| Since the end of 2003, when the stock reform has been established as the direction of reform of state-owned banks, remarkable growth and increasingly stimulate the competitive situation has shown in the China's banking sector. When the 2008 outbreak of the U.S. subprime mortgage crisis evolved into a financial crisis sweeping the globe, for the commercial banks in China, it is necessary to avoid risks, but also look for opportunities in the danger. In the competition, a large number of commercial banks will face serious survival and development issues. After experienced price competition, quality and service competition, banking sector competition faces the broader form of competition--the reputation competition. Bank's two main functions:providing liquidity insurance and information-sharing alliance, co-led the vulnerability of banks, banks service depositors, lenders, which explains the bank's financial structure (liquid liabilities and illiquid assets), and bank's financing structure explains the characteristic of there easily being a run on banks. The instability of banks is the reasons, for which reputation is critical to the banks. "Banking is a confidence game" (a quote from Martin·Meyer:"Big Banker", Hainan Publishing House in January 2000 the first edition, P6), in the current special and complex environment, reputation management and reputation evaluation are special significance to the survival and development of commercial banksQuantitative evaluation system of commercial bank's reputation is a prerequisite for the in-depth study of bank reputation management, and is also the theoretical basis in the practice of assessing performance of commercial banks in reputation management, detecting and improving the short comings in reputation management. How to carry out evaluation of commercial banks reputation is very important and complex, in the past the studies on the reputation of commercial banks are few and most of them simplify this issue, using a single indicator to measure. Taking into account the complexity of reputation influencing factors of commercial banks, and the special effects of the current global financial crisis, both of standardizing the analysis and combination of empirical analysis are used. Standardizing analysis, include the concept of corporate reputation, impact of corporate reputation, quantitative measurement tools of corporate reputation, the competitive characteristics of commercial banks, the reputation of commercial banks, after draw conclusions on the current domestic and international corporate reputation measurement and technological research, scientifically selected the evaluation indicators of the reputation of China's commercial. The empirical analysis is to use factor analysis and analytic hierarchy process (AHP), according to the latest corporate reputation measurement model-Rep Trak model of research methods of the reputation Institute (RI), through empirical research, using various types of mathematical statistical methods, to build the evaluation index system of the commercial banks reputation. Evaluation research and analysis obtained eight factor indicators of China's commercial banks reputation:products and services, work environment, leadership, civic responsibilities and governance, adaptability and financial performance, social background, innovation and risk control, asset liquidity and its 28 bottom indicators corresponding, found that "products and services", "innovation and risk control" and "liquidity" in these three factors on the reputation are most influential to commercial banks, while study also found that after the international financial crisis, each coefficient in the bottom indicators are little changed, while relatively large changes happened in the bottom indicator-"to support the development of social and public undertakings," of civic duties and governance factor, and in the bottom indicator-"Bank of scale" of the social background factors, on both of which there is substantial increase in attention. |
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