| In recent years,the global economy is gradually recovering,but the road to recovery is still difficult and tortuous.In the next three years,complexity and differentiation will remain the important characteristic of the global economy.Under the background of global political and economic adjustment,China’s economic and social development still has great strategic opportunities,but it also many challenges.In this context,the commercial banks’ traditional profit model is difficult to keep going on based on the spread between deposits and loans,so they have shifted their business focus to the international business.How to make full use of the marketing strategy to enhance international business has put on the schedule of banks.This paper takes XY Bank Nanchang Branch as the research object and makes study of the marketing strategy of international business of XY Bank Nanchang Branch.Through the SWOT analysis of the international business marketing environment of XY Bank Nanchang Branch,this paper analyzes the shortcomings in the marketing of the national industry.Firstly,the customer structure is unreasonable.Secondly,product marketing lacks innovation.Thirdly,the product price is not competitive.Finally,the current management model of the bank is difficult to mobilize the enthusiasm of employees for marketing.Based on the above problems,this paper uses 4P theory to propose measures for optimizing marketing strategies in terms of products,prices,channels and promotions.In the face of the highly competitive interbanks,in order to stand out,banks can only be invincible change their business ideas and improve their service levels.The research in this paper has positively promoted the XY Bank Nanchang Branch to improve the competitiveness of the international business market;it not only improved the existing marketing strategy,but also provided suggestions for the development and breakthrough of the international business with XY Bank Nanchang Branch. |
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