Research On Marketing Strategy For Trade Finance Division Of Bank Of Communications

The trade finance business of commercial banks is undergoing unprecedented reformation and development, along with the acceleration of economic integration, globalization and the advancement of information technologies, and the steady growth of international trade China engages in and the enlargement of domestic market scale. Nearly all the banks are participating in the trade finance business and the scope of trade finance business is being constantly widened, and the products are becoming diverse.Firstly, it summarizes the marketing theories of the developed countries, and then collects domestic scholars’ views about commercial bank marketing as well. Secondly, we organize the development status of the current situation of the development of BOCOM, and then analyze the advantages and disadvantages of the development environment and the development of the traffic bank by using the PEST model and SWOT model. Thirdly, it designs four marketing strategies, which includes product strategy, price strategy, channel strategy and promotion strategy through STP. Fourthly, the paper puts forwards suggestions on the improvement of marketing strategies of CMBC bank from risk prevention, human resources, information system and the structure of management, and also the guarantees and risk control measures that can be taken for the implementation of those strategies.Through analysis and study of this article, for the development of BOCOM’s marketing strategy of trade finance department, we can find a path to make it has advantage in the competition and provide reference ideas and thoughts for other banks within the industry.