Research On The Marketing Strategy Of Precious Metals Personal Business Of M Bank Inner Mongolia Branch

With continuous improvement of the financial market system,our country encourages and guides the commercial banks to participate in the gold Market,and continuously enlarges the breadth and depth of the gold market.Commercial banks with their own financial service advantages and huge customer group build a Multi-dimensional products system and rich product variety,to continually expand the scale of the precious Metals Market transactions.It makes commercial banks to be the "main force" of the precious metals market.By continuously optimizing and improving marketing strategies and gradually increasing the overall market share of precious metal personal business in this region,Inner Mongolia branch of M bank’s precious metal personal business can continue to develop healthily and stably.This article first analyzes Inner Mongolia branch of M bank’s personal business background,the current situation of the development of precious metals,and conducts the SWOT analysis of M bank Inner Mongolia branch’s personal precious metals market by using the strengths,weaknesses,opportunities and threats four aspects of the comprehensive analysis.It is concluded that the problem of marketing competition and product homogeneity of retail physical precious metal is outstanding.On this basis,this paper uses the STP strategies,relying on customer asset structure and risk appetite two dimensions of market segmentation,according to the customer group of assets such as precious metals trading structure analysis to determine the target market,ultimately determines to take "improve low-end,positioning in the end,cultivating high-end" market positioning strategies,and forms online and offline integration service mode.Based on the above target market positioning,based on the 4Ps theory of marketing,this paper proposes to increase external channels to make up for the disadvantages of transaction business development,to increase the development of trading high-end products oriented by customers’ demands,to reduce the incidence of priceplummets,to implement differentiated pricing strategy,to depend on new media platform and network service recommendation and other measures.It can help to further optimize the marketing strategy of precious metal personal business of M bank,and gradually increase the overall market share of precious metal personal business in this region.If M Bank Inner Mongolia branch wants to achieve new breakthroughs of personal precious metal business,it should strive to develop the precious metals trading business,and realize the precious metals trading business and physical business development go hand in hand.