Research On Marketing Strategy For International Business Of JS Bank H Branch

In 2014, China’s macroeconomic situation reflects the development of the new normal characteristics. Under such an economic background, the banking industry of H province is running smoothly, and the key areas of the real economy has been strengthened, the overall strength has increased, but the competition among the banks is getting more intense. JS bank H branch is one of the state-owned commercial banks, and its international business has created the local industry accounted for second, after Bank of China’s remarkable performance; but in recent years, the bank’s international business is in a continuous decline in the unfavorable situation. If the international business of JS bank H branch wants to"reinvigorate",it must pay attention to the international marketing of business customers and take the scientific marketing strategy and feasible safeguard measures.This paper sets international business marketing of JS bank H branch as the research object,combined with the current situation of it, puts forward the external and internal problems of international business marketing and finds out the causes of them,analyzes the external and internal environment of international business marketing from multiple angles.Through the SWOT model analysis, we analyze the internal advantages,internal weaknesses,external opportunities and external threats of the bank’s international business and choose SO strategy.According to the international business marketing goals of JS bank H branch ,we finish target customer STP marketing strategy positioning .At the basis of the 4P theory,we determine the product strategy,pricing strategy,promotion strategy and channel strategy.Finally,four safeguard measures--organization guarantee measures,team building security measures,performance evaluation and protection measures and scientific and technical support measures are put forward to put the international business marketing strategies into effect.