JH商业银行国际业务营销策略研究最终稿.docVIP

JH商业银行国际业务营销策略研究 摘 要 商业银行主要业务板块包括公司业务、个金业务、国际业务、资金业务、托管业务等等。其中，作为经济资本占用少、综合回报率高、业务联动强的主营业务，国际业务对于我国商业银行新时期加速推进战略转型、提高中间业务收入占比，具有重要意义。目前，JH商业银行正在实施“走国际化，综合化道路，建设以财富管理银行为特色的一流公众持股银行”的发展战略，国际业务成为该项战略的重要组成部分与推动力量。而选择和实施有效的国际业务营销策略对于JH商业银行国际业务扩大规模、提升市场占比、树立品牌显得至关重要。 本课题从商业银行国际业务的内涵和特征出发，运用商业银行营销理论、国际业务理论，以SWOT方法为分析框架，重点分析了JH商业银行国际业务存在的优势、劣势、机会、威胁，在此基础上，提出JH商业银行国际业务的营销策略，包括：指导思想和基本原则、产品策略、定价策略、渠道策略、促销策略，并从资金保障措施、人才保障措施、国际业务流程构建措施、组织保障措施、技术保障措施、内部控制保障措施等六个方面提出JH商业银行国际业务营销策略的保障措施，以更好更快地促进JH商业银行国际业务的持续、快速、健康发展。 关键词：JH商业银行 国际业务 营销策略 JH Commercial Bank International Business Marketing Strategy Abstract Major business segments in commercial banks include Corporation business, Retail business, international business, Financial services, managed services and so on. Among them, the international business which is strong core business for the little economic capital occupied , high rate of comprehensive return, business linkage powerfully , is of great significance to accelerate the strategic transformation, and enhance Banking intermediary business revenue share for Chinese commercial banks in new era. Currently, JH commercial bank is implementing the developing strategy go international, integrated way, building first-class Public ownership bank which features on wealth management , International Business becomes an important component and the driving force of the strategy,to find and implement a valid international business marketing strategy is of important brand meaning to effectively promote international business scale, Improve market share and branding for JH commercial bank.. The article starts with the connotation and feature of Commercial bank’s international business, appling commercial bank’s marketing theory and international business theory, using SWOT analysis as a framework, focusing on analysis of strengths, weaknesses, opportunities and threats of JH commercial banks’ international business. On this basis, it proposed measures fo