基于消费者行为的“C行金”实物黄金市场营销策略研究-工商管理专业论文.docxVIP

优秀毕业论文 精品参考文献资料 RESE^RCH RESE^RCH ON THE MARKET I NG STRATEGY OF ‘C BANK GOLD’ PHYS I CAL GOLD队SED 0N CONSUNER BEHAV 1 0R ABST触CT With the economy of our country soaring，the reform of the market mechanism and fmancial market gradually ending,commercial banks have to consider the problem is how to calmly meet challenges at the same time grasp the precious opportunities for development．To a certain extent，Chinese market the interest rate changing will compression the profit space of traditional business of commercial bank．Meanwhile，with the economic level of ascension, more and more people are keen on financing products in banks，which has created favorable conditions for the development of gold financing business．C bank can rely on the rise ofnew opportunities of gold products and business in the domestic commercial bank，seize the market effectively,then the gold business development becomes one of the pillar businesses． As a result，a variety of intermediary businesses will completely replace traditional loan business as the”trump card”in response to their rivals． This research studies on the related theory of consumer behavior,combines with the characteristics and marketing present situation of China construction bank physical gold products(shortly,C Bank Gold)，and analyze the gold market macro environment and industry in commercial Banks．In all,there is raised two levels influence factors in consunlers buy C Bank Gold． The one side it is the social and cultural factors，situational factors，as well as social demographic factors，on the other side it can be subdivided into jewelry consumption,gifts， collection investment，convenient channels，marketing service，purchasing environment，price， promotion,disposable income，gender,age，family structure，level ofeducation and career,etc· Based on the above assumptions，it validates the importance of influencing factors，with designing，distributing，recycling questionnaire，and doing data statistics and analyses． With the actual situa