C银行Z分行纸黄金与实物金差异化营销策略研究

发布时间：2018-11-07 10:50

【摘要】：近年来,各商业银行大力发展理财业务,随着上海黄金交易所成立和黄金市场的逐步开放,黄金业务逐步成为银行的理财新秀,黄金交易量快速增长,黄金品种不断推陈出新。目前,各商业银行黄金业务主要分为两种,一种是纸黄金,另一种是实物金。商业银行通过发展黄金业务,能满足客户多元化理财需求,丰富理财业务结构,提高中间业务收入,增强自身盈利能力。作为十分重视理财业务的C银行Z分行,及时抓住良好机遇,大力发展黄金业务,并逐步形成一批优质黄金客户群体。同时,客户会因多种因素选择不同的黄金产品,银行有必要对各类黄金产品的客户群体特征进行分析,对客户选择各类产品的原因和问题进行分析,从而为银行下一步营销黄金新品和业务开展提供借鉴。本文以此为背景,对C银行Z分行纸黄金与实物金业务差异化营销策略这一问题进行比较研究。首先,文章分析了黄金业务的理论基础,比较了纸黄金与实物金的区别;接下来,基于银行内部资料支撑分析了C银行Z分行黄金业务现状,通过市场调查对纸黄金和实物金两类客户群体特征进行了比较分析,总结了银行客户选择购买黄金的两个类别产品的原因,并结合工作实践和市场调查探索了C银行Z分行目前代销纸黄金与实物金中存在的共性问题和差异化问题;最后,针对前述问题,从产品创新、业务培训、营销方法、客户寻找、售后服务等多个方面对纸黄金与实物金差异化营销提出了具体策略建议,并提出了可行的营销保障措施。
[Abstract]:In recent years, various commercial banks have vigorously developed their financial management business. With the establishment of the Shanghai Gold Exchange and the gradual opening of the gold market, the gold business has gradually become a new financial talent of the banks, with the rapid growth of the gold trading volume and the continuous emergence of new varieties of gold. At present, the gold business of commercial banks is mainly divided into two types, one is paper gold, the other is physical gold. Through the development of gold business, commercial banks can meet the diversified financial needs of customers, enrich the structure of financial management business, improve the income of intermediate business and enhance their own profitability. As a branch of C Bank Z, which attaches great importance to financial management business, it seize the good opportunity in time, vigorously develop gold business, and gradually form a group of high-quality gold customers. At the same time, customers will choose different gold products because of various factors. It is necessary for banks to analyze the customer group characteristics of all kinds of gold products, and analyze the reasons and problems of customers choosing various kinds of gold products. Thus the next step for the bank to market new gold products and business to provide reference. Based on this background, this paper makes a comparative study on the differential marketing strategy between paper gold and physical gold in Z branch of C Bank. Firstly, the paper analyzes the theoretical basis of gold business and compares the difference between paper gold and physical gold. Then, based on the bank internal data support, the paper analyzes the current situation of gold business in C Bank Z Branch, and compares the characteristics of paper gold and physical gold customer groups through market investigation. This paper summarizes the reasons why bank customers choose to buy two kinds of gold products, and explores the common problems and differences between paper gold and physical Gjinzom in Z branch of C Bank based on working practice and market investigation. Finally, aiming at the above problems, the paper puts forward some specific strategies and suggestions from the aspects of product innovation, business training, marketing method, customer search, after-sales service and so on, and puts forward some feasible marketing guarantee measures.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2;F274

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