Research On Marketing Strategy Of International Business Of MS Bank Nanjing Branch

In 2013,China put forward the "Belt and Road" initiative,which injected new impetus into China’s macroeconomic development,especially the import and export business,directly stimulated the cross-border business development of Chinese enterprises,and achieved a new breakthrough in foreign economic exchanges of Chinese enterprises.In this context,banks and other financial institutions have provided necessary financial service support for the implementation of Belt and Road initiative through continuous financial service model innovation,and laid a good foundation for Chinese enterprises to participate in international competition.On the other hand,in the face of the huge impact of economic globalization,enterprises have put forward higher requirements for the financial services of banks and other financial institutions,which not only makes commercial banks face good historical development opportunities,but also brings many challenges to the future development of banks.Therefore,commercial banks must start from the actual requirements of customers,adopt targeted marketing strategies,and constantly improve the financial service capacity.This paper from the MS bank Nanjing branch of the current situation of international business development,through the research and main customers in the province,understand the current MS bank Nanjing branch international market share,absorb the development of excellent Banks and experience,summarizes the shortcomings and deficiencies in the international business development.Then to identify the gap,and to optimize the internal and external marketing strategy of MS Bank Nanjing Branch,the development and improvement of international business marketing of MS Bank Nanjing Branch are realized.First of all,the questionnaire survey shows the problems in the international business marketing of Nanjing Branch of MS Bank include: insufficient product types and innovation,lack of innovation,lack of price competitiveness,smooth marketing channels and lack of targeted promotion.This is mainly due to the lack of long-term business planning,the lack of corresponding resource allocation,the lack of business handling efficiency and the guidance of assessment.On the basis of PEST analysis,Porter five-force model analysis and SWOT analysis,and the external environment analysis and industry competition environment analysis of the international business marketing of MS Bank Nanjing Branch,the international business target market segmentation and marketing strategy optimization of MS Bank Nanjing Branch are completed.Finally,the implementation guarantee of the international business marketing strategy of MS Bank Nanjing Branch is put forward from the aspects of talent system support,supporting policy support,risk management support,strengthening the guarantee of international business human resources,implementing the concept of comprehensive risk management and improving the examination and approval mode.