Research On International Business Marketing Strategy Of JINAN Branch Of Z Bank

During the 14th Five-Year Plan period,global geopolitics,economy,finance,trade and science and technology will continue to undergo "profound changes unseen in a century".Under the new development environment,China’s banking industry will bid farewell to the "golden age" of "advancing triumphantly" and enter the transformation and development period of pursuing high quality and digitalization.In the context of interest rate liberalization,economic globalization and RMB internationalization,digital finance represented by fintech empowerment is developing rapidly,and emerging financial market products are increasingly rich,which promotes the rise of international business in the financial industry.At the same time,the market share of traditional financial products and services is shrinking,and competition in emerging financial markets is becoming increasingly fierce.Launching excellent international business products and supporting service schemes has become an important way for domestic commercial banks to absorb and maintain high-value corporate customers.This paper takes the international business marketing strategy of JINAN Branch of Z Bank as the research object,takes the current global economic situation as the background,uses literature research method,data analysis method and field research method to analyze and discuss its international business marketing strategy.First of all,through PEST analysis model,Porter’s Five Forces analysis model and other analysis tools,analyze the external macro environment and industry competition environment faced by the international business of commercial banks.Secondly,analyze the basic situation of Z bank Jinan branch of international business and the development present situation,pointed out that the problems and deficiencies in the international business marketing,including international business degree is low,the product structure and shortage of innovation,lack of international business professionals,etc.,at the same time,combined with the specific situation analysis of its resources and ability,Confirm the internal marketing environment of international business of Z Bank Jinan Branch.Again,using the SWOT model to analyze Z bank Jinan branch of the international business existing strengths,weaknesses and the opportunities and challenges,determine its marketing strategy,namely,to give priority to with the SO strategy,ST strategy of marketing strategy:cling to economic development opportunity,make full use of the service and product advantages,implementing customized service,grab customers;Closely follow the development of science and technology,strengthen the construction of digital platform,adjust the product mix,broaden marketing channels,explore the market;Take advantage of the opportunity of foreign exchange management policy reform and facilitation to strengthen the development and promotion of online products.Firstly,PEST analysis model is used to analyze the external macro environment of international business from four dimensions of political environment,economic environment,social and cultural environment and technical environment.Through Porter’s Five Forces analysis model,the industry competitive environment of international business is studied.Secondly,it elaborates the development status of Z Bank Jinan Branch’s international business,and analyzes the internal environment of its resources and capabilities based on the specific situation.Again,using the SWOT model to analyze Z bank Jinan branch of the international business existing strengths,weaknesses and the opportunities and challenges,determine its marketing strategy,namely,to give priority to with the SO strategy,ST strategy of marketing strategy:cling to economic development opportunity,make full use of the service and product advantages,implementing customized service,grab customers;Closely follow the development of science and technology,strengthen the construction of digital platform,adjust the product mix,broaden marketing channels,explore the market;Take advantage of the opportunity of foreign exchange management policy reform and facilitation to strengthen the development and promotion of online products.In determining the Z bank Jinan branch,on the basis of marketing strategy,international business based on the theory of STP marketing strategy determine Z bank Jinan branch international marketing strategy of the business,and use 4 p marketing theory,through product strategy,price strategy,channel strategy and promotion strategy four aspects to formulate marketing mix strategies,including strengthening innovation,speed up the development of electronic business documents,Attaching importance to cross-border RMB settlement;Penetration pricing strategy is adopted for settlement basic business,differential pricing method is adopted according to customer stratification and classification,and combination pricing strategy is adopted for comprehensive financial service scheme products.Promote chain network marketing and carry out linkage marketing and combination marketing of service channels;Adopt the promotion strategy combining advertising promotion and personnel promotion.Finally,from the organization guarantee,financial guarantee,technical guarantee,talent guarantee four dimensions put forward the marketing strategy implementation guarantee measures.In this thesis,the Z bank Jinan branch of international business marketing strategy research is concluded in the international business development practice analysis of targeted and operational plan,the purpose is in the context of the current environmental economic policy and business,improve Z bank Jinan branch of the international business competitiveness and market share,the Z bank Jinan branch has a certain guiding significance to the international business marketing development,It also provides some reference value for other commercial banks to develop international business.