Study Of Brand Niche Fitness Of Listed Commercial Banks

As the individual life of the financial sector, the listed commercial banks learned the unique competition and survival skills in the fierce competition during the long-term evolution. With the international integration of economy and finance, more and more foreign banks have entered the Chinese banking market, leading to enhancing the competition of bank brand. Therefore, how to identify and optimize their own brand niche becomes the first choice of the banking industry. Face to the unprecedented fierce domestic banking market, based on the background of the study, combined with the development of China's listed commercial banks, the paper evaluates and analyze the fitness of China's listed commercial banks'brand niche from the brand ecology perspective.The paper is divided into eight parts. Concluding on the basis of academic theory, the author puts forward the concept and the constituent elements of China's listed commercial banks brand niche, designing and building the valuation index system of the listed commercial bank brand niche-fitness, composed of the surviving brand niche, predating brand niche, attacking brand niche, defending brand niche, breeding brand niche and evolving brand niche. Determining weights of each index by AHP, the paper measures the brand niche fitness of China's listed commercial banks by Fuzzy comprehensive evaluation method for the first time. According to the rankings of brand niche fitness, the paper puts forward the brand niche fitness strategy in order to improve the brand niche fitness by comparing and analyzing the results.Through empirical research, this paper describes the brand niche fitness status of the listed commercial banks of China and proposes the strategies to enhance the brand niche fitness of the listed commercial banks of China. Meanwhile the listed commercial banks can take the appropriate brand niche strategy in order to maintain their own brands and sustainable long-term development. By analyzing the strengths and weaknesses of the brand niche fitness, the listed commercial banks can realize the distance between themselves and others. That helps the listed commercial banks updating and improving the theory and crisis of brand ecology. Recognizing their own weakness and strength brand niche is an effective way to enhance their vulnerable brand niche and optimize the advantageous brand niche. Promoting the competitiveness will guide the competitive behavior of commercial banks in a correct direction and upgrade China's banking industry in the international banking industry's overall competitiveness.