工行国际业务市场营销管理对策的研究.pdfVIP

Abstract Theresearch on the strategy of marketing management of theinternational business of the Industrial and Commercial Bank of China(ICBC) International business is one of the key banking services with thecharacteristics of high profitability at low cost, being rich in innovationand creativity. It has already become an important way of improving thelevel of service, enhancing the competitive power of banks. By thedeveloping in later years, the development of the domestic internationalbusines has already made a good beginning. However, disparities have tobe narowed to catch up with the major international banks. After joiningthehasthe the WTO,developingbecome thebackground facing the competition of abroad banks, how to enhancelevel of international business as soon asurgent mater of the moment. This essaypossible studiesof the international business marketing management of theICBC on the basis of the theories of 4Ps and 4Cs to bring up thesystems marketing management strategy of the ICBC internationalbusiness. Although the inte币ational busines of the IC8C has made someeforts in establishing the organization, the market position, developingthe product function, promotion and so on, but there stil lie manyproblems such as that the management organization isdefinite, the ideas fal behind, lacking the system marketingnot clear andprogramming,the product function is not perfect, promotion method is tedious, etc. Inorder to solute these problems and establish reasonable programming ofthe international busines marketing management of the ICBC, this paperanalyses the opportunities and threats in the economy, policy, law andtechnique from a macroscopical point of view. This essay takes the analysis mode of SWOT. It pointsthe market international business, thecompetitionin that it takes theelectronic domestic equtpm ents.However,and international banks. out that there is a definite demand inwhich gives ICBC some advantage inlead in assets, number of clients,