Research On The Marketing Strategy Of Commemorative Gold And Silver Coins In Dongying Branch Of Bank Of China

Marketing strategy is the strategy and tactics of commercial banks to provide customers with financial products and services,realize value transfer and exchange.It is the way to achieve customer fund interaction,information interaction,value interaction,is to maintain customer relationship,explore customer resources,create bank value.Therefore,in a sense,the choice of marketing strategy is related to the success or failure of individual retail business of commercial banks.The commemorative gold and silver coins business of Dongying Branch of Bank of China began in 2011,after six years of development has not small market influence in Dongying,but continuously improve market share,establish its commemorative gold and silver coins brand,also face more and more fierce competition.Bank of China Dongying Branch how to improve its product marketing,and constantly improve on the local market competitiveness,become its imminent problem.The purpose of this paper is to study the marketing situation and problem analysis of the Dongying Branch of Bank of China to commemorate the gold and silver coins,so as to provide some countermeasures for solving current marketing problems of Dongying Branch of Bank of China.This paper is divided into six chapters.The first chapter introduces the background,research trends and research methods of this paper.The second chapter summarizes the marketing theory used in the process of writing.Combined with the marketing theory,the third chapter analyzes the marketing environment of the Bank of China,Dongying Branch,aims to find out the external environment of the Bank of China Dongying Branch.The fourth chapter analyzes the marketing problems and causes of the memorial of the Bank of China Dongying Branch.The fifth chapter uses the " STP " " 4p" " Network Marketing" theory,for the shortcomings of the fourth chapter give the corresponding marketing strategy improvement suggestions.The sixth chapter is the marketing strategy according to the fifth chapter,gives the corresponding safeguard suggestions.Hope through this paper,further improve the Bank of China Dongying Branch to commemorate the gold and silver coins marketing concept.As an important product of asset allocation,Commemorate also faces competition from other investment products and competitors.The Bank of China Dongying Branch must develop the system marketing strategy,through the system coordination of market segmentation,selection and positioning,product strategy,price strategy,channel strategy and promotion strategy to provide satisfactory goods and services for investors to achieve to achieve its profit target.