Empirical Research On The Brand Image Of Chinese Joint-stock Commercial Banks

In the 1980s, Chinese joint-stock commercial banks as an emerging forces began to active in the bank. Along with the rapid development of Chinese economy, Chinese banking industry could participate into the international financial competition, while the financial market of china is gradually opening from 2007 especially. Chinese banking market present the situation is that the supervision of bank gradually become better, competitors gradually diversification and product is homogeneity more and more. So, the banking industry has entered the era of "brand competition". Undoubtedly, shaping the unique brand image is the key to build a strong brand, which is so important that it raise core competitiveness. At present, the joint-stock commercial banks pay more attention to build brand image because of the size and strength of the joint-stock commercial banks are weaker than the state-owned commercial banks in china. Nowadays, joint-stock commercial banks began to build the brand image, but the effect is not ideal. On the one hand, it is not clear that how to build the brand image, on the other hand, the bank is lack of scientific and quantitative data. Based on the situation, the study use the software of SPSS For Windows 18.0 to analysis data on the base of detailed analysis the problem of the joint-stock commercial bank's brand image with use the literature analysis and interview, questionnaire survey and research methods, and puts forward the model of joint-stock commercial bank's brand image. The research results show that the brand image of Chinese joint-stock commercial banks have three-dimensional structure which includes service factors, symbol factors and functional factors. According to the three-dimensional structure of the brand image and the problems of Chinese joint-stock commercial banks, the paper puts forward the measures that build brand image of joint-stock commercial banks.The theoretical and practical meaning of the study is that offset the research of the service brand image. What's more, the study is an empirical research which specialized in the brand image of joint-stock commercial banks and has the practical reference value about the brand management and the brand image.