Research On Marketing Strategy Of Foreign Exchange Derivatives Valet Transaction Business For Bank Of China Gansu Branch

Along with the consistent development and revolution of financial market,interest marketization process gradually impels,and under ever-increasing rigorous market competitive environment over commercial banks,difference of deposit and loan interests narrows,interest earnings decrease step by step,which makes foreign exchange derivatives valet transaction business plays more and more important role in improving commercial banks' intermediate business revenue.With this business of joint-stock banks gradually mature,urban commercial banks are in the condition of trying to involve this business field one after another.Only through settling effective foreign exchange derivatives valet transaction business marketing strategies and improving its marketing capacity can banks improve business advantages in future brutal market competition and maintain business market share.Bank of China,Gansu branch applies foreign exchange derivatives valet transaction business as conventional advantageous business,which functions as significant support to overall businesses and revenues.Making reasonable foreign exchange derivatives valet transaction business marketing strategies would facilitate its development of business.This essay briefly summarizes domestic and foreign literature reviews and introduces highly on STP theory,4P theory,PEST analysis approach and Porter's five forces model.Combining the actual development situation of foreign exchange derivatives valet transaction business of Bank of China,Gansu branch,the essay starts to impose PEST analysis approach and Porter's five forces model to analyse marketing environment of development of the business at first,then lists present marketing situation of the bank and analysis those issues,and uses this as environment basis of making marketing strategies.After this,the essay applies STP theory to suggest market analysis,selection and positioning of the business in this branch.Based on 4P theory,it combines with management practices of the business in this branch to mention marketing strategy advice on product,price,place and promotion.Lastly,it mentions guarantee measures and improvement suggestions regarding to advice.Relying on modern enterprise marketing theories,the essay wishes to practically and effectively help marketing practices and development of foreign exchange derivatives valet transaction business in Bank of China,Gansu branch.