Research On The Optimization Of International Business Marketing Strategy Of Jinan Rural Commercial Bank

More frequent communication and trades can be observed as the economies of different nations are getting into one organic system due to the economic globalization and the progress of China’s "One Belt,One Road" initiative.Under such conditions a lot of commercial banks are adjusting their strategies to satisfy the international and diversified needs in financial products and services in the ever changing markets.As profit searching agencies banks have to turn to the international market for more opportunities when traditional businesses have been less important.At present almost all the banks,no matter large ones or small ones,are making more and more effort on providing novel international products and services.With the development of "One Belt,One Road" network more and more attention has been put on the international businesses by commercial banks and in turn more and more income and profit has been offered by the international businesses.Together with the ever increasing turnover of international trade,advances in technology facilitate commercial banks to make innovation in international businesses.Banks are more and more relying on international businesses to get a larger market share and more profit.A case study of Jinan Rural Commercial Banks(JRCB for short)is employed in this thesis to make a detailed account of the development in the international businesses so that practical measures could be put forward to increase the banks’s competitive advantage in international businesses.PEST model is used to make a systematic analysis of the macro environment for JRCB to carry out its international businesses.Porter’ s Five Forces Model is used to analyse the competitiveness of JRCB in the industry,which serves as the basis for finding out the problems of JRCB to extend its international businesses.SWOT model is used to analyse the opportunities and challenges facing JRCB in developing international businesses while advantages and disadvantages of JRCB in doing international businesses are studied as well.As a result a modified strategy has been offer in this thesis which includes improving the incentive mechanism,advocating technology development and intensifying internal risk control.Effective strategy of developing international businesses for JRCB is expected to be put forward in this thesis which may increase its competitiveness and enlarge its market share.References for other similar banks are also expected to be offered in this thesis.