Research On The Cross-border RMB Settlement Business Development Countermeasures Of A Bank Shandong Branch

Since July 2009,the cross-border RMB settlement business started in Shanghai,Guangzhou,Shenzhen,Zhuhai,Dongguan,the settlement size,business type,geographical coverage continue increasing,play a huge role in promoting Chinese enterprises "going out" and the internationalization of RMB.Shandong plays an important role in the coastal economic map of China,outward economic characteristic is obvious,the scale of cross-border trade and financing is huge,commercial banks' cross-border RMB settlement business is developing rapidly in the province.A bank Shandong branch as a large state-owned commercial bank in Shandong,actively responds to the government's call,accurately grasps the opportunity of policy,cross-border RMB settlement business achieves rapid development,but there are also many problems and deficiencies.This paper mainly studies A Bank Shandong branch how to accelerate the development of cross-border RMB settlement business,expand the customer base and increase market share,in the face of increasingly fierce market competition and complex external environment.The survey finds that currently A Bank Shandong branch business volume continues declining in the field of cross-border RMB settlement,the competitiveness of industry and the market share decrease significantly,the marketing promotion progress of key products is slow,the development of all secondary branchs' business is unbalanced.The root causes of above problems,mainly including weak customer base,lack of professional talents,imperfect product innovation and marketing management mechanism,backward development of business under capital account,insufficient support and guarantee ability of information system.Through the research on A bank Guangdong branch and Bank of China two advanced banks,summarize the useful experience in mining customer resources,development of settlement products,innovative marketing mode,improving risk control,grasping the policy guidance etc.According to the characteristics of A bank Shandong branch,from the five aspects of making development plan,marketing customer resources,innovating products and services,establishing talent team,business departments' linkage etc,make practical and feasible development strategies to enhance the cross-border RMB settlement business market competitiveness and industry status of A bank Shandong branch.In addition,from the view of macro and global perspectives,propose improving the function of information system,strengthening risk prevention and control ability,improving the business assessment mechanism,increasing financial resources input,to ensure that the development strategies of A bank Shandong branch can be successfully implemented and achieve the desired results.