Research On The Different Marketing Strategy Between Paper Gold And Real Gold Of The Z Branch Of C Bank

In recent years, commercial banks vigorously develop the financial business. With the establishment of the Shanghai gold exchange and the gradual opening of gold market, gold business has become the bank’s financial rookie. Gold trading volume grows quickly, and constantly brings forth the new through the old golden variety. At present, the gold business of commercial banks is mainly divided into two kinds, one kind is the paper gold, another is the real gold. By the development of gold business, commercial banks can meet the diversified financial needs of customers, improve financial business structure,increase the intermediate business income, and enhance the profitability of their own.Attaching great importance to financial services, Z branch of C Bank graspes the good opportunity,and vigorously develops the gold business. The bank formed a group of high-quality gold customers gradually. At the same time, customers will be to choose different gold product because of many reasons.So the bank is necessary to analysize customer group characteristics of holding various types of gold products.Further more, the problems and reasons of all kinds of product choice should be analysized, so as to the bank can develop new products and business well next step.In this paper, the Z branch of C Bank study the different marketing strategy of paper gold and real gold comparatively. First of all, the article analyzes the theory foundation of gold business and the differences between the paper gold and real gold.Next, he article analyzes the current situation of Z branch based on the bank internal data and the gold business.Two customer group characteristics were compared and analyzed through the market survey of paper gold and real gold. Then,the article summed up the reasons for the two categories of products bank customers choosing to buy gold.Further more, the cause of common problems and differences currently of selling the two products was explored connecting with the work practice and market survey. Finally, the article Put forward specific policy recommendations and feasible safeguards,including of product innovation, business training, marketing, customer service, customer service and many other aspects of the paper gold and real gold in view of the aforementioned issues.