Study On The Promotion Of Brand Competitiveness Of City Commercial Banks

With the further development of reform and opening up,China's economy has achieved rapid development,financial sector by means of the wave of economic development,but also achieved rapid development.In urban credit cooperatives developed on the basis of city commercial banks,despite a late start,but its location and characteristics of the target,in line with the development needs of the times,has become an important part of our financial markets.As of the end of the month by the end of 2014,the number of city commercial banks reached more than 130,Beijing Bank,Huishang Bank,the high asset quality,profitability strong commercial banks successively listed.The Beijing Bank has become one of the world's largest 500 banks.After the state-owned banks and joint-stock banks,city commercial bank team has become an important part of the financial system in China.Strong brand to the advance of coal off financial from 2013 onwards,the network rapid development,such as "treasure" products,micro channel financial products continue to emerge,accelerated the "financial" pace;at the same time,community banks continue to emerge,the banks face potential competition pressure also will continue to increase,coupled with the interest rate marketization,the commercial banks are severe challenges,more should be from the objective requirements of our country commercial bank to provide special products and personalized service,and the implementation of differentiated marketing strategy to the market as the goal,to the customer as the center,through the brand in this section to the consumer to establish distinctive image,to create their own bank brand.In this paper,the city commercial bank's brand competitiveness as the core of the study,first introduced the domestic and foreign research,and selected the research methods and innovation points.Article from the concept of the definition and competitiveness of the brand theory,commercial bank defined three aspects introduced the basic theory of city commercial bank brand and competitiveness,and analyses the situation of brand construction of city commercial banks from two angles of our country commercial bank industry development present situation and our country commercial bank development present situation,then explore the basic path of brand construction of city commercial banks,and discusses the security system to enhance the brand competitiveness of city commercial banks.Finally,on the basis of the example of the central bank,through structured interviews and questionnaires,using SWOT analysis method and data analysis tools of commercial bank brand to enhance the competitiveness of empirical research,it is concluded that the corresponding countermeasures and suggestions.For the local city commercial bank's brand building and brand competitiveness of the upgrade has practical significance.