A Research On Marketing Strategy Of H Bank’s Trade Financing In Mainland China

Since China joined the WTO,it has actively fulfilled its commitments to open up of the financial industry,which has provided good conditions for the rapid development of foreign banks.H Bank(China)Limited is one of the earliest foreign banks to enter the Chinese mainland market.Its assets is expanding,but the market share is still very low due to the limitations of resources,positioning,risk preference and so on.Trade financing is one of the main businesses of commercial banks,which helps banks to create profits,optimizing credit structure,and reducing risks.In the complex and highly competitive market environment,H Bank(China)needs to formulate scientific marketing strategies to guide the development of intra-bank trade financing business.This article is based on modern marketing theory and takes H Bank(China)’s trade financing business marketing strategy as the research object.Firstly,it sorts out the current situation and problems of H Bank(China)’s trade financing.Secondly,analyze the macro environment and the competitive environment by using PEST and Porter’s five forces analysis model.And also using the questionnaire survey for market research,collecting consumer behavior information,conducting descriptive statistical analysis and correlation analysis.Finally,based on the previous research results,analyzing the market segmentation,target market and market positioning of H Bank(China)’s trade financing,and putting forward corresponding optimization recommendations,sorting out the necessary safeguard measures for the smooth implementation of marketing strategy.The results of this research provide theoretical support for H Bank(China)to formulate scientific trade financing business marketing strategies,which has practical value.The research ideas and methodology can also provide reference for other commercial banks to carry out trade financing business marketing.