Research On Marketing Service Strategies Of International Settlement Of BOC Suzhou Xiangcheng Sub-branch

As a professional foreign exchange Bank, BOC in the field of international settlement always maintain leading position and get unique advantages. BOC has the world-famous brand in one hundred years, has branches all over the world, has international settlement network, has a professional team for international settlements. However, as the competition of industry more and more fierce, the international settlement market share of BOC has been compressing, the leading position also has been catching up gradually. The international settlement business development of BOC Suzhou Xiangcheng sub-branch has been limited. There are several reasons. On the one hand, business development limit by geographical range and customer resources; on the other hand, fierce competition between banks. In order to attract customers, the other commercial banks lowered product price and reduced business process. Make international settlement amount of BOC Suzhou Xiangcheng Sub-branch increase slowly, intermediate business income reduce year by year and business development in trouble.Based on the above situation, this paper will be analysis the service marketing present situation of BOC Suzhou Xiangcheng Sub-branch and will be summary problems in the process of marketing. Based on analyzing five aspects of marketing, including product situation, price situation, channel situation, communication situation, service personnel situation, physical evidence situation and service process situation. We can sum up the problems of service marketing of BOC Suzhou Xiangcheng Sub-branch. The product of international settlement lack of innovation, the level of marketing management is low, the quality of international settlement employees is poor, the competition of inter-banks is intense.This paper will be analysis the present situation and problems and will be summary strengths, weakness, opportunity and threats of service marketing of BOC Suzhou Xiangcheng Sub-branch. In order to make the right strategy choose the a series of service marketing strategies with the method of literature research and SWOT analysis.The choice of service marketing strategy choice of BOC Suzhou Xiangcheng Sub-branch include target market strategy and service marketing mixture strategy. The international settlement team will be segment market for customers, and then choose the target market, finally make market position; in accordance with the requirements of internal and external policy changes, broaden the idea, take advantage of the existing product combination effectively, promote product innovation; accelerate joint marketing, expand the product marketing channel, at the same time strengthen the marketing of the key products and key customers; reinforce the link with the Suzhou branch to gain all kinds of resources; enhance the level of internal control management, improve risk prevention consciousness, reinforce risk management; provide the opportunities of training and learning for staff, cultivate professional talents in the field of international settlement. Pushing products, promoting innovation, enforcing linkage, expanding channels, emphasizing management and cultivating staff to promote the sustained and rapid development of settlement business. BOC Suzhou Xiangcheng Sub-branch to provide the support which the service marketing strategy is smooth progress by human resources, technology protection and risk management.