Research On Brand Construction Of Three - Level Wealth Management System Of Bank Of China

With the development of economy, the financial market becomes more and more prospering the competition of the banking sector becomes more and more fierce. Promoting the construction of the commercial bank’s financial brand is an urgent task in the process of the development of commercial banks. With the improvement of the resident’s income, the idle funds increase gradually. Their will of maintaining and increasing the value of assets becomes stronger and stronger, which creating provides opportunities for the personal financial business of commercial banks, and providing development space for its financial brand construction. With the development of economic globalization, the financial industry becomes more and more open. Joint stock commercial banks, city commercial banks and foreign banks expand rapidly. The competition among commercial banks becomes more and more fierce. In this context, most commercial banks have set up its own financial brand, innovating financial products and providing thoughtful personal service.Whether the Bank of China, or other commercial banks, in order to stand firm in the financial market, they must provide customers with differentiated positioning, discover and guide the customer needs effectively, provide customers with high quality, professional products and service, and pay attention to the reputation of the financial brand. Therefore, it’s necessary for commercial banks to construct financial brand.The Bank of China, as the bank with the highest degree of internationalization and diversification of bank in China, for which it’s necessary to fully consider its advantages and disadvantages, opportunities and challenges in the brand construction to achieve the effect of "get twice the result with half the effort". Taking Inner Mongolia branch of the Bank of Chine as an example, we study the brand construction of the bank of China based on the SWOT analysis. this paper analyzes the advantages of the construction of the 3-levels-wealth management system in the Bank of China, and the opportunities and challenges of building the 3-levels-wealth management system, and puts forward some measures to strengthen the construction of financial brand of the Bank of China, in order to provide opinions and suggestions for the Bank of China and the individual financing business, and then promote the development of China’s banking sector and the prosperity of China’s financial market.