Research On “Gold T+D” Business Marketing Strategy In Guangzhou A Branch Of ICBC

Starting from 2001,PBOC has endeavored in the reform of the retail gold market.The presents of the paper gold products in bank of China is the benchmark of commercial banks enter into the gold market.Gold business has gradually matured and has a certain scale in the development of commercial banks.In recent years,the changes in the credit structure and the needs of the residents' financial management urge commercial banks to seek breakthroughs in the continuous exploration of profit pattern and new business growth point.Gold financial products provide a new direction for the transformation of commercial banks and the growth of intermediary business revenue.Commercial banks develop gold business rapidly thanks to the customer scales and the reputation.However,facing the fierce competition and the new entry of the Internet financial platform,some banks want to propose adopt the preferential rates,a new customer experience and using the financial technology to exploit customers in the business development.In view of this,this article is guided by the marketing management theory and chooses Guangzhou A branch of ICBC as the research object.Using PEST and SWOT analysis methods,this paper analyzes the opportunities and challenges faced by Guangzhou A branch of ICBC as well as its internal strengths and weaknesses.According to the target market segmentation,the target customer of the Guangzhou A branch of the ICBC is an investor with an enterprising level and a certain gold knowledge based on the risk assessment of the young and middle-aged.To propose measurements that contributes to overall competitiveness and marketing strategies in the fierce marketing competition on this basis.Aiming at the target customers,the new model of differential positioning with the third party organizations and the marketing strategy of differentiated sales and differential service fee based on the profit and loss of the customer's past investment are put forward.It is suggested that the A branch should adjust and improve the product of gold T+D by unifying the product sales model,providing the gradient rate,widening the marketing channel and enriching the promotion mode.It is hoped that the research in this paper will be of some reference value to the Guangzhou Yunshan branch of ICBC in the development of gold T+D products.