Research Of Marketing Strategy For CMB Chongqing Branch' Foreign Exchange Business

Marketing, as one of the major of commercial competition, now has been the key channel to raise the ability of competition and to get competition advantages in bank industry of Chongqing city. Marketing in bank can be classified into strategic marketing and tactical marketing.On the basis of the investigations and analyses of the present situations of foreign exchange business in CMB(china merchant bank) Chongqing branch, the essay points out some problems existing in the current bank marketing, and indicates that carrying out strategic marketing is the direction for CMB Chongqing branch to improve the marketing level of foreign exchange business.In the essay, the author has applied the SWOT and analytic methods of industrial structure in the west management theory, and has drawn up the discrepancy marketing strategy for banks according to the trait of the present industrial structure of foreign exchange of CMB Chongqing branch, its advantages and disadvantages being inside and outside about the banking foreign exchange business, and its opportunities and challenges etc.In the light of the direction of choice about the discrepancy marketing strategy of foreign exchange business in CMB Chongqing branch, the author has put forward the reasonable suggestions.