Research On Marketing Strategy Of Personal Foreign Exchange Business Of A Commercial Bank Jilin Branch

Intermediary business is one of the main sources of traditional income of commercial banks.Before the narrowing of deposit and loan spreads,its profit contribution accounted for a large share of commercial banks,but its importance was not prominent.With the rapid development of the Chinese economy and the year by year advancement of interest rate marketization,the interest margin income of traditional deposit and loan businesses narrows gradually.Under the environment of increasingly fierce market competition,commercial banks can no longer use deposit and loan business as the sole revenue source.As the income of residents continues to increase,the requirements for products and services tend to diversify.Only through vigorous development of intermediate business can we find new opportunities for the development of commercial banks.While increasing the stickiness of customers,it also increased the contribution of commercial banks' revenues and seized market share.At the same time,the personal foreign exchange business,as a type of commercial bank's intermediate business income business,plays an important role in increasing the commercial bank's intermediate business income.In the tide of personal banking business development,personal foreign exchange business has been valued by commercial banks for its unique advantages.If a commercial bank can fully tap the potential of personal foreign exchange business,it will greatly enhance the development space of the personal financial business of a commercial bank,thereby improving the overall income of the bank.This article is mainly based on modern corporate marketing and business management theories,combined with the domestic and external financial environment of Jilin Province,to study the actual situation of individual foreign exchange business of A Commercial Bank Jilin Branch.Based on the research of a large amount of domestic and foreign literature,by collecting data and using PEST analysis method to analyze the marketing environment and operating status of the personal foreign exchange business development of A Commercial Bank Jilin Branch,this paper managed to clarify the current problems in the personal foreign exchange business marketing of Jilin Branch of A Commercial Bank.At the same time,it conducted in-depth analysis of marketing status and problems,using STP theory and4 P theory to formulate a marketing strategy for the personal foreign exchange business of Jilin Province Branch of A Commercial Bank,and provided specific guarantee measures for marketing strategies.These strategies and measures have strong practicability and operability and will have positively promoted for the development of the marketing theory of A Commercial Bank Jilin Branch.This article adheres to the "problem-oriented" approach and proposes marketing strategies through in-depth solutions to the existing problems.The marketing strategies and safeguards proposed in this article have certain effects on the bank's ability to increase the market share of personal foreign exchange businesses and maintain industry leadership.It is helpful and instructive.At the same time,as the problems encountered in the development of personal foreign exchange business of Jilin Branch of A Commercial Bank are universal,the specific marketing strategies and measures in this article provide some references for the development of personal foreign exchange business of other commercial banks.