Gold Corporation Product Marketing Strategy

The foundation of Shanghai Gold Exchange symbolized the opening of Chinese gold market. The gold enterprises shook off the yoke of the management construction that is described as "selling and buying controlled by one governor". Chinese gold market booms in recent years, all the participants are in the stage of exploration and studying. There is no existing experience to use; the market analysis and risk management are the weak link of the production enterprises. How can the gold producing companies achieve the conception updating and role transformation after their entered to the market leaded by financial productions has been a new problem to the companies. According to the preview from Chinese investment market, affected by the policy and comparably lower market developing level, the kinds of production used to invest are limited. The opening of gold market increases the new investing manners for investors, helps the people to extend their gold dealing and own to achieve the purpose of "putting gold in resident's room", has the stratagem meaning for social and economy stability. In 2003 Zhongjin Gold Corporation set up its gold exchange center in Zhengzhou, Dalian , Shenyang, if the operation was successful, there will be a huge space for developing. China has its deeply affection for gold using. Zhongjin Gold Corporation is a green recruit in the gold producing and gold marketing. Through the marketing environment analysis, competition analysis and SWOT; this article set the Zhongjin Gold Corporation's position as a follower of the market. Through the theory of the customer's conduct, the double factor of the market need, the STP marketing, this article concluded the feasibility and necessity of the Zhongjin Gold'entering to the gold investment service and gold producing arena. This article studies that how the Zhongjin Gold can use the background in Shanghan gold exchange, take advantage of the name of "Chinese first gold stock", to make it's own achievement in Chinese gold market. This article also give it's own suggestion and idea for the sales of Zhongjin gold production.