Research On The Marketing Improvement Strategy Of RMB And Foreign Exchange Derivatives Of S Branch Of Bank Of N

In recent years,with the continuous advancement of the globalization trend,the exchange rate formation mechanism of the renminbi against the US dollar has continued to develop,and after the exchange rate reform in August 2015,a managed floating exchange rate system based on market supply and demand,adjusted with reference to a basket of currencies has been basically formed,and the fluctuation range of the exchange rate of the renminbi against the US dollar has increased with the changes in the market environment.The global outbreak of the new crown epidemic in 2020 is still profoundly affecting people’s production and life to this day,and has also contributed to the increase in the volatility of the RMB exchange rate.China has always been an export-earning country,and import and export enterprises that use foreign currency for settlement and RMB for accounting will face increasing exchange rate risks.However,due to the late opening of China’s financial market,the breadth and depth of the market is not enough,the various systems and norms are not yet mature,so the company’s sense of exchange rate hedging is still relatively weak,in the ups and downs of the exchange rate market,there is an urgent need to avoid exchange rate risks through exchange rate management,to achieve the purpose of maintaining operating profits.This paper mainly analyzes the marketing status of RMB foreign exchange derivatives of Bank N S Branch,finds out the problems in the marketing of RMB foreign exchange derivatives and the reasons for their formation,the problems are mainly reflected in the four aspects of market positioning,product homogenization,personnel ability and business process,and combines STP marketing theory,SWOT analysis theory and 4P marketing theory to put forward five suggestions and methods for improving the marketing of Bank N S Branch.The research results of this paper will help enhance the professional ability,customer experience and profit contribution of Bank N S Branch in terms of the impact of RMB foreign exchange derivatives,help to build RMB foreign exchange derivative business into the moat business of Bank N S Branch,enhance the market competitiveness of Bank N S Branch,and strive to become a local mainstream bank in S City as soon as possible.