| A successful enterprise depends on its finer strategies. International business has been listed on the first four strategic business lines of Industry and Commercial Bank of China (hereinafter referred to as ICBC), and ICBC has seen international business as one of the most important businesses in its reform and development during following 3-5 years. Because ICBC Guangxi Branch is facing relatively tough situations such as rather short resources with foreign exchange, rather unattractive investment environment, rather weak strength of export-oriented enterprises, inflexible marketing mechanism, and low operating achievements, etc. Thus a good strategy is really needed for healthy and harmonious development in its international business's quality, benefit and scale.On the basis of environment-strategy-organization theory, in order to set up a good international business strategy plan in the new development period and realize the best matching between the inner resources and outer environment of ICBC, this dissertation detailedly analyzes the inner and outer environment, thoroughly studies the advantages and disadvantages in marketing competition through investigating the economic and foreign trade development position of Guangxi and competitive situation of banking industry, and draws out a conclusion that the competitive strength of international business of ICBC Guangxi Branch lies in international financing, products innovation, border trade settlement and mechanism innovation. Through SWOT analysis, the resources and energy of the enterprises are evaluated; the strengths and shortcomings, as well as the opportunities and threat are also found out, and finally the breakthrough and direction of the international business is precisely located. Based on the above mentioned theory, this paper put forwards the international business development strategy of ICBC Guangxi Branch, that is, the combined strategy of central competitive strength plus brand characteristics plus... |
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