Marketing Strategy Analysis Of Commercial Banks’International Business Financing

With the progress of reform and opening-up in China, its market main participants have more and more deeply involved in the business competition in world. The most remarkable of those are domestic commercial banks and foreign trade enterprises. They have to embrace new opportunities and challenges in the international market with more open attitude. The international trade financing business is a kind of new type business which can bring more benefits to both. It can link up the foreign trade enterprises and commercial banks together and give them common interests. Commercial banks and foreign trade enterprises, the former are the service providers, while the latter are the service demanders. The effective marketing strategy can be a bridge between them. Therefore, in order to ensure that the commercial banks successfully carry out international trade financing business, capturing and meeting the requirements of those enterprises, the commercial banks should consider both the internal and external condition to implement effective marketing activities.This paper firstly presents the background and significance of this study, and makes the research clues and methods clear, as well as the related concepts. Based on this, the theory and literature review of international trade financing and marketing strategy has been made. In the premise of that, this paper analyses the suitable package of marketing strategies according to the characteristics of international trade financing of commercial banks, combining with the actual conditions. It also puts forward specific marketing strategies that can be aimed at different levels of international trade financing business. The paper adopts the method of case study, which makes conclusion that the appropriate marketing strategy has a vital role in the development of the commercial banks’ international trade financing business. At the end of this paper, it argues that these commercial banks should pay attention to some specific and practical problems in the process of international trade financing business, and it also considers the shortcomings of this paper and future research directions.