Research On Marketing Strategy Of International Settlement Business Of Bank Of Z Zhuhai Branch

As China’s rapid growth in recent years, the steady development of China’s import and export trading will provide long-term development of international settlement business for commercial banks. In the case of weak growth in the domestic market, the huge international settlement business market increased competition in the field of International Settlement on commercial bank in the case of weak growth in the domestic market. Although zhuhai branch of Bank of Z is the NO.1in the international settlement market, the impact of shrinking to it is the most serious. Making an Analysis on its own situation and business environment is necessary. It will optimize the marketing strategies to meet the changing market in order to win the market.In this paper, through the analysis of zhuhai branch of Bank of Z’s environment, found the problems arising in the course of operation was mainly due to:Single mode of marketing. There is low internal efficiency. The approval procedure is not friendly. The customer manager is weak incentive and so on. According to these issue, we proposed the target market strategy, in four areas as product, price, channel, promotion, respectively, to make strategic plans and improve the measures:to strengthen the innovative products and services; to implement different pricing method according to different products and customers; to speed up the international settlement business network transformation; to implement the differentiated product promotion; and so on. In order to solve the problem for International Settlements business marketing strategies and optimize marketing strategies.This paper is for the analysis of marketing process in zhuhai branch of Bank of Z’s marketing strategy, develop an effective marketing strategy, designed to enable enterprises to fully exploit their advantages, enhance their competitive strength and ensure that it can be the NO.1in the international settlement market. Also, because the commercial banks have the similar characteristic in china; this paper can play a marketing strategy for the other banks.