Study On Marketing Strategy Of International Settlement In BOC X Branch

As China’s sustained high growth in recent years, the vigorous development ofChina’s import and export trading volume will provide a huge market of internationalsettlement business for commercial banks. In face of such a huge market, a lot ofinternational big commercial banks are promoted to seize the Chinese market, and theinternational settlement business of China’s small and medium-sized banks is rapidlyraised, then it intensify the competition of the international settlement in China’scommercial banks. As one of the professional Chinese international business bank, ifBank of China X branch want to gain the advantage in the fierce competition, theymust analysis the current situation of management and business environment for theirown needs, and put forward a set of effective marketing strategy.In this paper, through the analysis of X branch of Bank of China’s internal andexternal environment, find the strengths and weaknesses of the company in theprocess of identifying, as well as the face of market opportunities and threats in thecompetitive environment. Through the analysis to identify the current X branch ofBank of China’s problems arising in the course of operation was mainly due to: havethe weak channel construction and network performance. Marketing staff and productmanager team should be enriched. Finally, to address these issues, in four areas asproduct, price, channel, promotion, respectively, to make strategic plans and improvethe measures: to strengthen the innovative products and services; to implementdifferent pricing method according to different products and customers; to speed upthe international settlement business network transformation; to implement thedifferentiated product promotion; and so on. To address the company’s currentproblems in marketing strategy, forming a sound marketing strategy.This article is for the analysis of X branch of Bank of China’s marketing process inits marketing strategy, integrate and develop an effective marketing strategy, designedto enable enterprises to fully exploit their advantages, enhance their competitivestrength and ensure that enterprises can be sustained rapid and stable development.Also, because the status of China’s commercial banks have the similar characteristic;this article can play a marketing strategy for the other banks.