现如今，受到贸易摩擦加剧、战争等因素的影响，全球政治、经济环境的不确 定加大，凸显了黄金的避险及保值增值的功能。黄金在世界的大舞台上依然扮演着重 要的角色。在中国，政府出台了一系列的政策，支持黄金市场的发展。同时，政府鼓 励“藏金于民”，一方面不断增持黄金外汇储备，另一方面支持居民进行黄金的投资 和消费。中国已连续 11 年成为全球最大的黄金生产国，连续 5 年成为全球最大的黄 金消费国。在此情况下，黄金市场的快速发展迎来了利好的环境。国内黄金市场的快 速发展，为商业银行黄金业务的发展带来契机。个人黄金业务已成为商业银行转型发 展的重要业务之一，是各大商业银行争夺的热点业务。交通银行股份有限公司福建省 分行（以下简称“JYFJ”银行）自 2011 年开办黄金业务，但个人黄金业务还处于初 步发展的阶段。因此，开展个人黄金业务营销策略转型研究是必须的。 首先，本文对 JYFJ 银行个人黄金业务展开介绍，并在详细分析了分行所处的战 略环境及当前的 STP 后，阐述了分行营销策略现状。随后，本文运用问卷调查调研分 行个人黄金业务营销策略存在的问题，使用 SEM 模型建模得出问题的关键，并总结现 有营销策略存在的问题。最后，本文提出 JYFJ 银行从产品策略、价格策略、渠道策 略、促销策略四个方面做好营销策略的转型发展，特别是产品策略。分行应转变产品 策略为差异化产品策略，并推进实物金与交易金共同发展的局面；价格策略转变为以 总行定价为基础，增加自主调价频率的策略；渠道策略转变为以线上渠道为主，线下 渠道为辅的策略；促销策略转变为以广告促销为基础，人员促销为主导的策略。 本文的创新点主要体现在研究方法和研究内容两方面。在研究方法方面，本文采 用了问卷调查法和建模相结合的方式展分析。在研究内容方面，针对 JYFJ 银行的营 销策略转型的研究较少，有一定的研究意义。希望本文能对 JYFJ 银行个人黄金业务 的转型发展提供支持，增强其市场竞争力，拓展更多市场份额，增加中间业务收入。 关键词:个人黄金业务,营销策略转型,JYFJ 银行II Research on Transformation of Marketing Strategy of Individual Gold Business in Bank of JYFJ Abstract 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 5 consecutive 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 in 2011, 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 ofIII self-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. Key words:Individual gold business,Marketing strategy transition,Bank of JYFJIV 目录 中文摘要................................................................................................................................I Abstract..............................................................................................................................II 第一章 绪论..........................................................................................................................1 1.1 研究背景和意义......................................................................................................1 1.1.1 研究背景.......................................................................................................1 1.1.2 研究意义.......................................................................................................2 1.2 研究方法..................................................................................................................2 1.3 研究创新点..............................................................................................................3 第二章 文献综述及相关理论..............................................................................................4 2.1 文献综述..................................................................................................................4 2.1.1 国外研究状况文献综述...............................................................................4 2.1.2 国内研究状况文献综述...............................................................................4 2.1.3 国内外研究状况文献综述评价...................................................................6 2.2 相关理论..................................................................................................................7 2.2.1 银行个人黄金业务理论...............................................................................7 2.2.2 SWOT 分析.....................................................................................................7 2.2.3 STP 营销战略理论.......................................................................................8 2.2.4 4Ps 理论.......................................................................................................9 第三章 JYFJ 银行营销战略分析........................................................................................10 3.1JYFJ 银行个人黄金业务简介................................................................................10 3.1.1JYFJ 银行简介.............................................................................................10 3.1.2JYFJ 银行个人黄金业务品种.....................................................................10 3.2 战略分析...............................................................................................................13 3.2.1 PEST 分析...................................................................................................13 3.2.2 五力模型分析............................................................................................16 3.2.3 行业需求分析.............................................................................................18 3.2.4 SWOT 分析...................................................................................................21 3.3 STP 分析................................................................................................................22 3.3.1 市场细分标准.............................................................................................22 3.3.2 目标市场选择.............................................................................................23 3.3.3 目标市场定位.............................................................................................24V 第四章 JYFJ 银行个人黄金业务营销策略分析................................................................25 4.1 JYFJ 银行个人黄金业务营销策略现状..............................................................25 4.1.1 产品策略现状............................................................................................25 4.1.2 价格策略现状............................................................................................25 4.1.3 渠道策略现状............................................................................................26 4.1.4 促销策略现状............................................................................................26 4.2 JYFJ 银行个人黄金业务营销策略存在的问题..................................................27 4.2.1 问卷调查.....................................................................................................27 4.2.2 SEM 模型.....................................................................................................33 4.2.3 营销策略问题............................................................................................34 第五章 JYFJ 银行个人黄金业务营销策略转型分析........................................................37 5.1 产品策略转型对策................................................................................................37 5.1.1 加强管理，保证产品品质.........................................................................37 5.1.2 打破同质化，推进差异化产品策略.........................................................37 5.1.3 克服困难，推广交易类黄金产品.............................................................39 5.2 价格策略转型对策...............................................................................................39 5.2.1 紧跟总行步伐，推广总行市场活动.........................................................39 5.2.2 发挥分行主观能动性，降低黄金产品价格.............................................40 5.3 渠道策略转型对策...............................................................................................40 5.3.1 发挥线上渠道优势，做大客户群.............................................................40 5.3.2 弥补网点渠道的劣势，补充线上渠道.....................................................40 5.4 促销策略转型对策...............................................................................................41 5.4.1 尝试新兴方式，提高效率.........................................................................41 5.4.2 设置专职产品经理，增强业务督导作用.................................................41 5.4.3 培养专业的销售人员，提升销售能力.....................................................41 5.4.4 改进激励措施，调动销售人员积极性....................................................42 结论......................................................................................................................................43