China Construction Bank Chengdu Branch Brand Image Analysis

With the four State-owned Banks established completely, and separated from the Central Bank.the Joint-stock Banks across the country, the rise of the formation of the city commercial bank。 At the same time the financial sector also experience a transformation. The market changed everytime, the Bank either. But the system differences mechanism, the bank is facing pressure from changing, and other financial field’s competition. The brand image is one kind of Bank life, no good enterprise image is impossible to have good enterprise benefit but also woundn’t have the enterprise’s sustainable development.Nowadays,brand image of Banking have not represented their superiority as a whole, there is a consciousness attitude to shape the brand image of Bank.Also have some problems such as the Bank and enterprise have no obvious difference.Financial products imitated each other and lack of thinking and innovation, etc.In view of the current situation about bank brand image, In accordance with the brand image theory in bell to guidance the bank brand image’s research achievements comb.According to a detailed set of chengdu questionnaire and making use of SPSS software of survey data analysis, find out the key factors to driver the brand image of Bank.Analytical basic rule about brand image model of, all this above are put forward to enhance the Construction Bank Branch of Chengdu brand image strategy. The whole paper’s structure is as follows:Chapter1is Introductory part. This part is mainly introduces the paper’background, the research significance, the research methods and paper structure.Chapter2is the theoretical basis of the Commercial Bank’s brand image.In this part I summarizes the theoretical, realistic significance to brand image,and analysis the brand image’s development situation of advanced international Commercial Bank.Chapter3is the analysis of the satus quo of the Construction Bank Chengdu brand’s image-building. This chapter gives the introduction to the overview of the Construction Bank Chengdu Branch and mainly makes the analysis of three aspects:the status quo of the Branch’s image-building, the comparison with the same industry in Chengdu, and the shortcomings.Chapter4is about the main factor analysis during the brand image-building of the Chengdu Branch of Construction Bank,which can be divided into three main aspects:the first is the image analysis of the Chengdu Branch of Construction Bank; the second is the consumers’ image analysis of the Chengdu Branch of Construction Bank; the third is the products and services analysis of the Chengdu Branch of Construction Bank.through these analysis, we hope to summe up the main existing problems during brand image-building of the Chengdu Branch of Construction BankChapter5gives several advice on how to do image-building work of the Construction Bank Chengdu Branch well on the basis of the problems of this work that are discussed in the former chapters.