Research On Optimizing Of Marketing Strategy For International Settlement Business Of ICBC Gansu Branch

With the promotion of "One Belt And One Road" initiative,the development of foreign trade economy in gansu province has ushered in a new historical opportunity,and the international settlement business of commercial banks has become the focus of competition.In recent years,the ICBC Gansu Branch is committed to catch up with the Bank of China international settlement business,but in the unrealized catch up with the target at the same time,is China Construction Bank gradually closer to market,combined with the joint-stock banks and city commercial banks flexible policy mechanism of competition,the ICBC Gansu Branch of international settlement business development impact.Due to its single marketing mode,weak customer base,backward product innovation,brain drain,internal control compliance imbalance and other problems,ICBC Gansu Branch needs to change its thinking and optimize the existing marketing strategy to expand international settlement business.Through the combination of theory and practice,this paper studies and analyzes the marketing strategy and optimization of international settlement business of icbc gansu branch by means of interview survey,literature research,experience summary and other research methods.Combined with marketing theory,mainly including the service marketing theory and the theory of commercial bank marketing system,the literature review of relevant research both at home and abroad,based on the survey and the interview data analysis,through the PEST analysis,Porter's Five Forces Model,the SWOT analysis of ICBC Gansu Branch of the international settlement business marketing of the external environment,competition environment and their own advantages and disadvantages,opportunities and threats to conduct a comprehensive analysis,to determine should choose to seize the opportunities in the current economic environment,overcome the disadvantages of strategy,namely using external development opportunities,through strengthening internal management,clear development ideas,The strategy of building a team of professionals to stabilize andexpand market share.By 7ps marketing theory,from product,price,channel,promotion,process management,personnel,tangible demonstration in seven aspects put forward the optimization improvement Suggestions,icbc gansu province branch of the international settlement business marketing strategy optimization measures include with new adhere to innovation,strengthen the brand image,optimize the marketing channels,internal management,flexible pricing,foster professional talent team,etc.,finally from the clear strategy orientation,deepen the mechanism innovation and strengthen risk control management three aspects specific safeguard measures are put forward.The innovation of the paper compared with the similar research problem is increased in view of the international settlement business process optimization analysis corresponding countermeasure and the suggestion,to facilitate the overall improvement and improve service efficiency,to the transformation of ICBC Gansu Branch of the international settlement business development has the practical significance,the interbank market leading position,to ensure that the ICBC Gansu Branch to other commercial bank's international settlement business development at the same time can also provide useful reference.