Inner Mongolia, The State-owned Commercial Banks, International Business Marketing Environment

Banking International business development is inseparable from effective marketing strategies, and developing marketing strategies’ premise is to understand their marketing environment.At present, in macro level,the international trade is prospering and developing increasingly, the demand of the banking international business market is growing rapidly. The micro level, the presence of foreign banks and the rise of the domestic small and medium-sized banks make the international business market competition becoming increasingly fierce. At this stage, the state-owned commercial banks in the field of international business, not only got some marketing results, but also exposed some problems in Inner Mongolia. Policy, the Inner Mongolia region’s foreign exchange management system needs improvement, RMB docking with the international financial markets also lack of specific operating experience. Cultural, practices on the border area long-term accumulation of habits make the small business market divided by non-government organizations. Market segmentation, different parts of the market environment is different and in some areas there may be a large number of small business customers, in some areas there may be a small number of high-quality large-value business customers. Product marketing, exits subordination, homogenization, flexible pricing mechanism of bank products. To solve these problems, the paper first analyzes the international business of the state-owned commercial banks, and researches the international operations of internal and external market in Inner Mongolia, and finally through the SWOT analysis summarizes the state-owned commercial banks in international business marketing environment. Through the analysis, I think, Inner Mongolia is an inland area, but its economic development is strong, the environment for foreign investment is gradually reinforcing, international trade enterprises is increasing, and the international business development also has the huge potential. The entry of foreign banks, the competition of the domestic, the lack of talent pool, have made the state-owned commercial banks are faced with great challenges, but overall the opportunities outweigh the challenges. This paper argues that,, the state-owned commercial banks in Inner Mongolia should develop the right marketing strategy to adapt to the regional market environment, and promote sustained, rapid and healthy development of the international operations of state-owned commercial banks in the Inner Mongolia region in order to better and faster.