A Study On Marketing Strategy Of Trade Finance Business In A City Commercial Bank

In recent years,China has become a world trade power.With the sustained rapid growth of China's foreign trade import and export business and the rapid development of the trade finance market,the breadth and depth of foreign trade have also continued to expand,and the main body of foreign trade has also become more multi-level developed.As a result,the trade finance business is showing a trend of diversification,complexity and specialization.A City Commercial Bank is a city commercial bank established in Quanzhou.In 2010,it began to set up an international business department to promote international settlement,trade financing,cross-border RMB and other international businesses.Among them,the trade finance business has attracted much attention as the most important source of profit in the international business sector of A City Commercial Bank.However,due to the shortage of professionals,imperfect internal regulations,lagging system support,and insufficient marketing experience,A City Commercial Bank 's trade finance business is in its infancy as a whole.This paper first analyzes the marketing environment and current situation of A City Commercial Bank 's trade finance business,and finds that A City Commercial Bank has high homogeneity of products,rough pricing methods,insufficient business processing channels,and simple promotion means in the marketing process of trade finance business;then use the PEST analysis method and Porter's Five-Force model respectively to analyze the macro environment and competitive environment of A City Commercial Bank to promote trade finance marketing,and then use the SWOT analysis to deeply analyze the advantages,disadvantages,opportunities and threats of A City Commercial Bank 's development of trade financing business marketing.In view of the problems mentioned above and the market environment,this paper clarifies the development goals and target market positioning of A City Commercial Bank 's trade finance business and uses the "4P marketing strategy combination theory " to formulate the marketing strategy of trade finance business.Meanwhile,the paper proposes the safety measures for the development of A City Commercial Bank 's trade finance business from the aspects of optimizing organizational structure,strengthening incentive measures,perfecting talent guarantee measures,improving business support system and improving business risk control mechanism.This paper is devoted to the exploratory research on the marketing strategy of the trade finance business of A City Commercial Bank from the perspective of conciseness and effectiveness.According to the development status of trade finance business of A City Commercial Bank,this paper makes a comprehensive and in-depth analysis,and puts forward the marketing strategy of trade finance business of A City Commercial Bank from practice,finally will inspire the city commercial banks to develop trade finance business.