中国的投资金银币市场营销研究

发布时间：2018-05-17 06:36

本文选题：贵金属投资 + 中国投资金银币　；参考：《华北电力大学》2013年硕士论文

【摘要】：2001年以来，贵金属价格的连续上涨带动了国内外广大消费者贵金属投资需求的高涨，也带动了贵金属投资产品的发展，形成了两大类贵金属投资产品，一类是金融性投资产品：纸黄金白银、黄金白银期货、黄金白银股票、黄金白银ETF基金等，另一类是实物类投资产品：黄金首饰、金银条、金银章、金银币等。中国的投资金银币作为实物类投资产品的一种，同时也作为国际上投资金银币中的一种，在得到迅猛发展、树立了良好产品品牌的同时，也面临着越来越激烈的市场竞争，做好中国投资金银币的市场营销，提升市场竞争，成为了迫在眉睫的问题。本文以中国的投资金银币为研究对象，对中国投资金银币的发展历程和市场运作与国际投资金银币——美国鹰洋币，加拿大枫叶币，南非福格林币，澳大利亚袋鼠币的兴起和市场运作进行了对比；找出了中国投资金银币市场营销中的问题：市场营销观念落后，市场营销调研和预测不够，产品品种少，品种组合单一，销售渠道不健全，促销手段单一等；通过对中国投资金银币的市场营销环境分析，提出了中国投资金银币市场营销的完善建议：回购方案的设计，先进的市场营销观念的确立，市场调研与预测的强化，市场的细分与目标市场选择，，新产品的推出与产品组合的设计，营销渠道的建设方案，促销手段的多样化安排，以期提高中国投资金银币的市场竞争力，为顾客提供满意的商品和服务，达到社会价值和企业利润的双丰收，使中国投资金银币成为真正的世界投资金银币。
[Abstract]:Since 2001, the continuous rise in precious metal prices has led to the upsurge of investment demand for precious metals by consumers both at home and abroad, and has also led to the development of precious metal investment products, forming two major categories of precious metal investment products. One is financial investment product: paper gold silver futures gold silver stock gold silver ETF fund and so on the other kind is the kind of physical investment product: gold jewelry silver bar gold and silver medal gold silver coin and so on. China's investment gold and silver coins, as a kind of physical investment products, and also as a kind of international investment gold and silver coins, have developed rapidly and established a good product brand, but they are also facing more and more fierce market competition. It has become an urgent problem to do well the marketing of gold and silver coins in China and to promote market competition. This paper takes the Chinese investment gold and silver coin as the research object, the development course and the market operation of the Chinese investment gold and silver coin and the international investment gold and silver coin-American Eagle coin, Canadian Maple Leaf coin, South Africa Forgreen coin. The rise of Australian kangaroo coin and its market operation are compared, and the problems in the marketing of Chinese gold and silver coins are found: backward marketing concept, insufficient marketing research and prediction, few product varieties and single variety combination. Based on the analysis of the marketing environment of Chinese investment gold and silver coins, the paper puts forward some suggestions for perfecting the marketing of Chinese investment gold and silver coins: the design of repurchase scheme, the establishment of advanced marketing concepts, and so on. Enhancement of market research and prediction, market segmentation and target market selection, introduction of new products and design of product mix, construction of marketing channels, diversification of promotional means, In order to improve the market competitiveness of Chinese investment gold and silver coins, to provide satisfied goods and services for customers, to achieve the double harvest of social value and enterprise profit, to make China investment gold and silver coins become the real world investment gold and silver coins.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.5

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