The Marketing Strategy Research Of M Bank Dalian Branch

With the rapid development of market economy of socialism in China and implementation of the promise on banking opening made at WTO entry, foreign banks have been fairly treated same as local Chinese banks. Foreign banks have been establishing their welcome business in more and more cities in China. As the most direct business line dealing with customers in the competitive financial market, the generation and carry-out of marketing strategies of foreign banks will directly affect their performance and future development in Chinese financial markets. According to economic situation in the local markets, regional branches of foreign banks should make more practical marketing strategies based on the general marketing strategy principles made by the headquarters in China so that to improve their competitive sustainability in regional markets.This thesis takes the example of M bank Dalian branch to make analysis and study in detail on the marketing strategy of regional branches of foreign banks. Firstly, this thesis generally discusses the background and meaning, thoughts and methods of this topic in it. Also it is supported by reliable theories which are selected, categorized, summarized and studied from domestic and international relevant documents. Secondly, PEST method is used to analyze the regional macroeconomic environment under which M bank Dalian branch has been operating. Industrial environment that M bank Dalian branch has been facing is analyzed by Michael Porter’s Five Forces Model. Internal environment of M bank Dalian branch is analyzed by categorizing the tangible and intangible resources, financial and marketing capability to analyze. Then the strengths, weaknesses, opportunities and threats of business of M bank Dalian branch are located by SWOT method.Advises on marketing strategies of regional branches of foreign banks suitable to local situation and safeguards methods to implement it have been advanced in this thesis.