近年来，由于全球经济呈现出复苏趋势，世界贸易得以进一步发展，我国对 外贸易保持着稳健增长的态势。与此同时，“一带一路”的提出以及坚持“走出去” 和“引进来”的对外政策，对我国对外贸易的发展有极大的促进作用，也为我国商 业银行国际业务的发展提供了新的契机。南昌作为江西的省会城市，外向型经济 快速发展，外商投资环境大幅改善，国际贸易增长趋势良好。 南昌农村商业银行（简称“南昌农商银行”）作为江西省内第一家开办国际业 务的地方法人银行，自 2011年开办业务以来，业务量稳步增长，业务种类不断 丰富，市场认可度亦持续增长。然而与中国银行、农业银行等全国性商业银行相 比较，南昌农商银行国际业务的市场占有率仍处于较低水平，有诸多难题亟待解 决。因此对其现状进行研究分析，规划出切实可行的营销优化策略，不仅能够保 障南昌农商银行国际业务的稳定、健康、高速发展，提升银行综合实力，对其他 农村商业银行发展国际业务亦有重要的借鉴意义。 本文以南昌农商银行为案例对象，首先介绍南昌农商银行国际业务的发展历 程、发展现状以及主要产品。其次，运用PEST模型以及波特五力模型，对南昌 农商银行发展国际业务面临的宏观营销环境和行业竞争环境进行多维度分析。通 过这些理论工具的运用，找出南昌农商银行国际业务营销策略中存在的问题，在 此基础上提出相应的营销策略优化方案。最后，为确保方案的落实，提出涵盖人 力资源、考核机制、内部控制、信贷政策和营销渠道的保障措施。 关键词：南昌农商银行；国际业务；营销策略 2 Abstract In recent years, the global economy has shown a trend of recovery and kept a moderate development, as a result, China's foreign trade has maintained a steady growth. In the meantime, the proposal of "The Belt And Road " and "going out" and "bringing in" policies have lead a great promotion of China's foreign trade, which provides an opportunity for the development of China's commercial Banks' international business. As the capital city of Jiangxi province, Nanchang enjoys a rapid development of export-oriented economy; the environment for foreign investment has been greatly improved, and shows a steady growth of international trade. Nanchang rural commercial bank co., ltd (hereinafter referred as "Nanchang rural commercial bank") is the first rural commercial bank which operates the international business among all the institutional commercial banks in Jiangxi province. Since it started the international business in 2011, its business volume has increased steadily, the international products are diversified, and the market recognition has been continuously increasing. However, comparing with those national commercial banks, the market share of Nanchang rural commercial bank's international business is still low, and there are so many urgent problems to be solved. Therefore, the analysis of its international business’ current situation and optimization of marketing strategies can not only promote the rapid and continuing development of Nanchang rural commercial bank’s international business, but also improve the comprehensive competition of the bank. The paper takes Nanchang rural commercial bank where the author works as the object, firstly it makes introduction to the process, status and main products of Nanchang rural commercial bank's international business. Secondly, it conducts the in-depth analysis of the international business’ marketing strategies. By using PEST model and Porter's five forces model, the macro marketing environment and industrial competitive environment it faces has been analyzed. Through the application of these theoretical tools, it figured out those problems existing in the marketing strategies of Nanchang rural commercial bank. On this basis, it proposes the optimized marketing strategies of international business’ development. Lastly, in order to ensure the optimization can be executed successfully, it provides safeguards which including the 3 human resources, internal control, credit policy and information technology.。。。。。。以下内容略