Research Of Marketing Strategy For International Business Of Bank Of Communications Beijing Municipal Branch

The international business of Commercial bank has the characteristic of low economic capital occupation and higher comprehensive income.It is important for China's commercial banks to improve the structure of assets and liabilities.Along with the economic globalization and the development of market,the competition between banks has become increasingly fierce.How to further the development of international business,developing domestic and foreign markets,to provide more convenient,efficient international business services have become the competitive focus.As a large state-owned joint-stock commercial bank,Bank of Communications has put forward "go international,integrated road,construction to the wealth management bank for the characteristics of the first-class public shareholding bank"development.strategy.Thus makes international business become the important components of the development strategy.To this,Bank of Communications Beijing municipal branch,how to effectively develop the implementation of the development of marketing strategy,promote better and faster development of international business,are worthy of further attention and research.The article uses finance,marketing,strategic management and other relevant theoretical knowledge,to analysis Bank of Communications Beijing municipal branch's international business marketing strategy and tries to explore an effective international business marketing channels.And hope to provide reference and inspiration to other large state-owned banks,small and medium-sized joint-stock commercial banks.The first chapter introduces the research background,purpose and significance.The second chapter is the domestic and foreign commercial banks marketing strategy theory research review.The third chapter uses PEST and five forces analysis method to analysis the macro environment the Bank of Communications Beijing municipal branch face to.The fourth chapter introduces the internal environment of Bank of Communications Beijing municipal branch.The fifth chapter uses SWOT to analysis Bank of Communications Beijing municipal international business'advantages,disadvantages,opportunities and threats,proposed the international business development strategy and marketing strategy.The sixth chapter proposed the b Bank of Communications Beijing municipal branch of the international business development of security measures.