Research On Services Marketing Strategy Optimization Of International Business In N Bank S Branch

Since the reform and opening up,the vigorous development of foreign trade in S city has created a good opportunity for the further internationalization of local banking industry.In order to consolidate its position in international financial business and further realize its strategic goals,N Bank S Branch must give full play to its advantages as a large state-owned commercial bank,continue to position and expand various market segments,and explore more marketing target groups and business development opportunities for itself.This paper chooses N Bank S Branch as the research object and conducts a special study on its operation status and marketing strategy.On the basis of defining relevant concepts and sorting out relevant literature,through questionnaire survey,the main problems found in the strategy include: The current product system is difficult to meet customer demand,the business charging standard is too high and inflexible,the business marketing channels are relatively single,the business promotion is insufficient,the comprehensive marketing service ability of personnel needs to be improved,the business service process is not standardized enough,and the tangible display mode lacks novelty.The reasons for the problems include: bank leaders do not pay attention to them,lack of professional international business marketing personnel,and lack of necessary guarantee mechanism for international business marketing strategy.Combined with the viewpoints of the literature,this paper puts forward some suggestions,such as optimizing the existing product system,perfecting the existing pricing method,implementing omni-channel marketing,strengthening business promotion,enhancing personnel’s comprehensive service marketing ability,formulating standardized service process of informatization,and making use of science and technology to carry out tangible business display.At the same time,it puts forward the guarantee measures such as resource allocation guarantee,development strategy guarantee and risk management guarantee,which can be used for reference for the bank and other commercial banks with similar situations in international financial business marketing.Text 54251 words,61 references.