The Study Of Marketing Strategies For NG Bank's Financial Derivatives

This thesis addresses the issues related to the marketing strategies for the financial derivatives of national grand (NG) banks. With its economical and financial development, China has witnessed the emergence of various kinds of financial derivatives, which both meet the investors' needs of risk avoiding and provide them with tools of risk-hedging and value-maintaining. Meanwhile, the financial derivatives have boosted the growth of the intermediate services of China' s commercial banks, improved the function of its financial markets, and increased the efficiency of market operations.The development of the financial derivatives in China has experienced several stages since 2002 when they first appeared. The first 9 months of 2007 saw a rapid growth of the financial derivatives. Then in October, 2007, the profits of the derivative products suddenly plunged due to the U.S. subprime mortgage crisis, some even having zero or minus profits. On September 15, 2008, the bankruptcy application of Lehman Brothers, the U.S. fourth investment bank, brought about the global financial turmoil, which provoked serious fears and doubts of the investors and contributed to a halt of unfavorable opinions on the financial situation. The world's financial woes seriously affects the future of the NG bank's financial derivatives, weakens the investors' confidence in the financial institutions, and brings stress and hindrance on the business of the financial derivatives which is still at its initial stage.How can we carry on with the marketing of the NG bank's financial derivatives in the face of the complicated and competitive markets? This thesis, with the financial derivatives as its research object and the theory relative to marketing as its foundation, expounds the development and marketing strategies for the NG bank's financial derivatives, and analyzes the advantages, disadvantages, opportunities and threats of the marketing environment. The author, in a way of combining theory with practice, confirms development strategies, offers suggestions about the market segmentation and orientation, about the marketing strategies and risk preventing for financial derivatives, and then makes conclusions related to these issues. It is hoped that the thesis will provide useful approach and new concept for the NG banks in their effort to adopt scientific and more advanced marketing strategies, to develop and promote their financial derivatives, to increase the marketing efficiency, and make the derivatives more competitive in today' s financial markets.