| Recently, the overall contraction of the scale of the financial sector, restructuring the international financial markets, financial institutes, the profit model and profitability levels, as well as the focus transfer of global financial industry, such characteristics provide with the international development of Chinese financial institutes not only the challenges, but also opportunities.Facing the challenges and opportunities from the financial crisis, the financial institutes aim at characteristics of the times, customer characteristics, try every mean to fight for those customers with international wealth management.In line with the strategic objectives of Bank of Communications, complying with the trend of the times, seizing opportunities and achieving new quick development of our international business, the head-office of Bank of Communications in the November 2009 launched of one brand of international business The Leadway Fortune. The brand is a key step to the internationalism, integrated, an important platform to achieve wealth management and a powerful weapon to address the financial crisis.The Leadway Wealth is aimed to lead the customer to achieve the international wealth creation, by virtue of a strong global network of Bank of Communications, the professional experience, excellent team of experts our Bank can create global reach of financial service platform to provide comprehensive, one-stop, innovative business service solutions to meet the full financial needs of international customers.The Leadway Fortune is not a simple combination of international business, its five series such as the BAO, the TONG, the HUI, the LIAN and the HE, each of them has its own corresponding target customers and business functions. Its content not only covers the traditional foreign exchange transactions, international settlement, trade financing and wealth management business by customers within borders, but also will extend to the global customer audience, emphasizing the inside and outside, the business away from the shore. With the fast growth of cross-border transactions, our bank provides customers with leading global financial services, with the bank's overseas institutes-building, extension of business benefits; those show us a high degree of match to our bank's international strategy.Leadway Fortune meets full range of financial needs from customers in the field of international business with an international perspective, global network, professional services and products. The Forune has been the most trusted and successful partnership of the customer. Compared with the domestic banks, our fortune has certain advantages, but compared with foreign banks is not yet matured.The brand of Leadway Fortune has the following characteristics and advantages. First, The brand has a wide range of target customers with distinctive wealth management. Second, the brand has a clear development strategy, and step by step achieves the global wealth management objectives basing on its five major business lines. Third, the brand is colorful with its product, helping meet customer demand for complex and diverse wealth management.The significance of building Leadway Fortune of Jilin Branch are these, first, with to grasp the opportunities brought by the financial crisis; second, to deal with the challenges posed by the financial industry.Objectively speaking, despite product designs of our Leadway Fortune, contents and other aspects are more advanced than the domestic banking institutes, due to a short product life and related measures, particularly marketing are still relatively backward. Despite of the influence of current global financial crisis, the commercial banks in Western developed countries are still more advanced in marketing strategy than China, our Commercial Banks as a whole remain at relatively basic level, our marketing concepts, marketing system and marketing strategy , means using still exist a wide gap between foreign advanced banks, still can not meet the requirements of the new period. the Bank of Communications Leadway is still in the development beginning in the marketing thoughts and the level. Its business development is not comprehensive, not systemic, and far from reflecting the long-term development strategy. This requires that we effectively change the concept to accelerate its reform and development, and use fully advanced marketing strategies and ideas to enrich and improve our Leadway Fortune.The paper is grounded on Leadway Fortune of Bank of Communications after the financial crisis. First we simply introduce the concept of the brand , the structure and development situation, and then taking Jilin Branch as an example we analyze its internal and external environment and further reveal the problems ,and take the brand marketing as a starting point, talk about the Problems of the system of Leadway Fortune and analyze the causes, and then propose our suggestions, that is to take the customer demand-oriented as our marketing strategy. |
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