The Research On Marketing Tactics Of International Business Of Dalian City Commercial Bank

By way of a significant source of profit and income, the international business of Commercial Bank becomes an important business activity for banks. With the development of internationalization and globalization, competition between banks is very severe. How to developing the international business, opening the national or international market, supporting the more convenient and efficient international business services to customers, that have become the focus of competition for banks. Currently, as a City Commercial Bank, because of international business starts too late, Dalian City Commercial Bank (DLCCB) exists the problems which are shortage of category of product, the marketing method fall behind, sale outlet single etc.This article will base on the theories of finance, marketing, and management strategy for framework. Through analysis the present development condition of DLCCB international business, found out the exist problems in the developing process, try hard to find out effective path that is for strong international business of DLCCB. That also provides the references for further the development of international business of all City Commercial banks in the future.First of all, this text analysis the development of external environment which for international business of DLCCB.Then carried on analysis is the internal environment of international business from the aspects such as management style, marketing status and environment requirement etc. Finally, that usage SWOT matrix analysis method, raise development strategy, marketing strategy and marketing combine strategy for international business of DLCCB.From analysis and combination the work practice of myself, this text put forward that integral of both foreign exchange and internal currency, the scale and performance lay equal stress on the development strategy. So, the text according to different growth strategy and compete strategy, from 4Ps (product, price, place, promotion) to put forward concrete the marketing combine strategy, and give the implement guarantee that for encouraging a mechanism, internal control, and human resource etc.