Research On Improving The Trade Finance Marketing Strategy Of China Everbright Bank Changsha Branch

As one of member of China Everbright Group,China Everbright Bank has established Changsha Branch on Hunan Province in 18th March,1999.The China Everbright Bank Changsha Branch insists on developing trade finance as the core business in the method of business innovation and marketing,which help Hunan Province’s steel industry,non-ferrous metal industry and engineering machinery industry to become bigger and stronger.When the growth speed of macro economy becomes slow down,the Bank has been aware of that the current marketing strategies has been difficult to adapt to the external environment.If not solve the existing problems timely,the Bank will fall into the crisis of losing competitive advantage.The thesis mainly talks about the Bank trade finance,which based on the analysis of marketing situation,problems and shortages.Then it describes improving marketing strategy of the Bank.The studies take the modern theory of company strategy management and management tools.First of all,the thesis begins from the basic theory(4P marketing group theory etc.)of commercial bank marketing to the description of major development of trade finance marketing in commercial banks and the practical experience.Secondly,I introduce the marketing situation of trade finance itself in the Bank,and discuss the existing shortages and challenges in the Bank.Thirdly,SWOT analysis and target customers analysis are used to discuss to the trade finance marketing strategy in details.Meanwhile,based on the conclusion above and marketing theory of 4P,I design and optimize the four parts of marketing strategy,which includes product,price,channels and sales promotion.Finally,the paper brings forward the related implementing guarantee of designs above,and introduces lots of expected effects.The thesis is aimed as helping the Bank improves the efficiency of marketing,keeps competition advantages and enlarges its market share of trade finance.It also provides certain references value for other banks to further improve their marketing strategies of trade finance.