Research On Reputation Risk Management Of Chinese Commercial Banks

In the background of the homogeneous competition in the banking industry,the competition of commercial banks not only needs the competition of service quality and the competition of the hardware environment,but the soft power of the commercial banks is paid more attention,and the culture and brand of the banks have gradually become the key to the competition.At present,the important part of the construction of the bank's brand and culture is the reputation risk of the bank,which has gradually become the most important part of the bank's survival and development.In reputation risk management,the risk prevention and management of reputation risk has become a difficult problem for commercial banks,because the reputation risk is characterized by concealment,joint and difficult to quantify.On the basis of the research on reputation risk at home and abroad,this paper clarifies the related theories of reputation risk of commercial banks,and takes A commercial bank as a case to explore the related problems of bank reputation risk management.Based on the theory of project management,risk management and reputation risk,this paper studies the reputation risk of commercial banks as the research object,and selects the A commercial bank as a typical case.First,it discusses the importance of the current banking competition environment and reputation risk management,and combines the research of previous scholars.This paper puts forward the research ideas and contents of this paper,and summarizes the "stakeholder theory","reputation transfer theory" and so on as the theoretical basis of this article.Secondly,it takes the A commercial bank as the research blueprint to analyze the current management status of the bank and the reputation risk management framework,and expounds the current reputation risk management.In the end,the paper combines the current situation of A commercial bank and the diagnosis of the current bank,and constructs the risk factor system of bank reputation by AHP method.Through further identification and evaluation,the main points and fields of bank reputation risk management are determined,and the improvement of the most terminated reputation risk assessment is put forward.And perfect the opinion.