The Research On The CI System Of Own Brand Bank In Shandong Province

IN current society, financial competition becomes increasingly fierce, and thehomogeneity of financial products and services become increasingly obvious, as theeconomic globalization and market-oriented development. These bring tremendouschallenges to our local financial institutions, especially the small and medium-sized citycommercial bank groups. Own brand bank in Shandong Province are small groups ofbanks, their history is shorter and their innovation and the R&D capability is weaker,resulting in the lack of features and non-standardization in competition. So, it is veryimportant for these banks to build strong financial brand. CI System is the abbreviation ofCorporate Identity System； original idea is the enterprise identification System. The CIsystem is popular in world after years of development, and it has become a modernbusiness strategy in creating international brand. Under the new situation in China, it is theneeds for Own brand bank in Shandong Province to introduce CI and to set up the bankbrand.This article will make research to the Own brand bank in Shandong Province, with theCI system’s implementation as the breakthrough point. This article will make investigationto understand the Qilu bank’s CI system status, and put some useful suggestions for theimporting of CI system in Own brand Bank of Shandong Province. The purpose is to forma unified spirit of philosophy and unified behavior within the bank, and to show clear,positive, healthy corporate image in the external at the same time.