Research Of The Listed Commercial Banks’ Brand-niche Measurement And Brand-niche Competition Strategy

As the most important part of China’s financial industry, the Listed Commercial banks occupy an important position in the developing of national economy. In recent years, the Listed Commercial banks have focused on brand management in the banking industry. How to make brand building properly, how to carry on market competitions and get the advantage of brand niche are worth to further study. At present, there is homogenization in the Listed Commercial banks in China in some ways and a serious phenomenon of cut-throat competition exists between brands. On the basis of brand niche theory, from an ecological perspective, the paper explored the brand status and the reasons for the Listed Commercial banks. Also, according to the results of the analysis, corresponding to the brand competitive strategy was put forward.The paper firstly described from the point of view of research background and significance of the research value of this article and then reviews the brand niche theory and commercial banking brand theory and found a new direction and content of research. In the third section, it described the basic situation of China’s listed commercial banks brand, summed up China’s listed commercial banks brand niche dimension structure and did a brief analysis of the circumstances and reasons of brand niche overlap. In the fourth part of the theoretical analysis part, based on previous studies, the paper put up with the importance of brand niche dimension and the effect of brand niche breadth of on the brand niche overlap and an innovative hypothesis. In the empirical part, the paper firstly estimated the dimension index of the16Listed Commercial banks. In a scientific method, the various dimensions of width overlap and the overall brand niche breadth and overlap were calculated. After an estimate, in order to verify the hypothesis, an Eview7.0regression analysis was carried out. On the basis of summing up the above-mentioned study, starting from the perspective of the brand niche, brand competition and promotion strategies were proposed. Finally, I raised lack of this study as well as the outlook for further research. Through empirical research, the width of the overlapping degree of listed commercial banks was calculated and validated the relationship between the brand niche dimensions, width and overlapping. The more importance of brand niche dimension is, the lower the degrees of overlap will be. Because in the choice of the critical dimensions and core competitive advantages niche separation and optimization strategies were adopted in brand. At the same time, the closer of the brand niche breadth is, the higher of the degree of overlap between the two brands will be. This study will have an important reference value on how to identify competitors, to develop the right competitive strategy. By analyzing the structure of the brand niche and selecting the key ecological dimension to establish advantages, taking the strategy of niche separation, coexistence and specialization is conducive to the progress of the industry and will enhance the brand.