Research On Optimizing Marketing Strategy Of Nanchang Rural Commercial Bank's International Business

In recent years,the global economy has shown a trend of recovery and kept a moderate development,as a result,China's foreign trade has maintained a steady growth.In the meantime,the proposal of "The Belt And Road " and "going out" and "bringing in" policies have lead a great promotion of China's foreign trade,which provides an opportunity for the development of China's commercial Banks' international business.As the capital city of Jiangxi province,Nanchang enjoys a rapid development of export-oriented economy;the environment for foreign investment has been greatly improved,and shows a steady growth of international trade.Nanchang rural commercial bank co.,ltd(hereinafter referred as "Nanchang rural commercial bank")is the first rural commercial bank which operates the international business among all the institutional commercial banks in Jiangxi province.Since it started the international business in 2011,its business volume has increased steadily,the international products are diversified,and the market recognition has been continuously increasing.However,comparing with those national commercial banks,the market share of Nanchang rural commercial bank's international business is still low,and there are so many urgent problems to be solved.Therefore,the analysis of its international business' current situation and optimization of marketing strategies can not only promote the rapid and continuing development of Nanchang rural commercial bank's international business,but also improve the comprehensive competition of the bank.The paper takes Nanchang rural commercial bank where the author works as the object,firstly it makes introduction to the process,status and main products of Nanchang rural commercial bank's international business.Secondly,it conducts the in-depth analysis of the international business' marketing strategies.By using PEST model and Porter's five forces model,the macro marketing environment and industrial competitive environment it faces has been analyzed.Through the application of these theoretical tools,it figured out those problems existing in the marketing strategies of Nanchang rural commercial bank.On this basis,it proposes the optimized marketing strategies of international business' development.Lastly,in order to ensure the optimization can be executed successfully,it provides safeguards which including the human resources,internal control,credit policy and information technology.