我國(guó)商業(yè)銀行黃金業(yè)務(wù)營(yíng)銷策略研究——以中國(guó)工商銀行為例
（專業(yè)：市場(chǎng)營(yíng)銷 此畢業(yè)論文共10139字，18頁(yè)）
目　　　錄
摘要 2
關(guān)鍵詞 2
一、黃金市場(chǎng)和我國(guó)商行黃金業(yè)務(wù)發(fā)展情況 3
（一）黃金市場(chǎng)現(xiàn)狀與特點(diǎn) 3
（二）我國(guó)商業(yè)銀行黃金業(yè)務(wù)發(fā)展情況 4
二、工商銀行黃金業(yè)務(wù)營(yíng)銷策略分析 5
（一）工行黃金業(yè)務(wù)的細(xì)分市場(chǎng)分析 5
（二）工行黃金業(yè)務(wù)的4P策略分析 6
三、工商銀行黃金業(yè)務(wù)營(yíng)銷策略優(yōu)劣勢(shì)分析 8
（一）工商銀行黃金業(yè)務(wù)營(yíng)銷策略的優(yōu)勢(shì) 8
（二）工商銀行黃金業(yè)務(wù)營(yíng)銷策略的劣勢(shì) 9
四、我國(guó)商業(yè)銀行黃金業(yè)務(wù)營(yíng)銷策略建議 10
（一）整合原有業(yè)務(wù)，正確細(xì)分市場(chǎng) 10
（二）設(shè)計(jì)黃金投資型產(chǎn)品 10
（三）加大促銷力度 10
參考文獻(xiàn) 12
注 釋 13
附 錄 14
謝 辭 16
摘　　　要
本文以中國(guó)工商銀行為例，從細(xì)分市場(chǎng)和４Ｐ的角度深入探討了黃金業(yè)務(wù)的營(yíng)銷策略,并結(jié)合國(guó)內(nèi)其他商業(yè)銀行黃金業(yè)務(wù)的情況，分析出目前中國(guó)工商銀行黃金業(yè)務(wù)在營(yíng)銷策略上的優(yōu)劣勢(shì)。通過對(duì)黃金市場(chǎng)和我國(guó)商業(yè)銀行發(fā)展情況的概述，得出我國(guó)商業(yè)銀行黃金業(yè)務(wù)有較好的發(fā)展前景。因此我國(guó)商業(yè)銀行應(yīng)該主動(dòng)出擊，力求在該領(lǐng)域占領(lǐng)優(yōu)勢(shì)地位。最后，作者針對(duì)我國(guó)商業(yè)銀行黃金存在的不足提出了整體的合理化建議。
關(guān)　鍵　詞
商業(yè)銀行；中國(guó)工商銀行；黃金業(yè)務(wù)；營(yíng)銷策略
Abstract
In this paper, the author takes Industrial and Commercial Bank of China for example and makes a deep analysis of the marketing strategy of the gold services from the perspective of market segments and 4P. By a combination of other domestic commercial banks in China, the author analyzes the advantages and disadvantages of the marketing strategy of gold services that Industrial and Commercial Bank of China has. The gold services of the commercial banks in China have good prospects through an overview of the gold market and the development of commercial banks in China. Commercial banks in China should take the initiative to occupy the dominant position in the field. Ultimately the author gives some overall reasonable suggestions for the commercial banks in China.
Key Words
Commercial Banks Industrial and Commercial Bank of China Gold Services Marketing Strategy