Research On Marketing Strategy Of International Settlement Business Of B Tianjin Branch

With China's economic development,the gradual opening of China's financial markets and mature for China's foreign trade development of good health to provide a favorable environment.Total imports and exports continue to break new ground,which gives commercial banks of international settlement business in China is a big market space.Faced with increasingly fierce competition in the financial sector domestic banks to raise the international settlement business to a new strategic level,banks have to focus shifted to the high rate of return,risk,settlement in the field of international capital occupancy rate is low,and this new profit growth point.Banks conducted a comprehensive deployment,thereby improving comprehensive international settlement business,and enhance their competitiveness.Faced with such fierce competition in the international and domestic situation,B Tianjin Branch Bank for International Settlements ability is insufficient,although international settlement volume has increased in recent years,but in the face of fierce market competition,the share of market share is not ideal,international settlement further development is still struggling.B Bank Tianjin Branch to face external challenges and opportunities to optimize its own conditions,to improve the international settlement business marketing strategy.In this paper,the Tianjin branch of the Bank for International Settlements B business situation and marketing strategy were analyzed and found that the presence of international settlement products lack of innovative capacity,the price of a single,channels need to be improved,cumbersome approval procedures,low staff productivity,potential customers and other issues to be excavated,In this paper,the environment B Bank Tianjin Branch to analyze these problems,combined with the bank's internal business environment,the bank's analysis of the advantages,weaknesses,opportunities and threats.Finally,from products and services,price,place,promotion,people,process improvements have been made six recommendations and marketing program: strengthening product innovation and service,to create a combination package of financial services,to develop trade financing;reasonable and flexible pricing mechanism,depending on the implementation of customer and product as well as the amount of the difference between the settlement price;speed network transformation,to develop electronic banking channels,strengthen internal and external linkage;in sales promotion network should pay attention to propaganda,the implementation of differentiated marketing,brand image;regular training staff enhance staff professionalism;reduce approval procedures,decentralization Branch to form a sound and effective marketing strategy.To improve their competitiveness through improved marketing strategy,so that the bank quickly increase market share.Meanwhile,many city commercial banks are also facing the same dilemma,to develop marketing strategies of these banks have a certain significance.