Open Under The Conditions Of China's Commercial Banks Brand Building Research

Under the conditions of opening of the domestic banking sector, foreign-funded banks developed in China gradually. With its advanced brand management ideas and rich experience in brand management, foreign-funded banks start operation. They give us a chance to learn international experience in brand management. At the same time, Chinese banking industry are facing enormous pressure of competition.After the review of some relevant researches from domestic and foreign scholars, this paper analyzes the history and overview of Chinese commercial banks and foreign-funded banks in the process of the reform and opening in China. It provides a background to learn from them. Then this paper discusses the banks brand strategy and theory, which then provides a theoretical basis. On the basis of studying the theoretical framework of marketing strategy (4P and brand management) and marketing tactic 4C (customer, cost, convenient, communication), this paper gives a full analysis of Chinese commercial banks' brand building overview and existing problems. It then applies the theory of the international banks' brand-building achievements into the use of Chinese commercial banks. This paper suggests that facing strong foreign-funded banks' brand competition, Chinese commercial banks should improve bank brand management and bank brand positioning ability , built excellent enterprises brand culture from the perspectives of brand management strategy; optimize CIS(Corporate Identity System ),CRM(Client Relation Management) and public relations management from the perspective of bank brand management tactic.