From The Run On Northern Rock Research The Reputation Management Of China's Commercial Bank

With the rapid development of economy and society,China is in the critical period of accelerating the transformation of economic structure,the major enterprises and enterprises,is no longer the traditional product competition,the competition between reputation in today's era is more important.Fortune Magazine's "Most Admired Companies","Far East Economic Review",the Financial Times or PricewaterhouseCoopers ' European rankings are some of the more prominent corporate rankings,which place reputation and attitude on the same level,reflecting the importance of reputation for the future sustainability of the business.For commercial banks,reputation is an intangible asset of banks,and reputable banks can enhance the trust of shareholders,win the favor of savers,attract more investors,and enhance the competitiveness of banks among their peers.Because the development characteristics of the events of the Northern Rock bank run are similar to the development characteristics of the existing banks in China,the interbank business is relatively high in the bank's assets and liabilities,lack of reputation management awareness,so this article through the analysis of the Northern Rock Bank incident,first by studying the Northern Rock Bank's practice before and after the run incident.Then the analysis of the reputation management of China's commercial banks is of great practical significance to the sustainable,stable and healthy development of China's banking industry.This paper is based on the Northern Rock bank run incident analysis,in addition to the introduction of the first chapter,this paper introduces the case of North Rock bank from the first chapter of the introduction,which is expounded from three aspects,namely,the general situation of the Northern Rock Bank,the run event and the reasons for the run.The second chapter analyzes the reputation management of North Rock bank,first analyzes the generation,transmission and function mechanism of reputation,then analyzes the problems existing in the reputation management of North Rock Bank in this run incident,and finally analyzes how reputation management is used for the choice of depositors,and banks should attach importance to reputation management in order to ensure continuous operation.The third chapter looks at the problems existing in the reputation management of commercial banks in China from the point of view of the runincident of Northern Rock bank,and analyzes the importance of our banks to the reputation,mainly to further analyze the data in the annual report of the bank.The fourth chapter obtains the Enlightenment of China's reputation management from the North Rock bank,first strengthens the pre-reputation management,enhances the reputation management consciousness.Secondly,correctly dispose of the bank reputation problem,establish the reputation event post-evaluation mechanism.