Research On Marketing Strategy Of Trade And Finance Products Of Bank Of Jilin Co., Ltd

China’s banking industry is acting on international conventions, such as type ofbusiness, company structure, product and service, way of settlement, etc. Under thiscircumstance, the Bank of Jilin has to dynamically reform and speed up itsdevelopment of new product, find new ways of improve profits, to get rid of theimpact of market competition. On the other hand, businesses are seeking morefinancial aids from commercial banks to fulfill their growing business needs, theywant more and faster loans and trade finance services. Trade finance businessbecomes more and more important to commercial banks. Banks are improving theirway of marketing, constantly innovation, optimizing their trade finance products andservices, increase the value of their products to satisfy enterprise’s needs, in order towin clients. This means that Bank of Jilin’s trade finance product and serviceencounter great opportunities, but also facing the problems of fit the financial marketand satisfy clients’ needs. Therefore, it is meaningful to analysis Bank of Jilin’s tradefinance business current ways of marketing comprehensively, and find out theexisting problems and the contributing factors. It has theoretical and realisticsignificance to study the develop, promote the improvement of marketing strategyand implementation measures, to further promote Bank of Jilin’s trade financebusiness in scientific, healthy and sustainable ways.This paper uses the current marketing situation of Trade and Finance business ofBank of Jilin Co., Ltd as the main starting point of the research. To marketing,especially the financial product marketing concept and trade and finance products related to the definition and composition as the paper research theory basis, throughqualitative and quantitative analysis method of combining, around Bank of Jilin Tradeand financial business marketing strategy to enhance and improve the systematiccomprehensive research in theory and application, hoping to further optimize Bank ofJilin’s Trade and Finance business marketing strategy.The first part of the thesis uses Bank of Jilin’s Trade and Finance businessmarketing situation to do the actual and theoretical analysis, exemplified strengthsand trouble spots. Chapter II, marketing environment analysis, the formation of Bankof Jilin, market environment, consumer spending environment, competition and so onseveral aspects of the specific elaboration, and on this basis a clear thesis maincharacteristic attributes. Chapter III, analyzes Bank of Jilin’s Trade finance businessmarket segmentation and market positioning, to further clarify the future strategicdirection of Bank of Jilin. Chapter IV, analyzes foreign bank’s Trade and Financebusiness marketing strategies, summarize the successful experiences what we canlearn from as a powerful realistic basis of this thesis, systematically pointing out theresearch on optimizing Bank of Jilin’s trade finance business marketing strategies tocomplete the thesis research purposes. The Conclusion part explains the applicationand development of Bank of Jilin’s trade finance product, states the importance oftrade finance products to Bank of Jilin. Conclude that Bank of Jilin should follow themethods of this thesis to be successful, and make more and more profits.