Study On Marketing In Financial Derivatives Of Bank Of China Shaanxi Branch

As the emphasis and the new profit sources of development of commercial banks, financial derivative business has become the main field through which commercial banks develop the intermediary business and improve their business income. Bank of China used to have the advantage of the sole right to deal with the foreign exchange and financial derivative business, however, along with the openness of domestic financial market, it has faced with the great pressure of powerful competitors domestically and abroad. How to maintain the competitive edges in financial derivative business in the fierce market competition and therefore maintain and improve her market quota and profit has become the problem which needs to be solved urgently.Using the methodology of the combination of concrete analysis and summarizing conclusion, combination of theory study and practice proof, the thesis studies on the financial derivative products of Bank of China Shaanxi Branch, points out problems existing in the marketing and management of financial derivative products of the bank and accordingly, puts forward some marketing strategies and suggestions on the marketing strategies implementation.Chapter 1 focuses on the background and introduction of some relative issues, including study background, study purpose, study field, study methodology, study tools, explanation on words and variables, the thesis structure etc. Chapter 2 introduces related marketing theory, including marketing environment theory, STP theory, and marketing mix theory. Chapter 3 analyzes the external environment of BOC Shaanxi Branch, and through the industry competition analyzing model, analyses its financial derivative business market. Chapter 4 is about the development history and present situation of Bank of China Shaanxi Branch, through analyzing the six aspects of the marketing mix, including product, price, distribution channel, promotion, personnel, physical facilities and process management, the thesis concludes the advantages and disadvantages of BOC Shaanxi Brach on derivative products marketing. Chapter 5 illustrates the existing problems on the financial derivative product marketing of BOC Shaanxi Brach. Through studding on the marketing mix of target market choosing, product strategy, price strategy, distribution strategy, promotion strategy, the marketing strategy on financial derivative products of BOC Shaanxi Branch is put forward in chapter 6. At last, chapter 7 gives the implementation suggestions on the marketing strategy.The conclusion of the thesis is that BOC Shaanxi Brach should make some reforms to solve the existing problems on the financial derivative products marketing, and the bank should also implement some effective marketing strategies to maintain its leading advantage and develop the financial derivative business further.