工行邢台分行贵金属业务营销策略研究

发布时间：2018-05-04 10:57

本文选题：贵金属 + 商业银行　；参考：《河北大学》2017年硕士论文

【摘要】：目前世界经济进入不确定时代,全球央行不断保持黄金净买入量的状态,越来越多的机构和个人正在认同黄金的避险作用和投资用途。在此种情况下,黄金等贵金属市场迎来了利好的市场环境。对于商业银行而言,做大做强贵金属业务不仅能有效增强产品线的利润创造能力,成为一个新的利润增长点,更是银行向综合投资银行转型发展的必然选择。本文以工行邢台分行贵金属业务为研究对象,首先利用PEST分析法分析其经营环境,其次从营销机构、产品、渠道、促销等方面分析了工行邢台分行贵金属业务的营销现状和问题,并通过构建SWOT模型确定了工行邢台分行目前应采取的营销战略。在此基础上,本文对工行邢台分行贵金属业务进行市场细分和目标客户选择,最后,针对目标客户提出了工商银行邢台分行贵金属产品的营销策略,建议工行邢台分行从加快产品创新、加大费率优惠、拓宽营销渠道、丰富促销方式等方面进行调整改善,对于工行邢台分行贵金属业务营销起到较好的指导作用。
[Abstract]:As the world economy enters an era of uncertainty, central banks around the world are keeping net gold purchases, and more and more institutions and individuals are recognizing the safe haven and investment use of gold. In this case, gold and other precious metals market ushered in a favorable market environment. For commercial banks, making noble metal business bigger and stronger can not only effectively enhance the profit creation ability of product line and become a new profit growth point, but also is an inevitable choice for banks to transform to comprehensive investment banks. This paper takes the noble metal business of Xingtai Branch of ICBC as the research object. Firstly, it uses PEST analysis method to analyze its business environment, secondly, from the marketing organization, product, channel, The marketing status and problems of precious metal business in Xingtai Branch of ICBC are analyzed, and the marketing strategy of Xingtai Branch of ICBC is determined by constructing SWOT model. On this basis, this article carries on the market segmentation and the target customer selection to the ICBC Xingtai Branch precious metal business, finally, for the target customer, proposed the marketing strategy of the precious metal product of the Industrial and Commercial Bank of Xingtai Branch. It is suggested that the Xingtai Branch of ICBC should adjust and improve from the aspects of speeding up product innovation, increasing the preferential rate, widening the marketing channels and enriching the promotion methods, which will play a better guiding role in the marketing of precious metals business of Xingtai Branch.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2

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