Research On The Marketin Strategy Of Gold Business Of C Bank

International gold prices rose from more than＄100an ounce in1978to＄1934an ounce in2012, then felled to about＄1300an ounce in2013, announcing the end of the bull market in gold for11years. In the face of the international gold prices falling, whether resources invested in the gold business by commercial Banks should be reduced? Although looked from the general direction, major premise of gold business sustainable development and the important role of commercial Banks in the gold market have not changed, but the gold business has developed relatively mature in commercial Banks, large state-owned Banks dominate the market, as a small and medium-sized joint-stock Bank, how can C bank create its own advantages?According to the PEST macro environment analysis and the model of Porter Five, C bank should make full use of external macro environment, such as political, economic, social and technological opportunities and it’s the bargaining power of suppliers, customers in gold industry, use it’s comparative advantage for interbank competition and potential entrants and comparative advantage for alternative products and alternative channels. Foster strengths and circumvent weaknesses.According to SWOT analysis, to be in an impregnable position in the gold business competition, C to bank must use its own better high-end customer base, perfect electronic banking platform as the internal advantage to seize external opportunities such as an aging population, rapid rise of the middle class,80’s entering the baby boom and so on. It should carefully determine its own characteristic marketing strategy.C bank’s market segmentation strategy and target market positioning is:From the point of client assets high and low, should be aimed at the high-end customers; From the point of customer age, should aim for middle-aged and old customers and80’s customer base; From the point of customer gender, should be aimed at women customers; Look from the trade channel, should vigorously develop the network channels; From the point of product attributes, should aim at the products combining investment function and consumption function, also the products for inheriting classes; From the point of cities, should aim at lower-tier cities. Only to adjust marketing strategy from the aspects such as product, price, channel and promotion of C Bank, strengthen product innovation, perfect the price system, optimize the service channel, rich forms of promotion, can C bank avoid their own weakness in the gold business operations management and marketing experience, improve market competitiveness, avoid external threats.Main innovation point of this article is:made a thorough analysis of the current market environment opportunities and threats for the development of the gold business of the commercial Banks. Make an organic union of the gold goods attribute and monetary attribute, combine with the characteristics of the Banks themselves adequately; put forward new ideas for gold product innovation and marketing strategy. It has good guidance meaning to gold business development of commercial Banks in the next three to five years.