工行河北省分行黄金业务营销策略研究

发布时间：2018-09-03 06:24

【摘要】：面对黄金市场的开放,工商银行黄金业务凭借其绝对的优势在同业中保持领先地位,占据国内最大的市场份额,已成为首家具备完整的账户黄金交易产品线的商业银行。本文以工行河北省分行黄金业务为研究对象，首先从经营环境分析出目前我国经济平稳增长、信息与科技发达、居民可支配收入持续增加，但市场监管不利、投资潜在的风险在一定程度阻碍黄金市场的发展。其次介绍了工行河北省分行黄金业务营销现状是以客户为中心,凭借丰富的黄金业务种类、良好的品牌形象占据市场领先地位。但营销策略制定和发展过程中存在产品差异化欠缺、价格缺乏灵活性、分销网络不健全、促销缺乏长期性、服务观念不强、竞争优势不明显等问题。通过内外环境的分析及问卷调查运用SWOT分析指出了面临的机遇与挑战，工行河北省分行将采用依靠自身优势、利用外部机会制定了SO战略，为建立多元化平台、促进结构调整明确了方向。再次运用STP理论进行市场细分，确定工行河北省分行目标市场定位为高端客户，通过合理的市场定位结合未来的发展趋势提出了差异化营销策略，并有针对性的服务于各种客户群体，打造出更多与众不同的个性产品和品牌形象。最后对工行河北省分行黄金业务的营销组合理论进行研究，制定了工行河北省分行黄金业务价格、渠道、促销、服务等策略。进一步拓宽服务范围、提高服务质量、强化风险控制、定制有效的宣传和推广方式，并提出了如何树立营销理念、建立营销机制、简化交易程序、提供技术支持等整体营销的合理化改进建议。本文结合工行河北省分行的实际情况，研究了黄金业务的营销策略，对拓宽市场占有率具有重要意义。同时，，也对其他商业银行在黄金市场营销推广方面具有借鉴意义。
[Abstract]:Facing the opening of gold market, ICBC gold business with its absolute advantage in the industry to maintain a leading position, occupying the largest market share in China, has become the first commercial bank with a complete account gold trading product line. This paper takes the gold business of Hebei Branch of ICBC as the research object. First of all, from the analysis of the operating environment, we find that our economy is growing steadily, the information and science and technology are developed, and the disposable income of the residents continues to increase, but the market supervision is unfavorable. The potential risk of investment hinders the development of the gold market to some extent. Secondly, the paper introduces the current situation of ICBC Hebei Branch's gold business marketing, which is customer-centered, with rich gold business types, good brand image occupies the leading position in the market. However, there are some problems in the process of marketing strategy formulation and development, such as product differentiation, lack of flexibility in price, imperfect distribution network, lack of long-term promotion, weak concept of service and lack of obvious competitive advantage. Through the analysis of internal and external environment and questionnaire survey, the paper points out the opportunities and challenges faced by ICBC Hebei Branch by using SWOT analysis. ICBC Hebei Branch will adopt its own advantages and make use of the external opportunities to formulate the SO strategy, in order to establish a diversified platform. Promoting structural adjustment has made clear the direction. Thirdly, using STP theory to subdivide the market, determine the target market position of ICBC Hebei Branch as the high-end customer, and put forward the differentiated marketing strategy through reasonable market positioning combined with the future development trend. And targeted to serve various customer groups, to create more unique personality products and brand image. Finally, the paper studies the marketing combination theory of the gold business in Hebei Branch of ICBC, and formulates the price, channel, promotion and service strategy of the gold business in Hebei Branch of ICBC. Further widening the scope of services, improving service quality, strengthening risk control, customizing effective publicity and promotion methods, and putting forward how to establish marketing concept, establish marketing mechanism, simplify transaction procedures, Provide technical support and other rationalization suggestions for overall marketing. Based on the actual situation of ICBC Hebei Branch, this paper studies the marketing strategy of gold business, which is of great significance to broaden the market share. At the same time, other commercial banks in the gold marketing promotion has reference significance.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F274

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