Marketing Strategy Of Gold Products

Since2001, monetary authority had relaxed the strict management policy of gold market step by step,and it had formed a new system which is main trading in trading floor and kerb market as a supplements. Gold has its own special inherent attribute and the international gold market has its own peculiarity, with these reason,the domestic gold market can not become a independent market which is breaking away from the international gold market. With the developing and refining of both international gold market and domestic gold market,the growth degree of domestic gold market is still lower than the international gold market at present,but it own a great power of development,especially the gold investment product which has a great deal of potential can improve the demand of product.The domestic gold market’s growth degree and speed will take a great influence to the gold demand of international gold market if there is no change of politics or demand,especially the great change of gold reserve policy.Combining with the actuality of the gold market which the writer has known,this thesis is aiming on searching for a marketing strategy which is suit for the development of YG company’s product with full analysis, then direct at the problems which has found during the YG company’s marketing,the writer has made a all-sided analytical studies,and striving to find solutions that which is suit for the company’s development planning.This thesis has elaborated the current situation of the international and domestic gold market with the method of bibliographic retrieval,example illustration and descriptive research,the writer had made a comprehensive analysis to the gold product market via The Five-force Model, the PEST analysis,marketing theory and SWOT analysis. Combine with the analysis of YG company’s marketing strategy,the writer made the conclusion that YG company need seizing the market opportunity,preempting gold resources,expanding the client market, establishing the brand,innovating the product,and changing business practice.