Research On International Trade Financing Marketing Strategy Of Agricultural Bank Of China Fujian Branch

International trade financing plays an active role for both the banks andinternational trade companies， with the characteristics of short term，low risk， highyield，which is the congregation of loan business and intermediary business. With thethreats of foreign banks and other Chinese banks，Agricultural bank of China Fujianbranch，a large listed commercial bank has realized how to improve internationalmarket share of international trade financing，how to improve loyalty of tradefinancing customer has become the urgent problem to improve the its corecompetitiveness. In such internal and external full of opportunities and challenges，Agricultural Bank of China Fujian branch must face the problems of how to improvethe international financial marketing， and what kind of marketing strategy should beadopted in order to deal with the fierce market competition.There is little current research on international trade financing of commercialbanks marketing strategy that the industry is few，so this paper has a certaintheoretical value and practical significance. Based on the related basic theory on bankservice marketing，bank marketing and marketing strategy，I focus on the study ofinternational trade financing business in Agricultural Bank of China Fujian branch.Firstly，this paper elaborates the commercial bank’s international trade financingtheory and marketing theory，and introduces the Agricultural Bank of China Fujianbranch’s international trade financing development and marketing situation.Secondly，this paper find out the factors which restrict the Agricultural Bank of ChinaFujian branch’s international trade financing marketing，by SWOT analysis methods，which includes weaknesses， opportunities and threats of the development ofinternational trade financing business of Agricultural Bank of China Fujian branch.Thirdly，this paper summarizes several typical marketing strategies，such as marketsegmentation， product strategy，hierarchical management，relationship marketing，cooperation and specialization，and lists an international trade financing businessmarketing solutions Fujian branch. Finally，this paper puts forward the prospects ofthe development trend of international trade financing business of Agricultural Bank of China Fujian branch.This paper focuses on plenty of research and analysis on how to improve theinternational financial marketing by integrating theory with practice. And it providesreference for the international trade financing marketing strategy of Agricultural Bankof China Fujian branch，in order to realize the long-term development objective，toprovide a reliable basis to enhance market competition ability，and to improve andenrich study on the marketing strategy.