Analysis of commercial bank customer's financial consumer behavior based on brand factor

DOI

10.2991/icpel-16.2016.18How to use a DOI?

Keywords

Commercial bank, Financial consumer behavior, Brand factor, suggestions

Abstract

Our country unceasingly intensifying competition between the banking sector, Bank is taking measures, in order to seek the way of business under this pattern. Therefore, this paper started from brand factors to analyze consumer behavior, in order to enhance the competitive advantage of commercial bank. This paper is based on the brand, to an objective and comprehensive analysis of the commercial bank customer's financial consumer behavior. Firstly, put forward the influencing factors of customer's financial consumer behavior, the factors including age and gender, psychological and cultural, brand and so on. Secondly, commercial banks to establish a brand image strategy are proposed, such as to grasp the market positioning, to achieve differentiation of brand image; rational use of advertising strategy; focus on maintaining customer loyalty to the brand. The innovation of this paper is an analysis of the impact of brand factors on customer's financial consumer behavior in commercial banks. Therefore, the conclusions can be applied to some commercial banks in some degree.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Yi Yang
AU  - Pengfei Wang
PY  - 2016/05
DA  - 2016/05
TI  - Analysis of commercial bank customer's financial consumer behavior based on brand factor
BT  - Proceedings of the 2016 International Conference on Politics, Economics and Law (ICPEL 2016)
PB  - Atlantis Press
SP  - 77
EP  - 80
SN  - 2352-5398
UR  - https://doi.org/10.2991/icpel-16.2016.18
DO  - 10.2991/icpel-16.2016.18
ID  - Yang2016/05
ER  -