Research On Transformation Of Marketing Strategy Of Individual Gold Business In Bank Of JYFJ

Nowadays,due to the aggravation of global trade frictions and the influence of warfare and other factors,the uncertainty of the global political and economic environment has increased,highlighting the gold's safe-haven and value-added functions.Gold still plays an important role in the stage of the world.In China,the government has introduced a series of policies to support the development of the gold market.At the same time,the government encourages "storing gold in the people".On one hand,the government continues to increase its gold foreign exchange reserves,and on the other hand,it supports residents to invest and consume gold.China has become the world's largest gold producer for 11 consecutive years and has become the world's largest gold consumer for 5consecutive years.In this situation,the rapid development of the gold market leads to a favorable environment.The rapid development of domestic gold market has brought opportunities for the development of gold business in commercial banks.Individual gold business has become one of the important businesses of commercial banks.It is not only a necessary requirement for the transformation and development of commercial banks,but also a hot business for major commercial banks.The Fujian branch of the Bank of communications(hereinafter referred to as "JYFJ" Bank)has opened its gold business in2011,but its individual gold business is still in the initial stage.Therefore,it is necessary to study the marketing strategy transformation of individual gold business.Firstly,this paper introduces the individual gold business of JYFJ Bank,and after analyzing the strategic environment and current STP of the branch in detail,expounds the current situation of the marketing strategy of the branch.Subsequently,this paper investigates the problems of marketing strategy of individual gold business of branch by questionnaire survey,uses SEM model to model the key problems,and summarizes the existing problems of marketing strategy.Finally,this paper puts forward that JYFJ Bank should transform and develop its marketing strategy from four aspects: product strategy,price strategy,channel strategy and promotion strategy,especially product strategy.Branches should change their product strategies to differentiate product strategies and promote the co-development of physical and trading funds;change their pricing strategies to those based on head office pricing and increase the frequency ofself-regulation;change their channel strategies to those based on online channels and supplemented by offline channels;change their promotion strategies to those based on advertising promotion and dominated by personnel promotion.The innovation of this paper is mainly embodied in two aspects: research methods and research contents.In terms of research methods,this paper uses a combination of questionnaire survey and modeling to carry out analysis.In terms of research content,there are few studies on JYFJ Bank's marketing strategy transformation,which has certain research significance.I hope this paper can provide support for the transformation and development of JYFJ bank's personal gold business,enhance its market competitiveness,expand its market share,and increase the revenue of intermediary business.