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

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.