The Research Of Marketing Strategy For International Business Of Bank Of Chongqing

As an important part of intermediary business, the international business become a significant source of profit and income for commercial bank. With the development of internationalization and globalization, commercial banks will face fierce market competition. How to develop the international business, and open the domestic and international market through providing the convenient and efficient international business services to customers have become the focus of competition for commercial banks. As a city commercial bank, Bank of Chongqing exists any problems such as the late start of international business, the shortage of product category, the marketing method fall behind, lack of qualified personnel etc.This article will base on the theories of finance, marketing, and management of strategy for framework. Through deeply investigation and analysis the marketing strategy of Bank of Chongqing, Put that BOC should exert its own advantage and carry out the relationship strategy by using the CITI Bank's advanced experiences. This article try hard to seek an effective pathway to marketing for international business of BOC. It also gives us some references and examples for other city commercial bank in the future.In the first chapter, the author introduce the background, purpose and meaning of this thesis. The second chapter is the literature review of bank marketing home and abroad. In chapter three, the author apply the SWOT matrix and analytic methods of industrial structure in the west management theory, analyze the competitive environment being inside and outside which the BOC encountered. The method of case analysis combining with the author's own factual work is applied in chapter four. He put emphasis on the relationship marketing strategy, and point out its realistic significance for Bank of Chongqing. In the last chapter, some constructive suggestions such as the standardization management and employees incentive policy are put forward by the author in order to show they are the key factors which guarantee the healthy and rapid development for international business of BOC.