Study On International Settlement Service Marketing Strategy Of Commercial Bank

International settlement means that for commodity trade,service supply,fundstransfer,international loan the parties located at two different countries transactcurrency collection and payment business through banks.International settlement,astypical intermediary business,has been all commercial banks' competition focusbecause of its characteristics of low risk,less investment and high return.With ourcountry's entry into WTO,foreign banks are granted to operate RMB business,plustheir inherent advantages in favor to international settlement,so that these foreignbanks' competition advantages are strengthened more and more. Therefore our statecommercial banks should have a sufficient sense of crisis. International settlementbusiness has characteristics of strong speciality,highly influenced by policy,fewpersonnel,difficult innovation and easy following.Therefore traditional marketingcan't accommodate to its development and it's very necessary to make some study onits service marketing strategy,but currently there are not many in this area.All abovementioned is the background of this paper.This paper makes some detailed study and discussion by using exemplificationand compare method on aspects of the relevant theory development of servicemarketing strategy,financial service marketing strategy,actuality of commercialbanks'service marketing and international settlement service marketing,strategies thatshould be adopted and conclude that facing fierce circumstance our state commercialbank should carry out staff service marketing and adopt suitable service marketingstrategies in time in order to improve comprehensive competition force ofinternational settlement business.The main characteristics of thie paper is tight linkbetween the relevant theory and the practical field.This paper mainly sets forthpractical exercise of service marketing mix strategy,service quality gap model andbank service profit chain and supply some valuable schemes and strategies to makeup our gap comparing to foreign banks' international settlement service marketing.Sothis paper have strong practicability.As an operator engaged in internationalsettlement for a quite long time,I wish this paper can supply some suggest and helpfor persons engaged at international settlement.