Foreign Commercial Bank Corporate Banking Marketing Strategy

In December,2006, the Chinese government cancelled the limitation on foreign bank’s RMB business, and encouraged foreign banks to incorporate in PRC as legal entity and provide RMB business service to enterprises and residents. It symbolizes that foreign banks have gained national treatment in China and started to join all-round competition in financial market of the Chinese banking.In this context, NYSY Bank (China) Co., Ltd. becomes the headmost foreign banks applying for converting into foreign-owned subsidiary bank incorporated in PRC. NYSY Bank (China) takes domestic market business particularly RMB business as the focus of business development in future. Three important business for commercial banks contain corporate banking, personal banking and financial market business.At home, the net interest income brought by interest spreads of deposit and loan is always the main profit for the traditional commercial banks. Although the government and the non-government propose that the rate of interest need be more marketization,and the main interest margin tends to narrow, the commercial bank’s main profit is still the net interest income. Corporate banking contributes most to the net interest income in real operation, making corporate banking become the most important business section for foreign banks.However, at present NYSY Bank (China) corporate banking has so many problems in its overall marketing strategy, which includes, product, price, channel, promotion, process and staff, relation marketing and so on. These problems influence business development directly. Only we adjust development orientation, can business management mode and business expansion mode make marketing mode fit the internal and external environment of enterprise development. So it is very important to revise its marketing mode.The creative ideas of this paper are as follows. Firstly, after China’s entry into WTO, the regulatory environment and economic environment change greatly, which puts forward the new requirements to the management mode of foreign "banks while it changes its marketing strategy and target. At this moment, the discussion on NYSY Bank (China) corporate business marketing strategy would be of great operational significance to the development of other foreign banks, especially for those banks incorporated in HONG KONG accounting highly for foreign banks in China. Secondly, through the analysis of NYSY Bank (China), we can easily reveal the common problems of the foreign banks. And the solution to these problems are more of "methods" rather than "doctrines" and these "methods" have strong referential meaning to the business development of other foreign banks. Thirdly, for specific problems exiting in NYSY Bank (China) business marketing, the author obtains data from his actual work, plus his accumulated experience and thinking in bank business marketing over years, the conclusions will have a lot of practical significance.Through this research, the author believes NYSY Bank (China) should be capable of adjusting existing marketing strategy, catching up the huge opportunity of the Chinese economic development and corporate improvement to develop its corporate banking in China. Thus, the paper finally suggests NYSY Bank (China)’s corporate banking should build new business managing mode focusing on industry management, take group client manager as the way of channel expansion and service extension and form a2levels’business-exploiting mode both in head office and branches.