Study On International Business Marketing Strategy Of ICBC X City Branch

With the acceleration of the world economic integration, China’s foreign trade shows a rapid development trend. By 2015, the total amount of foreign trade in our country has exceeded 24 trillion. The market prospect of China’s foreign trade enterprises is overall good, which also provides preferable conditions for the development of the international business of banks. However, in recent years, with the relaxation of access conditions in the financial sector and the rise of foreign and private banks, those dominant domestic state-owned commercial banks are facing unprecedented challenges. In the face of the severe challenges of the traditional deposit business difficulties and increased loan business risk, international business becomes the best direction of strategic transformation for the banks. International business will be developed as the third major strategic pillar business by commercial banks after the deposit and loan business. Therefore, under questions of how to foster strengths and circumvent weaknesses through financial reform and how to establish their own core competitiveness, each bank must make the corresponding marketing strategy based on its own characteristics.In this paper, proposals for optimized marketing strategy are made by analysis the problems during the development of international business in ICBC X City branch as the research sample. First, using SOWT to analysis the environment of branch’s international business, the advantages and disadvantages in the development of the international business are clear, as well as the potential opportunities and threats. Then combined with current situation of branch, several problems are put forward existing in its international business: product development is not coordinated, the pricing is unreasonable, the channel system is weak, the promotion mode is not mature yet. Subsequently, the suggestions of marketing strategy to solve these problems are put forward: strengthen the development of personal foreign exchange products, integrate a variety of trade financing products, establish improved pricing mechanism, use flexible pricing strategy, accelerate the transformation of bank branch, optimize internet marketing, expand international market, use a variety of advertising ways. Finally, three measures are put forwards for international business marketing strategy, they are: strengthen the protection of human resources of international business, carry out the value and idea of comprehensive risk management, and improve the mode of examination and approval.Through the research in this paper, it provides basis of theory and practice to help ICBC X City branch to develop foreign market better. Hope X City branch could establish its own core competitiveness in the change, getting unique position in tough market competition,Which is also a reference to other banks and branch.