Research Of Marketing Strategy For International Business Of Q City Commercial Bank

With the deepening of China’s opening up to the outside world,the prosperity of export-oriented economy has brought more market space for international business of commercial banks.For commercial banks,international business has low-risk and high-return characteristics and helps to improve the bank’s revenue structure,so each bank attaches great importance to the development of international business.Q City Commercial Bank is a regional city commercial bank.This thesis first investigates the customer feedback of Q City Commercial Bank in all dimensions of international business by means of questionnaires,and finds that there are problems in international business marketing such as single product type,immature pricing mechanism and single marketing channel.Subsequently,PEST analysis and Porter’s five forces model were used to analyze the macro marketing environment,industry competition environment and internal marketing environment of Q City Commercial Bank’s international business.It is found that Q City Commercial Bank has greater opportunities in international business marketing in terms of national policy support and deepening RMB internationalization,and disadvantages in terms of incomplete foreign market development,overseas partner bank restrictions and unsound risk management model,and needs to apply turnaround strategies to grasp external opportunities and solve internal disadvantages.Finally,through the STP analysis,it is clear that Q City Commercial Bank should select SME users as its target market for internationalization and adopt "Provide efficient and customized services for small and medium-sized international business clients in the region" as its market positioning.Based on the above target market selection and market positioning,Q City Commercial Bank should optimize its existing marketing strategy.In terms of products,we should develop cross-border trade products and create a portfolio of financial products;in terms of prices,we should implement penetration pricing and differential pricing to provide sufficient pricing space for markets;in terms of channels,we should develop existing offline channels and strengthen the interaction between domestic and overseas channels;in terms of promotions,we should increase the influence of international business through various publicity methods;in terms of personnel,we should enhance the professional knowledge of international business of marketers and strengthen the counter staff and marketers.In terms of personnel,enhance the professional knowledge of marketing staff in international business and strengthen joint marketing between counter staff and marketing staff;in terms of process,improve international business processing procedures and promote efficient service and environmental protection paths;in terms of tangible display,gradually improve environmental display as well as sound commodity display.The above-mentioned sales strategies require good protection countermeasures in three aspects,such as personnel,technology and crisis management.This thesis can assist in improving the marketing effectiveness of Q City Commercial Bank’s international business,and can also provide reference for the development of international business of similar city banks.