A Strategy Research On The International Business Marketing Of ADBC Gansu Branch

After the financial crisis in 2008,the international political and economic situation shows that the international political situation is volatile,the global economy is slowly recovering its growth momentum,the "anti-globalization" trend is surging,the exchange rate fluctuations are obvious,and the trend of international trade is more uncertain.Under the influence of the external economic environment,China's domestic economic growth is gradually slowing down,but the "One Belt And One Road" strategy and the further marketization of the RMB are pushing China to form a new pattern of comprehensive opening up and have a broader prospect of foreign trade.Due to its advantages of low cost and high yield,international business has gradually become the business field that Banks compete fiercely for.The severe and complicated foreign trade situation and the fierce competition of the same trade pose challenges to the further development of international business of Gansu branch of agricultural development bank.Based on the above background,this paper studies how ADBC Gansu branch finds its position in the market according to the policy requirements and the development strategic objectives.By making the international business marketing strategy,the development pace of expanding the international business market scale is accelerated and the sustainable development ability of the bank is improved.In this study,we first sorted out and summarized the existing research results at home and abroad,and then sorted out the existing problems by studying the development status of international business of ADBC Gansu branch.Secondly,after analyzing the internal and external marketing environment,SWOT model is used to summarize the advantages and disadvantages of international business marketing,as well as the threats and opportunities.Finally,according to the analysis conclusion,STP marketing positioning is used to determine the target market,and differentiated service means are developed for different market segments.Meanwhile,based on 4P marketing theory,corresponding marketing strategies are proposed from the followingfour aspects: strengthening the rationality,feasibiliting of pricing strategy,improving the channel system construction and developing diversified promotional activities.And put forward supporting safeguard measures.Taking ADBC Gansu branch as the research object,this paper proposes targeted international business marketing strategies,in order to give full play to its own advantages,break through the bottleneck of internal and external business development,and continuously improve the core competitiveness in the fierce market environment.