Research On Commercial Bank Brand Management Organizational Mechanism

This paper attempts from information theory, economics and competitiveness are analyzed brand management for commercial banks significance. By analyzing the information to reduce costs, increase market credibility and commercial banks to discuss how to advance the brand management, information technology, from the perspective of the information function of the organization of brand management mechanism for specific requirements and countermeasures and proposals. With Porter's Diamond Model, from the impact of the competitiveness of the four basic elements to start to discuss how to strengthen the brand management, optimize brand management, institutional mechanisms to enhance the level of competitiveness of enterprises. This paper is divided into four parts:The first part of the literature review and theoretical foundations, which are detailed on the brand, information economics and competitiveness of the theory of literature as a basis for the discussion of commercial banks in the formation of this analytical framework for brand management.Second part of the status of commercial banks in brand management research, analyzing domestic and foreign commercial banks, the construction of brand management organizational mechanisms successful experience in brand management, summed up China's commercial banks, the construction of institutional mechanisms are inadequate and the China Construction Bank for brand management strengths and weaknesses.The third part, the information from the Perspective of brand management, from the information economics are analyzed to reduce information costs increase brand credibility's role to discuss the commercial banks to build an information-based brand management organization mechanism of the countermeasures and proposals. PartⅣ, strengthen brand management to enhance the competitiveness of enterprises, using Porter's Diamond Theory model of the impact the competitiveness of enterprises from the four basic problems, we should discuss how to strengthen the brand management organizational mechanism to promote the competitiveness of enterprises.PartⅤ, the commercial banks brand management organization model design and organizational mechanism. Try to design a new brand management organizational structure, and use the matrix methods of work to strengthen commercial banks, the brand management, and effectively improve the commercial banks, the brand reputation and brand value creativity.