Brand Building Of Commercial Banks In The Context Of Internet Financial Competition

The homogenization of financial products becomes more and more serious,and the problem of brand competition of commercial banks becomes more and more prominent,in today's financial market and economic globalization.The variety of financial business increases,the financial industry develops rapidly,the competition of financial market has become the competition of financial brand in essence.In the past few decades,commercial banks have relied on the country's economic policies to "stand out" in the financial sector.The financial brand status of commercial banks is unchallenged.But in the "Internet +" era,the competition for financial brands is no longer just between the traditional commercial banking industry,the new types of Internet companies look to the financial industry.In this case,it is urgent that commercial banks enhance their brand influence.As a fast developing commercial bank in recent years,SPDB Bank is outstanding in operating performance.However,there is still a significant gap between the operating capacity and market competitiveness of the bank and its brand status at home,and the brand value of the bank does not fully reflect its overall competitiveness compared with the same industry.Under the "Internet +" action plan,the bank also launched its own Internet development plan,seeking to find a new model of Internet finance in the forefront of the industry.Therefore,it is of practical significance to study the brand construction of SPDB Bank.Firstly,the paper analyzes the development environment of contemporary Internet and summarizes the basic characteristics of Internet finance.It is pointed out that the brand influence of commercial banks is the necessary condition for the traditional banking service industry transformation.Secondly,based on the basic analysis method of brand construction,using SWOT analysis,brand architecture model and brand positioning method respectively,the author points out that there are some disadvantages such as regional influence imbalance and uncoordinated organization management.Finally,it puts forward its own opinion and puts forward three suggestions.Firstly,it should make good use of Internet financial innovation products to build brand influence.Second,maintain good corporate social responsibility word of mouth.Third,the establishment of effective brand early warning mechanism,in the face of brand crisis properly handled can also enhance brand influence.