Study On The Optimization Of Value Marketing Strategy Of Precious Metals In China Gold Coin Shenzhen Commercial Center

Chinese precious metal commemorative coin is the national legal tender issued by People’s Bank of China with exclusive distribution by China Gold Coin Incorporation.Due to the authority and uniqueness of the legal tender,Chinese gold coin is in the absolute monopoly position in the market,with relatively few operation presses,seldom considering customer demand,and leading to “marketing myopia” to a certain extent.However,in recent years,with the gradual openness of gold market,the market competition faced by China Gold Coin Incorporation grows fiercely.Especially for the precious metal commemorative coins,the marketing thereof faces the problems such as hard to motivate customer collection demands,insufficient provision of commemorative coin products and services,low customer satisfaction etc.And how to enhance core competitiveness and optimize marketing practice in the view of customer value enhancement are the key issues for the future development of China Gold Coin Shenzhen Commercial Center.The thesis regards China Gold Coin Shenzhen Commercial Center as the research object,based on customer value model,customer delivered value theory and value marketing combination theory,elaborates the background of value marketing practice by China Gold Coin Corporation,depicts the current status of value marketing practice by China Gold Coin Shenzhen Commercial Center in three aspects such as delivered value marketing,service marketing and brand marketing.Hereafter,based on research questionnaire method,it diagnoses and analyzes various problems such as demand strategy,cost strategy,communication strategy,service strategy and sophisticated marketing strategy etc of China Gold Coin Shenzhen Commercial Center in the value marketing practice.And finally,the thesis proposes optimization opinions for value marketing strategy.The thesis,in the way of literature research,case analysis,comparison analysis,research statistics,specification research etc,by means of research logic of problem orientation,and proposes relevant improvement suggestions aiming at the problems above.It includes: for demand strategy problem,expand channel scale and enhance market guidance;for cost strategy problem,increase delivered cost,enhance feedback to customer information and more consultancy service provision;for communication strategy problem,practice boutique awareness,enhance branch publicity as well as enhance customer maintenance;for service strategy problem,perfect the management system of sales department and enhance the self positioning of the sales;for sophisticated marketing strategy problem,innovate value marketing strategy and realize the combination of value marketing.The research conclusion of the thesis,on one hand,based on scientific research,plays guidance role to enhance core competitiveness and customer loyalty for China Gold Coin Shenzhen Commercial Center to develop value marketing practice more effectively.On the other hand,precious metal commemorative coin market faces significant market changes caused by macro and micro environment changes,and consequently,the research conclusion of the thesis provides beneficial references for the maturity and development of the industry,as well as the improvement of the industry value marketing strategy in the trade.