Research On The Marketing Strategy Of Gold Services About China Construction Bank Ningxia Branch

In recent years, with the development of the international gold market and gold products sales, domestic banks have pushed off their own gold products. The paper takes the gold products of CCB Ningxia as the research object. It carries on the discussion of gold product marketing strategy of the CCB, mainly from the analysis of the STP strategy, product, price, channel, promotion aspects. Then it uses the SWOT analysis method to analysis the advantages, disadvantages, opportunities and threats of gold marketing of the CCB Ningxia. Based on the SWOT analysis it forms four kinds of strategy of gold products. Combining with the present situation of the CCB Ningxia, the paper formed an opinion that in the next three to five years, the CCB Ningxia should take the WO strategy in gold product marketing. Finally, based on the above analysis, the article proposes how to carry out the gold product marketing, mainly from enriching the product variety, increasing product innovation, expanding marketing channels, increasing sales promotion and other aspects, so as to enhance the market share, improve the competitiveness of the CCB Ningxia and promote the sustained, healthy development of gold products.