Research On The Optimization Of The International Business Marketing Strategy Of X Bank Y Branch

Although the global economic recovery is weak and unstable,export-oriented economy in China has been a trend of stabilizing up well,especially with the steady progress of "area",China’s foreign investment,foreign trade rebound,smooth introduction of foreign capital,for the bank’s international business market development of products and services provided space and new opportunities.At the same time,China’s financial system,including the reform of the foreign exchange system,has entered a new stage,and the supervision and development orientation of"strictly controlling risks" and "serving the real economy" have been strengthened in an unprecedented way.Bank profits are more reliant on service innovation and market expansion,and commercial Banks are particularly competitive in the international business.In the face of the advantages of traditional foreign exchange business benchmarking bank-bank of China and other state-owned Banks,how to expand the international business market of joint-stock Banks will be a major topic.In this paper,based on the research object of X bank Y branch,through the systematic review of marketing theory,including service marketing theory and banking marketing strategy,based on the review of relevant research literature at home and abroad,the paper holds that,based on China’s economic development stage and market characteristics,the "new 4Ps" theory and the strategy of "STP" theory,integrated marketing theory,the 4R theory proposed by elliot edenberg in 2001,and the relationship marketing methods of Barbara bender Jackson,are highly applicable to the market marketing strategy selection and design of joint-stock Banks in the environment of economic transition period and innovation driving period,new enterprises,new industries and new industries,while the market competition is extremely fierce.Based on large amounts of data and facts analysis,the paper think Y branch current international business marketing strategy is lack of strategic orientation,market segmentation,fuzzy,overall marketing consciousness,backward relationship marketing concept and technique,etc.SWOT analysis method,combining with new strategic marketing 4 ps,4 rs,integrated marketing theory,put forward four optimization marketing strategies.Namely to build responsibility benefit community with the customer relationship marketing concept,along the industrial chain,with emphasis on the extension of the marketing chain integrated marketing approach,competition and cooperation of "blue ocean" marketing strategy choice,the development goals in the new enterprise,new industries and new forms of strategic marketing direction,on this basis made six specific marketing scheme design,and puts forward new Y branch marketing strategy and plan implementation safeguard measures.Papers on the bank of X,Y international business marketing strategy research,help expand Y branch customer base and market share of international business,promote the fact cooperation viscosity and customer loyalty,promote international business professional management level and core competitiveness.The marketing of the international business of other new joint-stock Banks sub-branches also has certain reference significance.