Research On Optimizing Marketing Strategy Of Bank Of China Hunan Branch’s International Settlement

:As the economical relationship between China and the world is getting closer, international settlement has become the key of the Intermediary Business competition among commercial banks in our country. And Bank of China Hunan branch’s need to strengthen its international settlement urgently.To expatiate advantages of Bank of China Hunan branch’s international settlement, it began with analysis the variety of business and divide of work, market share, the problem it is facing. The advantages of it are:large market share, strong ability to dispose business, good in experience, multiplicity both in products and service. However, it is also facing a lot of problems:market share is getting smaller, no clear strategy programming, structure of organizational need to improve; the management for human resource is ossification. Then it use SWOT to analyze the advantages, disadvantage, outside opportunities, outside threats, make it clear that marketing strategy should catch opportunities, conquer disadvantages, make the mechanism of inner management stronger, develop foreign business, fix and enlarge the market share. After ascertaining the basic strategy and short time target, we can make out which direction strategy should turn to, that is using scale to reduce the cost, and do market segment. Then, design the optimize strategy of marketing:stronger the integration of Chinese and foreign money, Insist innovating on business, optimize the image of brand, construct the segment pricing mechanism, optimize the marketing channel, make variety of marketing strategy, optimize the service system of marketing and so on. At last, design the ensure mechanism like assess mechanism, inner control and model of human resource management.This paper put a province branch of commercial bank as the starting point, use the strategy principle on marketing of international settlement, suggest the strategy of marketing, measure to optimizing, measure of safeguard. This paper has a close relationship with the reality; therefore, it can be the guide of developing the international settlement or other business of bank.