The Research Of International Business Marketing Strategy Of Evergrowing Bank Hangzhou Branch

Bank International business originated in13th century in England, followed the development of international trade and development. In the sixties of the last century, the international monetary system, international exchange rate system, the international financial markets, international banking supervision system, and the world’s financial system have undergone a profound transformation, which led bank international business to start a high-speed development. International business as a rising star in the banking business has incomparable advantages of many of the traditional banking business, such as high value-added, strong profitability, and low risk. Currently, it has become an important measure of bank operating results, but also one of the most important sources of bank operating income. China’s accession to the WTO has been for more than ten years. During this period, the rapid development of the state-owned banks and domestic joint-stock banks and foreign banks flocking have made Evergrowing Bank Hangzhou Branch face the dual challenges from internal and external. As a Practitioner Of International Business, The author has been deeply impressed by the importance of the international business of Evergrowing Bank Hangzhou Branch. Accordingly, in this article the author hope to explore a set of effective international business marketing strategy, through in-depth research and analysis on the status quo of the international business of Evergrowing Bank Hangzhou Branch, point out a clear way to the development of its international business, and provide reference for international business development of other domestic joint-stock banks.The text is divided into six chapters. The first chapter is the introduction of the research background, including status quo, meaning, purpose, method and content. The second chapter is overview of theories, including the international banking theory,4Ps theory, PEST theory and SWOT theory laying a solid theoretical foundation for the full text. The third chapter is the business status quo analysis of Evergrowing Bank Hangzhou, including international business situation and the existing problems. Then PEST and SWOT methods are used to analyze the macro environment and the competitiveness of the branch respectively, followed by a clear marketing strategy positioning. According to the classic4Ps theory, The fourth chapter raises International business marketing strategy from four aspects of the product, price, place and promotion. The fifth chapter is supporting implementations for the marketing strategy from the funds, personnel, technology, organization and internal control. The sixth chapter is conclusion and outlook. It proposes the academic significance and practical value, combines the limitations, analyzes the inadequacies, points out the direction for further research and puts forward the prospects.