A Strategic Study On The International Business Marketing Of Agriculture Bank Of China In Jitin Province

With the further implement of opening-up policy in the field of China banks, thesteady boosting of the financial system revolution and the orderly coming into themarket of the commercial banks’ stocks, every bank regards international business asan vital measure to participate international competition and enlarge the scale ofbusiness overseas, which increase the sales of international business. The branch ofAgriculture Bank of China in Jilin province as one affiliated organization of four statecommercial banks and as one of “46112” key city banks, the Agriculture Bank ofChina in Jilin province necessarily layouts and studies the future internationalbusiness and marketing at a strategic height. In Jilin province, Bank of China,Industrial and Commercial Bank of China and China Construction Bank have alreadyhad the tendency to share the international business by dividing it into three parts,while other commercial banks can only linger the outside. International business as amedium business with low cost but high profit, no matter the foreign investmentbanks or the state banks all treat it as one of the primary financial business and theyhave been longing for this big cheese for a long time. Therefore, the Agriculture Bankof China in Jilin province must adopt some effective measures to improve thecompetence in International Settlement Business.This thesis mainly applies the analyzed methods of SWOT, STP and marketing4P to analyze the outer environment of the International Business Institution of theAgriculture Bank of China in Jilin province, the market and products, which lays theemphasis on the analysis of market and competition, making clear the competitive position of the Agriculture Bank of China in Jilin province, and finding out where theenterprise’s advantages, disadvantages and the core competency lie in. This thesisalso puts forward a strategic choice on the basis of SWOT analysis for the AgricultureBank of China in Jilin province to gain competitive advantage, that is,Differentiation Focus Strategy, which primarily analyzes in which aspects the bankshould be different from its rivals and thereby avoid the front competition effectively.In addition, this strategy analyzes the target market, and then chooses its suitabletarget market, and finally locates the products. In order to gain the largest profits, theInternational Business Institution will seek for the certain market response, combinethe products with the elements, enlarge the market, widen the channel and therebysatisfy the needs of market.As a branch of the Agriculture Bank of China in Jilin province, facing the specialinternational business circumstance in Jilin province, it has some deficiencies in theaspect of developing international business. In order to survive and develop itself inthe ferocious competition, the Agriculture Bank of China in Jilin province shouldadopt the Differentiation Focus Strategy, stressing on the differentiation of serviceefficiency, publicizing “the efficient arrangement of trade financing”, and aided withthe measure of price management. The final purpose is to establish and preserve theAgriculture Bank of China in Jilin province’s competitive advantages in aprofessional market.