Research On The Marketing Strategy Of International Settlement Of Bank Of China Anshan Branch

As China’s financial industry opens to the world comprehensively, the competition within banking markets become increasingly fierce. While the world economy went into recession in 2008, and financial crisis was sweeping banking markets globally, obviously there was no exception for China. Exports had been shrinking dramatically. In order to recover the economy, and to stimulate the domestic demand, the government has issued a series of policies and measures. In recent years, China’s economy has been recovered gradually. Market demand begins to increase, which opens up many great opportunities for commercial banks’ international settlement and stimulate trade finance products market to develop.This thesis sets its research background upon BOC Anshan Branch’s international settlement current marketing situation, and comprehensively uses SWOT analysis, PEST analysis,Marketing 7P theory to present BOC Anshan Branch’s international settlement’s strategy.In this thesis, the concept and the characteristic of international settlement are briefly introduced in the first section. And then the current international settlement marketing status of BOC Anshan Branch is analyzed by means of examples and data. Meanwhile, the paper introduces the basic mode of international settlement and related products for different trade stages in detail, and the marketing difficulties is studied and researched. Secondly, through analyzing the Macro environment and competition environment for international settlement, the opportunities and threats for BOC Anshan Branch’s international settlement marketing are identified. Moreover, in order to find out the strengths and weaknesses, the internal environment of BOC Anshan Branch is studied in this part carefully, and SWOT analysis is used to analyze marketing environment. Furthermore, while considering the actual situation of BOC Anshan Branch, the targeting markets are segmented and positioned. Finally, product, price, place, promotion, people, process and physical environment strategy of the international settlement which suit to BOC Anshan Branch will be designed and represented. And hopefully this scheme can be applied to actual international settlement business.