International Marketing Strategy Of China Commercial Bank

Commercial Bank International is inevitable in the world's economic integration and bank international competition; is inevitable for China tomake good use of comparative advantages in WTO and make full use of resources both in domestic and international markets; is the necessary path for China's banking industry development and growth;is the important part of our "going out" strategy,. Chinese commercial banks should be fully aware of the environment in the process of internationalization, and kwon the status of domestic and foreign commercial banks, and understand of international commercial banks and international marketing of the theoretical basis; Finally, according to the actual situation in China for Chinese commercial banks,make an own road of bank internationalization.Chapter one this article describes the meaning, purpose and status of the study at home and abroad. Focusing on the overviews of the opportunities and challenges of Chinese commercial bank internationalization, summarizes the situation.Chapter two International analysis Commercial Bank of China and the international marketing environment,make a SWOT analysis of China's commercial banks'inviroment of internationalization.Chapter three describe the status and the deficiencies of chinacommercial bank Internationalization.The chapter four firstly analysis motivation theory of International Commercial Bank, then make a strategy by location, route and service during the bank internationalization. Through theoretical analysis and history of international experience in foreign banks, by location priority to choose the neighboring countrie, by route, transnational merger and acquisition is very important for china commerciaol bank internationalization; by service, Choice in the business, it is necessary to make stedy progress from trade and financing product to exchange and financial derivatives products.Chapter five discuss the international marketing theory which suitable to china commercial bank internationalization,and analysis china commercial banks'intemationalizationg strategy by 4Ps theory.