Marketing Strategy Research Of International Settlement Business Of J Bank,H Branch

The current global economic slowdown,commodity prices downward,two-way RMB exchange rate volatility increased,the domestic economy is generally stable,but the three overlay of the grim situation,international business development situation is increasingly complex.Since 1996 the establishment of international business,J BANK H Branch has been committed to expanding the scale of business,expanding the foreign exchange market,enhancing the brand influence,now,they achieved certain results,but comparing with the local Bank of China,customer of international settlement and product marketing is still a large gap.As joint-stock banks and local banks settled in H city,attracting clients,industry competition intensified.When the state of "going out" strategy and promoting the internationalization of the RMB,J BANK is implementing the international strategic transformation,H branch should seize the opportunity,deepen the transformation,enhance the international competitiveness of business.This article selected the international settlement business marketing strategy of J Bank H branch as the research object.First,I described the marketing situation of H branch,in-depth analysis of its existing marketing strategy,identified the main problems of the single Marketing mode,not balanced county development and the lagging international business talent team.Then,I analyzed the internal and external environment of business marketing of J BANK H branch,including macroeconomic environment,policy,technology,local competition environment,and then used the analysis method of SWOT to find the advantages,disadvantages,opportunities and threats existed in the international settlement business marketing.It identified local customers' needs of international business,based on the theory of marketing,determined the marketing strategy.According to the characteristics of international settlement business,put forward a series of suggestions for improvement,using marketing theory of 7PS,in the ways of product,price,place,promotion,participant,process and physical evidence.Strengthen product innovation,optimize product portfolio,flexible pricing,establish a hierarchical marketing mechanism,improve product promotion platform,and so on.Then,it involved a series of support measures from talents,resources and risk control.With all the above,I hope to provide useful reference for the development of the international business transformation of J BANK H branch.