Research On Marketing Strategy Of Foreign Exchange Derivatives Business Of A Bank Kunming Branch

In the new era,with the deepening of RMB exchange rate reform,the marketization of RMB exchange rate developed rapidly,the two-way fluctuation of the RMB exchange rate has become more and more obvious.As an effective tool for hedging and exchange rate hedging,foreign exchange derivatives have ushered in new development opportunities and broad development space.Domestic enterprises handle foreign exchange derivatives business through commercial banks.The healthy and effective use of foreign exchange derivatives business will help enterprises maintain financial neutrality,avoid exchange rate risks,and allow enterprises allocate and manage domestic and foreign currency assets more efficiently.As a capital-light business,foreign exchange derivatives business has the characteristics of low capital consumption,high return level and outstanding comprehensive value contribution.It also plays an irreplaceable role in enhancing customer stickiness and increasing intermediary business income.In the context of the current difficult and complex economic situation at home and abroad,the difference between bank deposit and loan interest rates becomes smaller and the horizontal competition is also becomes more intense,in order to achieve a breakthrough in the growth of foreign exchange derivatives business,it is necessary to formulate reasonable and effective marketing strategies.The paper considers Bank A Kunming Branch’s foreign exchange derivatives business as a research object and explores existing issues in the marketing management of foreign exchange business in Bank A Kunming Branch by literature research method,case analysis method and inductive analysis method,put forward the marketing strategy in four aspects: product,price,channel and promotion,as well as suggestions for the implementation of strategies in terms of management mechanism,talent team construction,risk management and customer education.The research of this paper is based on the definition of relevant basic concepts and literature review research,combined with the development of foreign exchange derivatives business of Bank A Kunming Branch,using the 4Ps theory to expound the development status of foreign exchange derivatives business,and dig out four problems in Bank A Kunming Branch’s foreign exchange derivatives business: insufficient product application,low-price competition eroding profits,poor sales channels,and single promotion methods.On the basis of using the PEST analysis method to analyze the macro marketing environment of the foreign exchange derivatives business of Bank A Kunming Branch,and using Porter’s five forces model to analyze the micro marketing environment of the foreign exchange derivatives business of Bank A Kunming Branch,SWOT analyze,and the STP theory is used to analyze market analysis,market selection and market positioning of the foreign exchange derivatives business of Bank A.Kunming Branch,combined with the business practice of foreign exchange derivatives business of Bank A Kunming Branch,and proposes four marketing strategies: first,customized products and value-added service strategies,second,Flexible and standardized price strategy,the third is the offline marketing channel strategy,the fourth is the multi-level promotion strategy,and finally,the strategy implementation guarantee suggestions are given from the four aspects of operation mechanism,talent team building,risk management and customer education.