中国银行山东分行纸黄金业务营销策略研究

发布时间：2018-05-20 01:01

本文选题：银行 + 纸黄金业务　；参考：《西南交通大学》2012年硕士论文

【摘要】：近几年金融市场动荡不安,黄金作为规避货币贬值风险的投资产品备受民众关注。由于通货膨胀调整,利率在不断变化,从而影响黄金价格波动剧烈。但在面临较大的市场波动风险的同时,国内众多投资者也获得了更多投资和理财的机遇。在这样大环境下,对我国商业银行而言,积极开展黄金交易,既是利润增长点的开辟,也是转嫁经营风险、改善资产状况的良好途径。在我国的商业银行中,中国银行(以下简称中行)在黄金业务领域起步较早,开展业务范围较广。山东作为黄金生产和销售的大省,在全国黄金交易领域占据一席之地,业务开展之初,山东省中国银行(以下简称山东中行)走在同业前列,业务量增长迅猛,客户群也大幅增加。但是,随着广大投资者对商业银行投资理财产品和服务需求的不断加大,黄金市场不断扩展,中资银行和外资银行大量涌入纸黄金业务领域,开始逐步蚕食这块市场,同业竞争日益加剧。本文以山东省中国银行为调研对象,就纸黄金业务开展进行分析研究。主要探索和解决：如何在同业竞争激烈的不利环境下更好地为投资者提供高质有效的金融服务,实现提高收益、增长利润、长远推动业务发展的目标。本文首先概述黄金和国际黄金市场,国内纸黄金交易等基本内容；其次概括总结山东中行纸黄金业务开展的优势和劣势,总结目前纸黄金业务在外部环境方面的机会和威胁；综合运用营销学和战略管理的相关理论,对山东省中国银行纸黄金业务拓展做出营销分析和战略规划,客户需求与中行服务、产品营销与推广、中国银行员工队伍建设与专业培训几个方面进行总结和概括,并提出具可行性的发展建议和操作方式。
[Abstract]:In recent years, financial markets have been volatile, and gold as an investment product to avoid the risk of currency depreciation has attracted people's attention. Interest rates are constantly changing as a result of inflation adjustment, which affects the volatility of gold prices. But in the face of greater market volatility risk, many domestic investors also get more investment and financial opportunities. In such a big environment, for our commercial banks, actively developing gold trading is not only the opening of profit growth point, but also a good way to transfer management risk and improve asset condition. Among the commercial banks in China, Bank of China (Bank of China) started early in the gold business field and carried out a wide range of business. Shandong, as a big province of gold production and sales, occupies a place in the national gold trading field. At the beginning of its business development, the Bank of China of Shandong Province (hereinafter referred to as Bank of China in Shandong Province) is in the forefront of the same trade, and the volume of business is growing rapidly. The customer base also increased significantly. However, with the increasing demand of the vast number of investors for commercial banks to invest in financial products and services, the gold market continues to expand. A large number of Chinese banks and foreign banks pour into the field of paper gold business and begin to nibble at this market step by step. Competition in the same industry is intensifying day by day. In this paper, the Bank of China of Shandong Province as the research object, paper gold business analysis and research. The main exploration and solution: how to provide high quality and effective financial services for investors under the adverse environment of fierce competition in the same industry, to achieve the goal of improving income, increasing profits and promoting business development in the long run. This paper first summarizes the gold and international gold market, domestic paper gold trading and other basic contents, then summarizes the advantages and disadvantages of paper gold business in Shandong, summarizes the current paper gold business in the external environment opportunities and threats; Based on the relevant theories of marketing and strategic management, this paper makes marketing analysis and strategic planning for the paper gold business of Shandong Bank of China, customer demand and Bank of China service, product marketing and promotion, Bank of China staff construction and professional training in several aspects summarized and summarized, and put forward feasible development suggestions and operational methods.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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