A Study On International Business Marketing Strategy Of A Bank Z Branch

“With the rapid development of China’s economy and society and the continuous improvement of its openness to the outside world,China’s commercial banks are facing a more complex and volatile global financial environment and a more fierce market competition at home and abroad.They need to accelerate their internationalization development,enhance their comprehensive competitiveness and risk resistance ability.On the other hand,with the in-depth implementation of strategies such as the Belt and Road Initiative,RMB internationalization,dual circulation development pattern,etc.,China’s commercial banks are facing more broad overseas market opportunities and more rich cross-border financial service demands.They need to actively expand their overseas market layout,improve their cross-border financial service level and efficiency.”The research object of Thesis is the international business marketing strategy of A Bank Z Branch,which is a commercial bank with strong international business advantages,but also faces fierce market competition and changing customer needs.In order to explore the current situation,problems and optimization solutions of the bank’s international business marketing strategy,Thesis adopts various research methods such as literature analysis method,survey research method,system analysis method,etc.,and conducts a comprehensive and in-depth study on the following aspects: Firstly,Thesis analyzes the operation status of A Bank Z Branch’s international business,including the bank’s international business indicators such as foreign exchange deposits and loans,proportion of corporate customers,derivative transaction volume,etc.,and points out the existing problems and shortcomings;Secondly,Thesis uses PEST analysis method to analyze the market environment of A Bank Z Branch’s international business;At the same time,Thesis uses SWOT analysis model to systematically evaluate the market opportunities,competitive threats and internal strengths and weaknesses faced by A Bank Z Branch’s international business,and proposes corresponding strategic choices based on SWOT analysis matrix;According to SWOT analysis results,Thesis proposes four strategic combinations: SO strategy,WO strategy,ST strategy and WT strategy,and gives specific implementation suggestions for each strategy;Thirdly,Thesis adopts STP analysis method to segment and select the market and clarify the market positioning;According to market segmentation results,Thesis divides A Bank Z Branch’s international business target customers into four categories: large multinational enterprises,small and medium-sized import-export enterprises,young people with personal cross-border consumption and middle-aged and elderly groups;Finally,using7 Ps marketing theory,Thesis puts forward marketing strategy suggestions for A Bank Z Branch’s international business from aspects such as product,price,channel,promotion,personnel,physical evidence and process control.The research results of this Thesis show that A Bank Z Branch’s international business marketing strategy has problems such as inaccurate market segmentation,target market selection,market positioning,product structure optimization,pricing strategy improvement,relatively weak channels,promotion methods optimization,personnel skills and awareness improvement,and imperfect tangible display.It needs to adjust and improve its international business marketing strategy according to market changes and customer needs,so as to enhance its international business profitability and market competitiveness.The research of this Thesis not only has certain guiding significance for A Bank Z Branch,but also has certain reference value for the internationalization development of China’s commercial banks.