Study on Marketing in Financial Derivatives of Bank of China Shaanxi Branch
|Keywords||Financial derivative products Marketing Strategy Implement|
Financial derivative products business as the focus of the development of the commercial banks and a new profit growth point, the major developments in the field of the development of intermediate business of commercial banks, intermediary business revenue. Bank of China had enjoyed a first-mover advantage, but facing tremendous competitive pressure from the market, the Bank of China as China's financial market continues to open up exclusive of foreign exchange and financial derivatives business. How to maintain financial derivatives business a competitive advantage in a tough market situation, to maintain and increase market share and profitability, the Bank of China, the problems to be solved. Bank of China Shaanxi Branch of financial derivative products, using summarized combined with the specific analysis, theory and empirical research methods to identify the Shaanxi Bank of China, the problems in financial derivative product marketing management, marketing strategies and strategies for implementing the recommendations. The first chapter of the thesis writing background and related issues, including research background, research purpose, the scope of the study, research methods, research tools, nouns and variable explains the thesis framework. The second chapter describes the marketing theory, including the theory of marketing environment, STP theory, theory of the marketing mix. The third chapter analyzes the Bank of China Shaanxi Branch of the external environment of financial derivative products, Shaanxi BOC derivatives business market analysis by industry competitive analysis model. The fourth chapter details the history and current status of the Bank of China Shaanxi Branch of business development of financial derivatives, by product, price, distribution channels, promotion, personnel, physical evidence, process management analysis of six aspects of the marketing mix, too the strengths and weaknesses of Shaanxi, the Bank of China in the marketing of derivative products. The fifth chapter of the Bank of China in derivatives marketing. Chapter selected from the target market, product strategy, pricing strategy, distribution strategy, promotion strategy five aspects of the marketing mix to start the marketing strategy of the Bank of China Shaanxi Branch of financial derivative products. Chapter VII of the proposed implementation of the proposed marketing strategy. The paper concludes that the Bank of China Shaanxi Branch should address the problem of existing derivative product marketing, rectify and reform, and further development of financial derivative products business through the implementation of sound and effective marketing strategy is to maintain a leading edge in Shaanxi,.