Study And Optimize On The Brand Strategy Of Citic Transaction

The trading bank originated in the Western banking industry in the 1960 s and 1970 s,specifically by Deutsche Bank,and was first absorbed by Citibank and HSBC.At that time,the trading bank included only for intermediary business such as payment and settlement,With the development and application of global economic development and new technology,the trading bank has gradually developed a comprehensive adjustment and optimization of products and service systems such as hosting,supply chain and cash management with customer service as the center and customer service.Service philosophy.The transaction banking business has made use of its outstanding advantages by many Chinese-funded commercial banks as an effective response to the interest rate marketization,financial disintermediation,Internet finance and many other challenges,and actively seek the public business development path transformation practice effective choice.In this paper,the internal and external environment and the implementation of the "Citic Transaction Sevice" strategy of CITIC Bank are analyzed by using the research method and the five-force model,and the problems in implementation are given.Then,the SWOT analysis method is used to systematically sort out the advantages,shortcomings,opportunities and challenges of the "Citic Transaction Sevice" brand strategy,and eight kinds of optimization schemes are obtained.Finally,the best optimization scheme is selected by QSPM matrix.Given its implementation measures and safeguards.It is hoped that through the research of this paper,we will give effective suggestions for the promotion and implementation of the "Citic Transaction Sevice" brand strategy of CITIC Bank Trading Bank,and provide some guidance and help for the future of trading banking business reform and competition.But also hope to provide some reference and reference for the implementation of other bank trading bank brand strategy.