X Bank Nanjing Branch International Business Marketing Strategy Research

Due to economic globalization and the internationalization of commercial banks themselves,international banking business is growing more significant in the development of commercial banks.Size and revenue level of international banking business are seen as important indicators of internationalization of commercial banks. How to meet new requirement, to establish suitable and effective marketing strategy, to provide more exclusive services, and to expand market share, have become critical issues for commercial banks.This thesis took international business marketing of commercial banks as research object, and reviewed classic marketing theories and relevant academic papers. Based on 7Ps, it analysis current international business marketing status of X Bank Nanjing Branch. The analysis indicates that market positioning of Nanjing Branch's international business is unclear, products are uncompetitive, sales channel is impeded and marketing mix is missing. Based on experience of other domestic and international commercial banks, combined with 7Ps, we put forward the suggestions of Product, Price, Promotion, Place, People, Process and Physical Evidence,Specifically included that product innovation and mix-marketing should be enhanced, risk control should be improved,assessment and incentive mechanism should be enforced,and a more competitive marketing team should be built etc.