Research On The Internalization Of Commercial Bank Service Brand

In today's economic society,with the rapid development of informatization,and increasingly fierce competition in the same industry,it is difficult for the banking industry to evade the market rules of survival of the fittest.In recent years,the rapid development of Chinese service economy means that the service brand has entered a new era of development.The more attention that service enterprises pay to service brand,and the rapidly increasing number of service brand lay the foundation for the prosperity of service brand.Banking is an important part of the service industry.But in China,the brand consciousness of banking industry is built relatively late.How to transmit and make consumers correctly understand the brand image of the bank has become an urgent problem for commercial banks.High homogeneity is the characteristic of Chinese banking products.So how to stand out among many competitors is one of the main tasks of the development of banks.Through absorbing practical experience and theoretical knowledge,commercial banks gradually realize that internal brand management is also indispensable,in addition to strengthening external publicity.In most of previous studies,the discussion of brand building was focused on brand externalization,such as brand publicity.With the deepening of academic research and organizational practice,scholars pay more and more attention to the research of brand internalization.Brand internalization is the internalization process of enterprise brand strategy,and is a brand building project,plan and activity that carried out by members inside the enterprise.Brand internalization opens up a new perspective for thinking about brand building,breaking the traditional concept that brand vision is limited to external customers rather than all stakeholders.Based on the related theory of brand and service brand,we choose the bank of Ganzhou as a research case.On the basic of comprehensively analysing the current situation of its service brand development,we'll set forth from the following two points,one is brand internalization of organization,and the other is brand internalization of employee.For the brand internalization of organization,we'll state from the leaders' concern,cultural synergy,communication system and cross-departmental coordination system.And for the brand internalization of employee,we'll discuss from the training,encouraging and communication of brand internalization of employee.In this way,we can clearly know the situation of brand internalization construction of Bank of Ganzhou,and find out the inadequacies in the process of service brand internalization,such as unclear brand strategy,insufficient factor support,weak executive power,unsmooth implementation process and so on.Finally,this paper puts forward feasible suggestions for the follow-up construction of Bank of Ganzhou's service brand internalization,hoping it would be helpful for the construction of Chinese commercial banks' brand internalization.