Research On Optimizing Of Marketing Strategy For Cross-border Rmb Business Of Icbc Gansu Branch

With the gradual advancement of RMB internationalization,commercial banks have paid more emphasis on cross-border RMB business since the Chinese government has issued a plan on implementing pilot reforms on cross-border trade RMB settlement in 2009,listing it as an emerging field in international business sector and constantly strengthening the promotion of the business.In recent years,in the face of the new opportunities of foreign trade in Gansu Province under the Belt and Road initiative,ICBC Gansu Branch has also listed cross-border RMB business as an emerging field in international business sector,and actively promoted the customer and product.However,ICBC Gansu Branch’s cross-border RMB business has been weighed down by factors such as the fierce business competition,unreasonable assessment mechanisms,weak of personnel professional skills and lack of supporting credit policies.It’s in desperate need for ICBC Gansu Branch of optimizing the marketing strategies to enhance the competitiveness of cross-border RMB business.Based on the above background,this thesis takes the optimization of cross-border RMB business marketing strategy of ICBC Gansu Branch as the research object,and introduce the relevant concepts and theories of Marketing and cross-border RMB business.Then,it introduces the current situation of cross-border RMB business of ICBC Gansu Branch,and elaborates the marketing situation in combination with the 7Ps marketing theory,comprehensively using the questionnaire survey method and interview method.The problems and reasons in the current business marketing would also be analyzed,such as the single product promotion content,the lack of market competitiveness in price and professional talents,and the lack of physical display.After that,it conducts the comprehensive research on the marketing environment of cross-board RMB business,analysis the opportunities,threats,advantages and disadvantages faced by ICBC Gansu Branch through SWOT matrix,and suggests the target-market by using STP marketing theory after the optimize of marketing strategy.Subsequently,the research would position the target market after the optimization of the cross-border RMB business marketing strategy by using STP and 7Ps theory,and optimizes the design of the cross-border RMB business marketing strategy,such as developing customer-oriented products and service strategy,differentiated pricing strategy,enhancing the media publicizing strategy and strengthening personnel training strategy etc.Finally,it suggests to establish the reasonable human resource mechanism,efficient assessment and incentive system,financial fund management system and sound risk management system to ensure that the marketing optimization strategy could be implemented.The marketing optimization strategy of cross-border RMB business proposed in this research has a positive impact on promoting the marketing management ability and market competitiveness of ICBC Gansu Branch,and plays a certain reference significance for other commercial banks to expand their cross-border RMB business as well,and jointly promote the well development of RMB internationalization.