Research On Marketing Strategy Of Foreign Exchange Option Products Of CMB Quanzhou Branch

After the “811” exchange rate reform in 2015,after the central bank improved the RMB-to-US dollar mid-price quotation mechanism,the RMB exchange rate showed thorny volatility with global political,capital and trade changes.This not only brings new impacts on passive international Chinese enterprises that are gradually integrated into the global supply chain system and market system,but also exposes the import and export enterprises in Quanzhou to huge exchange rate risks.The China Merchants Bank Quanzhou Branch is taking a huge fluctuation in the exchange rate market.In the past few years,we have been conducting R&D,innovation and marketing promotion of foreign exchange option products,striving to open up a wider market and increase market share.However,it also faces marketing bottlenecks such as customer clustering,product homogeneity,low price competitiveness,single marketing channel,and traditional promotion methods.The marketing strategy needs to be improved and optimized.This paper makes a comprehensive review of the relevant literatures of bank marketing through the use of literature research methods,and then uses the comparative analysis method to analyze the historical and horizontal data of China Merchants Bank Quanzhou Branch over the years,and to understand the current status and development trend of foreign exchange option products marketing.Through on-the-spot investigation and inspection of relevant information of China Merchants Bank Quanzhou Branch,the Bank analyzed the marketing environment and marketing status of the bank,and combined with the questionnaire survey of foreign exchange option product customers and the interview of the general manager of the Bank's transaction banking department,the bank's foreign exchange options were obtained.The main problems in product marketing,namely,customer cluster,product homogeneity,high price,single marketing channel,and traditional means of promotion.In view of the problems in the marketing of China Merchants Bank Quanzhou Branch,the STP theory and 4P marketing theory were comprehensively used to formulate product strategy based on customer demand,differentiated pricing strategy,diversified channel construction strategy,and diversified promotion means for foreign exchange option product marketing.Strategy.It also puts forward three marketing guarantee measures to improve the product marketing organization structure,strengthen the marketing talent team and improve the overall service level of the bank.Therefore,the optimization of the foreign exchange option marketing strategy of China Merchants Quanzhou Branch will be realized,the market competitiveness will be enhanced,and the bank's foreign exchange option business will be developed steadily.