The Reaserch Of Marketing Strategy About Paper Gold Of Bank Of China In Shandong Branch

The financial market vibrated in recent years, and the gold as an investment products which can avoid the risk of currency, so it attracted much attention. Due to the inflation, the interest rate changed constantly, so the price of gold fluctuated with it. At the same time, many domestic investors obtained more opportunities. In terms of domestic commercial banks, the gold trade is a good way in profit growth and is also can pass on business risk, improve the condition of the assets in such environment.During domestic commercial banks, the Bank of China had an early start in the gold business areas in a wide range. At the beginning of this business, Shandong branch had an important place in the field. Shandong branch walked in the forefront of the same trade, the number of business and customers increased significantly. However, with the increasing of the investors, the needs of investment products and services expanded. Domestic banks and foreign banks swarmed into the gold business, beginning to erode this market, so the competition with the same trade increasingly intensified. This paper chooses the Shandong branch as the research object, the research of this paper mainly includes how to provide high quality and effective financial service under the intense industry competition,how to promote revenue and profits in the long run.First, this paper summarizes the gold and international gold market, the basic content of the paper gold transactions; Second, it sums up the advantages and disadvantages of Shandong branch, summarizing the current opportunities and threats in the external environment; At last, it integrated the marketing and strategic management theory, analysis the expansion of Shandong branch in this business and the strategic planning, summarizing the customer demand, the service, product promoting, the staff training, and present with the feasibility suggestions.