中国工商银行服营销策略研究.docxVIP

PAGE \* MERGEFORMAT 16 目　　　录 HYPERLINK \l _Toc291602605 摘要 2 HYPERLINK \l _Toc291602605 关键词 2 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc291602605 一、黄金市场和我国商行黄金业务发展情况 3 HYPERLINK \l _Toc291602606 （一）黄金市场现状与特点 3 HYPERLINK \l _Toc291602607 （二）我国商业银行黄金业务发展情况 4 HYPERLINK \l _Toc291602608 二、工商银行黄金业务营销策略分析 5 HYPERLINK \l _Toc291602609 （一）工行黄金业务的细分市场分析 5 HYPERLINK \l _Toc291602610 （二）工行黄金业务的4P策略分析 6 HYPERLINK \l _Toc291602615 三、工商银行黄金业务营销策略优劣势分析 8 HYPERLINK \l _Toc291602616 （一）工商银行黄金业务营销策略的优势 PAGEREF _Toc291602616 \h 8 HYPERLINK \l _Toc291602620 （二）工商银行黄金业务营销策略的劣势 9 HYPERLINK \l _Toc291602625 四、我国商业银行黄金业务营销策略建议 10 HYPERLINK \l _Toc291602626 （一）整合原有业务，正确细分市场 10 HYPERLINK \l _Toc291602627 （二）设计黄金投资型产品 PAGEREF _Toc291602627 \h 10 HYPERLINK \l _Toc291602628 （三）加大促销力度 PAGEREF _Toc291602628 \h 10 HYPERLINK \l _Toc291602629 参考文献 12 HYPERLINK \l _Toc291602630 注 释 13 HYPERLINK \l _Toc291602631 附 录 14 HYPERLINK \l _Toc291602632 谢 辞 16 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 Industr