Research On Marketing Strategy Of Cross-Border Rmb Business In The N Bank Nanjing Branch

Since cross-border RMB business started in 2008,with driven by the national policy,the cross-border RMB business is rapidly raised.It brings the banks many huge business opportunities and challenges.N bank nanjing branch as a big state-owned commercial Banks,is one of the first banks to carry out cross-border RMB business,despite the initial period to seize the initiative in the business,business development process is relatively slow.Under the pressures of a highly competitive,N bank nanjing branch need to optimize the cross-border RMB business marketing strategy to win the market.In this paper,based on the analysis of the characteristics of cross-border RMB business of commercial,through the analysis of N bank nanjing branch of cross-border RMB business marketing present situation from the aspects of business development,customer characteristics,product structure,earnings and marketing models,find out following problems existing in the process of marketing:customer base is weak and lack of target customers,product homogeneity and lack of innovation and vitality,channel advantages of weakening and poor team linkage,pricing mechanism unscientific etc.The main causes of the above-mentioned problem include that business attention degree is not enough,the marketing model is not perfect,construction of marketing team is lagging,assessment and incentives system is not perfect.In the guidance of marketing theory,combined with N bank operating characteristics and the characteristics of economic and financial environment,N bank Nanjing Branch of cross-border RMB business customer segmentation classification,it is thought that N bank Nanjing branch should iidentify target customer groups,and focus on exploing leading company in import and export class,foundation settlement customers,capital and other key industry customers,key customers in the area of high degree of RMB circulation and the agricultural "going out" coustomer with financial requiredment.To makes a comprehensive analys and argumentation the specific strategies for solving the existing problem of the N bank Nanjing branch,including product strategy,price strategy,place strategy and promotion strategy:consolidate the advantages of traditional products,strengthen product innovation and function development,carry out differential pricing method;strengthen domestic and international linkage,accelerate the construction-of the online bank;to implement the differentiated product promotion and so on.Finally,in order to guarantee the smooth implementation of marketing strategy,safeguard measures were made in the following four aspects:enriching marketing stuff,technical support,improve assessment and incentive,supporting measures of risk prevention,etc.The purpose of this study is to help the N bank Nanjing branch to develop an effective marketing atrategy in cross-border RMB business,so that it can give full play to the advantages,enhance the comprehensive competitiveness and drive cross-border RMB business steady and orderly development.