Research On The Marketing Strategy Of Trade Finance Business Of Bank Of Jilin J Branch

With the global financial crisis, the enterprise ’s survival and development environment hasbecome increasingly complex, between enterprises and trade and economic cooperation both incooperation or in the executive means in this environment also started towards the trend ofdiversification development. In the face of such situation, enterprises for financial institutions,especially the commercial banks trade finance services presented greater demand and higherrequirements, it means the world commercial banks trade finance services in ushered in the greatdevelopment opportunities but also faces more severe challenge. In our country, the domesticfinancial market, the trend is very clear. Many enterprises in order to meet their own survival anddevelopment needs, and constantly improve the commercial bank financial service trade totaldemand and product quality, domestic trade in financial service market space increases, thecommercial bank the market competition is more intense, prompting banks to increase theirmarketing efforts, and constantly promote their trade financial products and services innovationdevelopment, and strive to improve product quality of service, their products and servicedifference, as far as possible to meet the specific needs of business development. Therefore, inthis case, to our country commercial bank trade finance business of marketing the presentsituation to carry on the comprehensive analysis of the excavation work, existing problems andcontributing factors, in the current commercial banks trade finance business development facingthe environmental factors were analyzed based on the implemented to solve the problem,develop, promote the development of marketing strategy and implementation measures, tofurther promote China’s commercial banks trade finance business of science, health, sustainabledevelopment is of great theoretical and realistic significance.This paper takes Jilin bank J branch trade finance business market marketing presentsituation for the research work of the main starting point, to marketing, especially the financialproduct marketing concept and trade finance products related to the definition and compositionas the paper research the theory basis, through qualitative and quantitative analysis method ofcombining, around J of Bank of Jilin City Branch Trade and financial business marketingstrategy to enhance and improve the systematic comprehensive research in theory andapplication, hoping to further optimize the Jilin banking trade finance business marketingstrategy.Thesis in the first chapter, the research background and significance of the research to makethe basic description, and the theoretical circles at home and abroad about the trade financebusiness marketing research to basic descriptive analysis, the research method and the overallframework of further explanation; second chapter is the theory part, the paper studies the relatedtheory of analysis, and based on the research object of the paper--trade finance products forconceptual analysis, specific research subject feature attribute; the third chapter, the fourthchapter is the research object of J of Bank of Jilin City branch trade finance business marketmarketing present situation to conduct a comprehensive analysis, the qualitative analysis as thebasis, through the use of correlation analysis, SWOT analysis and comparative analysis methods, the Jilin bank J branch trade finance business faces including social, economic, political, legaland other macroeconomic factors as well as competitors, customers and banks themselvesmicrocosmic factors of in-depth analysis and study, summary of J of Bank of Jilin City BranchTrade Finance business development faces Advantages and disadvantages as well as banks in thedevelopment of the advantages and disadvantages of the fifth chapter of the United States;through Citibank and Japan’s local banks two representative financial services institutions ontrade finance business marketing analysis, summarized which is worth us to draw lessons fromthe successful experience of the research learning as a powerful practical basis; the sixth chapterat the conclusion of the above contents on the basis of system optimization, put forward Jilinbanking trade finance business marketing strategy countermeasure research, completed the study;concluding part of the shortcomings of this study and the future research work to explain.