工行河北省分行黃金業(yè)務(wù)營銷策略研究
發(fā)布時間：2018-09-03 06:24
【摘要】：面對黃金市場的開放,工商銀行黃金業(yè)務(wù)憑借其絕對的優(yōu)勢在同業(yè)中保持領(lǐng)先地位,占據(jù)國內(nèi)最大的市場份額,已成為首家具備完整的賬戶黃金交易產(chǎn)品線的商業(yè)銀行。本文以工行河北省分行黃金業(yè)務(wù)為研究對象，首先從經(jīng)營環(huán)境分析出目前我國經(jīng)濟(jì)平穩(wěn)增長、信息與科技發(fā)達(dá)、居民可支配收入持續(xù)增加，但市場監(jiān)管不利、投資潛在的風(fēng)險在一定程度阻礙黃金市場的發(fā)展。 其次介紹了工行河北省分行黃金業(yè)務(wù)營銷現(xiàn)狀是以客戶為中心,憑借豐富的黃金業(yè)務(wù)種類、良好的品牌形象占據(jù)市場領(lǐng)先地位。但營銷策略制定和發(fā)展過程中存在產(chǎn)品差異化欠缺、價格缺乏靈活性、分銷網(wǎng)絡(luò)不健全、促銷缺乏長期性、服務(wù)觀念不強(qiáng)、競爭優(yōu)勢不明顯等問題。通過內(nèi)外環(huán)境的分析及問卷調(diào)查運(yùn)用SWOT分析指出了面臨的機(jī)遇與挑戰(zhàn)，工行河北省分行將采用依靠自身優(yōu)勢、利用外部機(jī)會制定了SO戰(zhàn)略，為建立多元化平臺、促進(jìn)結(jié)構(gòu)調(diào)整明確了方向。 再次運(yùn)用STP理論進(jìn)行市場細(xì)分，確定工行河北省分行目標(biāo)市場定位為高端客戶，通過合理的市場定位結(jié)合未來的發(fā)展趨勢提出了差異化營銷策略，并有針對性的服務(wù)于各種客戶群體，打造出更多與眾不同的個性產(chǎn)品和品牌形象。 最后對工行河北省分行黃金業(yè)務(wù)的營銷組合理論進(jìn)行研究，制定了工行河北省分行黃金業(yè)務(wù)價格、渠道、促銷、服務(wù)等策略。進(jìn)一步拓寬服務(wù)范圍、提高服務(wù)質(zhì)量、強(qiáng)化風(fēng)險控制、定制有效的宣傳和推廣方式，并提出了如何樹立營銷理念、建立營銷機(jī)制、簡化交易程序、提供技術(shù)支持等整體營銷的合理化改進(jìn)建議。 本文結(jié)合工行河北省分行的實(shí)際情況，研究了黃金業(yè)務(wù)的營銷策略，對拓寬市場占有率具有重要意義。同時，，也對其他商業(yè)銀行在黃金市場營銷推廣方面具有借鑒意義。
[Abstract]:Facing the opening of gold market, ICBC gold business with its absolute advantage in the industry to maintain a leading position, occupying the largest market share in China, has become the first commercial bank with a complete account gold trading product line. This paper takes the gold business of Hebei Branch of ICBC as the research object. First of all, from the analysis of the operating environment, we find that our economy is growing steadily, the information and science and technology are developed, and the disposable income of the residents continues to increase, but the market supervision is unfavorable. The potential risk of investment hinders the development of the gold market to some extent. Secondly, the paper introduces the current situation of ICBC Hebei Branch's gold business marketing, which is customer-centered, with rich gold business types, good brand image occupies the leading position in the market. However, there are some problems in the process of marketing strategy formulation and development, such as product differentiation, lack of flexibility in price, imperfect distribution network, lack of long-term promotion, weak concept of service and lack of obvious competitive advantage. Through the analysis of internal and external environment and questionnaire survey, the paper points out the opportunities and challenges faced by ICBC Hebei Branch by using SWOT analysis. ICBC Hebei Branch will adopt its own advantages and make use of the external opportunities to formulate the SO strategy, in order to establish a diversified platform. Promoting structural adjustment has made clear the direction. Thirdly, using STP theory to subdivide the market, determine the target market position of ICBC Hebei Branch as the high-end customer, and put forward the differentiated marketing strategy through reasonable market positioning combined with the future development trend. And targeted to serve various customer groups, to create more unique personality products and brand image. Finally, the paper studies the marketing combination theory of the gold business in Hebei Branch of ICBC, and formulates the price, channel, promotion and service strategy of the gold business in Hebei Branch of ICBC. Further widening the scope of services, improving service quality, strengthening risk control, customizing effective publicity and promotion methods, and putting forward how to establish marketing concept, establish marketing mechanism, simplify transaction procedures, Provide technical support and other rationalization suggestions for overall marketing. Based on the actual situation of ICBC Hebei Branch, this paper studies the marketing strategy of gold business, which is of great significance to broaden the market share. At the same time, other commercial banks in the gold marketing promotion has reference significance.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2;F274
本文編號：2219166
[Abstract]:Facing the opening of gold market, ICBC gold business with its absolute advantage in the industry to maintain a leading position, occupying the largest market share in China, has become the first commercial bank with a complete account gold trading product line. This paper takes the gold business of Hebei Branch of ICBC as the research object. First of all, from the analysis of the operating environment, we find that our economy is growing steadily, the information and science and technology are developed, and the disposable income of the residents continues to increase, but the market supervision is unfavorable. The potential risk of investment hinders the development of the gold market to some extent. Secondly, the paper introduces the current situation of ICBC Hebei Branch's gold business marketing, which is customer-centered, with rich gold business types, good brand image occupies the leading position in the market. However, there are some problems in the process of marketing strategy formulation and development, such as product differentiation, lack of flexibility in price, imperfect distribution network, lack of long-term promotion, weak concept of service and lack of obvious competitive advantage. Through the analysis of internal and external environment and questionnaire survey, the paper points out the opportunities and challenges faced by ICBC Hebei Branch by using SWOT analysis. ICBC Hebei Branch will adopt its own advantages and make use of the external opportunities to formulate the SO strategy, in order to establish a diversified platform. Promoting structural adjustment has made clear the direction. Thirdly, using STP theory to subdivide the market, determine the target market position of ICBC Hebei Branch as the high-end customer, and put forward the differentiated marketing strategy through reasonable market positioning combined with the future development trend. And targeted to serve various customer groups, to create more unique personality products and brand image. Finally, the paper studies the marketing combination theory of the gold business in Hebei Branch of ICBC, and formulates the price, channel, promotion and service strategy of the gold business in Hebei Branch of ICBC. Further widening the scope of services, improving service quality, strengthening risk control, customizing effective publicity and promotion methods, and putting forward how to establish marketing concept, establish marketing mechanism, simplify transaction procedures, Provide technical support and other rationalization suggestions for overall marketing. Based on the actual situation of ICBC Hebei Branch, this paper studies the marketing strategy of gold business, which is of great significance to broaden the market share. At the same time, other commercial banks in the gold marketing promotion has reference significance.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2;F274
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