A Research On The Marketing Strategy Of The International Business Of Rural Commercial Banks

With the deepening of the integration between local and foreign currencies in commercial banks,operating international business plays a more and more obvious role in the improvement of commercial banks.Many rural commercial banks operated international business and gradually occupied a place in their own local markets,because of improving comprehensive strengths,raising the level of financial services,exploring profit sources,and avoiding the loss of customers.However,affected by many internal and external factors in recent years,international business in rural commercial banks developed slowly and lacked motive force.To survive and develop in a highly competitive environment,rural commercial banks need to make best use of the advantages,think difference in marketing,and also find the opportunities in the market segments.It becomes an urgent task for many rural commercial banks to establish the suitable marketing strategies and maintain the market shares.This paper adopts the A Rural Commercial Bank as the research sample.Based on the current situation of the bank's international business,it analyzes the marketing environment and formulates the marketing strategies.Firstly,it shows the background and significance of the writing,and summarizes the related marketing theories and international business knowledge.Secondly,it elaborates the operating and marketing status of the bank's international business,and then presents the problems that existed in the process of international business marketing.Thirdly,it analyzes international business marketing in three aspects:the macro-environment,the micro-environment and SWOT.Fourthly,it designs the marketing strategies of international business from seven fields:Product,Price,Place,Promotion,People,Physical Evidence and Process.Finally,it puts forward some relevant measures to ensure the operation international business marketing.