The Research Of International Business Marketing Strategy Of Z Bank Nanjing Branch

With the rapid growth of economy in our country in recent years,China's foreign import and export trade volume have also maintained steady growth.The prosperity of international trade promotes the continuous development of international business of commercial banks.For commercial banks,under the condition of weak growth in the domestic market,huge international business resources force them to improve their international business to new strategic height,which also leads to the increased competition in international business among commercial banks.Though the international business of Nanjing branch of Z bank stays first in the market share among joint-stock commercial banks and third among all banks,the gap is still large in international business compared with traditional state-owned banks,such as Bank of China and Industrial and Commercial Bank of China.At the same time,other banks pay more and more attention to the international business,the pressure of competition becomes huge.This paper analyses the present situation and facing problems of international business of Nanjing branch of Z bank,and points out the problems during the marketing process,such as marketing ideas lag,marketing mode single,customer structure not reasonable,talent team not designated etc.According to these problems,combined with external business environment analysis and SWOT analysis,the optimization of marketing strategy is proposed from brand,price,channel and promotion elements to solve the problems existing in the international business marketing strategy of Nanjing branch of Z bank.The international business marketing strategy which is suitable for own development and market rules is formulated.Finally,security measures for the implementation of development strategy are proposed from four aspects of talent resources,resource allocation,risk prevention and technical support to gain customers' trust and market share in a particularly brutal competitive environment.This paper analyses the present situation of international business of Nanjing branch of Z bank and proposes the suggestions for marketing strategy optimization.The purposes are to promote the marketing and management levers of Nanjing branch of Z bank according to its own business characteristics and try to defend the leading position in international business market in Nanjing area.At the same time,because of the common characteristics of other commercial banks in China and same present marketing situation faced,the marketing strategy of this paper has a certain significance for other commercial banks.