Research On The Marketing Strategy Of CHINA CITIC BANK Tianjin Branch

At present, China’s commercial banks’major business segments include company business, personal business, international business, fund business, custody business and so on. Among them, the international business of its economic capital occupied by small, integrated and high return business and strong linkage main features gradually become a commercial bank to develop and promote the core business. For today’s international business of commercial banks to accelerate the strategic transformation, increase the proportion of intermediary business revenue has very important significance.Now, for the country "going out" strategic approach and "along the way," the embodiment of CITIC Bank is implementing the "full financial services through" development strategy, in order to provide customers with comprehensive, integrated package of financial services, in this process, international business development and has become an important part of the driving force behind the strategy. Bank’s business can not do without customers, customers can not do without first-line marketing resources, therefore, selection and implementation of effective marketing strategy for international business, CITIC Bank Tianjin Branch to expand the operation scale, increase market share and build brand value has a crucial role.At this stage, China CITIC Bank Tianjin Branch (hereinafter referred to as CITIC talent) to the expansion of the international new business customers mainly rely on price and service strategy, namely from the price to give customers to maximize the benefits and from the service on the maximum possible meet customer demand, in order to seek the customer business volume. At the beginning of the CITIC talent bank of China, international business development of the embryonic stage, such a marketing strategy in a certain extent enhances the CITIC talent international business competition and market share, but on the other hand also triggered a Tianjin international business of commercial banks in the market based on rate of vicious competition so as to make the bank itself is objective, comprehensive meet customer demand for the services of the bank.The connotation and characteristics of the international business of Commercial Bank of the use of commercial bank marketing theory and international business theories, based on the actual situation of Tianjin Branch of China CITIC Bank, SWOT analysis method to research method, focusing on analysis of the Tianjin Branch of China CITIC Bank International Business Development of the advantages, disadvantages, opportunities and threats. Based on, for CITIC talent, international business, marketing strategy for improvement and optimization of the, and try to give the corresponding security measures, to better promote the CITIC branch of the international business sustained, rapid and healthy development.