Research On The Competitive Strategy Of Gold Busines In Chinese Commercial Banks

In recent years,Sino-US trade frictions have continued,the Sino-US trade war has swept the world,and the international situation has continued to turmoil.As the most important safe-haven asset,on one hand,gold has become the focus in the financial market,and the price of gold continues to climb.In August 2019,the international gold price has exceeded 1,500 US dollars per ounce,which reached the highest point in 2013.On the other hand,according to the China Gold Association's statistics in 2018,China's accumulated gold production has reached 401.12 tons in the whole year,ranking first in the world for 12 consecutive years.China's accumulated gold consumption in the whole year reached 1151.43 tons,ranking first in the world for 6 consecutive years.China has grown from a follower in the gold market to a leader in the gold market.As the cornerstone connecting the gold market and investors and the cornerstone supporting gold trading,how can domestic commercial bank solve its own problems through internal reforms and product innovations,enhance the comprehensive competitiveness of the gold business,and cope with the ever-changing external environment and increasingly fierce market competition is the topic in this paper.This paper introduces the research results of domestic and foreign scholars on the comnercial banking gold business and competition strategy,and analyzes the current development status and existing problems of domestic commercial bank gold business.The author selects a representative J branch of A bank as a case to study the development of its gold business.This research is mainly divided into three parts.The first part is to analyze the gold business operation data in J branch in the past three years;The second part is to use the questionnaire survey method to summarize the results of the questionnaire;The third part is to analyze the advantages and disadvantages of gold business in J branch by SWOT analysis method,as well as external challenges and opportunities,and the corresponding SWOT matrix strategy is formulated based on the actual situation of J branch.On the basis of the case analysis for J branch,this paper returns to the research on the gold business competition strategy in the state?owned commercial banks.From the five aspects of management mode,human resources,business philosophy,customer cultivation and product innovation.it summarizes the practical and feasible competition strategies for the future development of domestic commercial bank.This paper also analyzes the gold leasing innovation model and the gold industry fund model as a specific case for gold business innovation products,sums up the general competitive strategy,and provides reference for the development of domestic commercial bank gold business.