摘 要
本文以中国工商银行为例,从细分市场和4P的角度深入探讨
了黄金业务的营销策略
,并结合国内其他商业银行黄金业务的情况,
分析出目前中国工商银行黄金业务在营销策略上的优劣势。通过对黄
金市场和我国商业银行发展情况的概述,得出我国商业银行黄金业
务有较好的发展前景。因此我国商业银行应该主动出击,力求在该领
域占领优势地位。最后,作者针对我国商业银行黄金存在的不足提出
了整体的合理化建议。
关 键 词
商业银行;中国工商银行;黄金业务;营销策略
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
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