A Study In Brand Communication Of China's Commercial Bank

At present, there are mainly 5 types of banks in China commercial bank market: four state-owned commercial banks, newly shareholding banks, foreign funded banks, local commercial banks, private banks. Among them the state-owned commercial banks have a high degree of monopoly. Monopoly and competition co-exist because of the advent of the shareholding banks and entry of the foreign funded banks, and afterwards the competition will be more fierce with the explore of the foreign funded banks.Now the domestic commercial banks market is faced with a new market surroundings that is the breaking of monopoly, the advantage of medium and small-sized business; the opportunities and challenges caused by informatization and electric; the pressure with entry into WTO; the consumption psychology changes, the tendency of brand consumption etc., all these inquire the commercial banks especial China funded commercial banks to pay attention to the brand mold, form the new competition advantage by the brand, make the developing strategy and marketing tatics.After the WTO-entry, domestic commercial banks quicken their reform steps into a newly era of brand competition. Trying to mold known brand and upgrade brand competition advantages is an important research subject to domestic banks. The brand communication of bank has many characteristics, such as centering on service, concentrating on credit and profession, paying attention to the content of knowledge and culture etc., also , the relationship between enterprise brand and product brand of bank is different from others. So, we must institute systemic and general brand management plan proceeding from these specific elements.When the term of protection for WTO-entry is over, individual banking will be the focus of competition among banks. At the same time, need of domestic individual financing has a rapid development, and most banks operate it as keystone. Also , foreign funded banks concentrate on this service relying on their comprehensive priority. So we must think how to discern thetarget marketing of individual banking, and then how to mold a known bank brand through offering distinctive products and pointed communication, which will be the most important step to win in future.Advertising communication is an important means of brand molding. Although banks are accepting this means, they can not understand it clearly, and there are many defects about the banking advertising managerial system. We must proceed from actual condition of china and the features of bank, on the basis of insight into urban consumer mentality, then carry out effective advertising creative and executive. Foreign funded banks can give us many experience in both managerial system and creative. The gain an loss of the advertising of Bank of China, and the success of the advertising of HSBC etc. can bring us many thoughts. At the end, when banks make use of the advertising communication media, they should follow the universal laws, and need search especial and effective communication means considering the points of banking.