The Marketing Strategy Analysis On Global Trade Finance Business Of HS Bank Qingdao Branch

As an international bank with more than 100 years of development history,HS Bank has set up branches in Qingdao for 30 years,with the help of HS Bank’s international brand image and perfect network,through the continuous efforts of bank staff,it has won a place in the Qingdao international trade financing business market and has been recognized by corporate customers.However,with the continuous development of the economy and society,the changing internal and external economic and competitive environment has made HS Bank Qingdao Branch face various challenges.In addition,nationwide,the development of foreign banks has generally stagnated,and business development has encountered bottlenecks.How to achieve new development in the context of China’s new normal economy,how to better integrate into the national "Belt and Road" initiative,and devote itself to the construction of China(Shandong)Pilot Free Trade zone Qingdao Area and China-SCO Economic and Trade Cooperation Demonstration Area,so that Qingdao Branch can take the lead in the increasingly fierce market competition,banks have tried to solve this problem in various ways in recent years.How banks can stand in the fierce market competition,marketing undoubtedly plays an important role.Therefore,this paper takes the marketing strategy of HS Bank Qingdao Branch in international trade financing business as the research object,combined with the author’s working experience in Qingdao Branch,analyzes the environment and its own current situation of Qingdao Branch,tries to identify the shortcomings of the bank’s marketing and gives corresponding suggestions for improvement.This article is divided into seven chapters.First of all is an introduction,which mainly introduces the research background,research significance,research ideas and methods;followed by an overview of relevant theories and literature reviews,mainly citing STP theory and 7P theory;After that,the core chapter of this paper mainly introduces the existing problems in the analysis of the marketing status of international trade financing business of Qingdao Branch,and conducts marketing environment analysis and SWOT analysis for Qingdao Branch.Based on the above analysis,I put forward corresponding opinions and suggestions for the formulation of marketing strategies for international trade financing business of Qingdao Branch in terms of products,prices,places,promotions,participants,process management and physical evidence strategies.Then,from the aspects of human resources,credit policy,risk control and technology construction,the guarantee measures for the implementation of marketing strategy are proposed;Finally,there is the concluding part of the article.Through the research on the marketing strategy of the international trade financing business of HS Bank Qingdao Branch,it is hoped that through the research on the marketing strategy of the international trade financing business of HS Bank Qingdao Branch,it will provide a reference basis for the future development of the international trade financing business of Qingdao Branch,and also provide practical experience for other commercial banks to learn from.