¨ V 3 & ¨ II ABSTRACT With social and economic development, gold business has become an important means for commercial Banks to expand intermediate business income and increase profits. Faced with many competitors, the gold business of Bank of Communication Huai'an Branch is not developing fast and there are insufficient marketing strategies in terms of products, customers, marketers,channels, etc.To achieve a breakthrough in the gold business and form an industry benchmark, it's necessary to analyze the problem with the most appropriate marketing theory, and how to improve the proportion of gold business and open up the market situation.By improving the marketing strategy of the gold business, the profitability of the gold business of the Bank of Communication Huai'an Branch will be finally improved. This paper first introduces the current status of the gold business marketing work of Bank of Communication Huai'an Branch, including the organizational structure of the bank, the advantages and disadvantages of gold products, etc.Then combined with 4P and 4C marketing theory, it analyzes the shortage of the gold business marketing strategy of Bank of Communication Huai'an Branch, and finds the problems in the gold business marketing in the emergence stage.The marketing strategy adjustment plan is formulated from the perspectives of target customer screening, targeted product selection, marketing personnel training and capacity improvement, sales method adjustment, and optimization and upgrading of sales channels.At the same time, in order to ensure the smooth implementation of marketing strategy after adjustment and achieve the expected results, the implementation of the measures will be strengthened by modifying the performance appraisal system. It is believed that the research results of this paper will provide some references Suggestions for the bank of communications in Huai'an, and also put forward some reference value for other industries in marketing strategy. Keywords:Bank of Communication, Gold Business, Marketing Strategy, AdjustmentIII 目录 .......................................................................................................................................1 1.1 .................................................................................................................1 1.1.1 ¨ ...............................................................................................................1 1.1.2 ...............................................................................................................2 1.2 ..............................................................................................................2 1.2.1 .......................................................................................................2 1.2.2 .......................................................................................................3 1.3 ..................................................................................5 1.3.1 ...............................................................................................................5 1.3.2 ...............................................................................................................6 1.3.3 ...............................................................................................................7 ...................................................................................9 2.1 ..................................................................................................................9 2.1.1 V ...................................................................................................9 2.1.2 ...................................................................................................9 2.1.3 .............................................................................................10 2.2 ........................................................................................................11 2.2.1 .................................................................................................11 2.2.2 4P ........................................................................................................12 2.2.3 4C .......................................................................................................12 2.2.4 4P 4C .................................................................13 2.3 ........................................................................................................14 .................................................17 3.1 ................................................................................17 3.1.1 .............................................................................................................17 3.1.2 .............................................................................................................17 3.1.3 .................................................................................19 3.1.4 .............................................................................................20 3.2 ................................................................20 3.2.1 .............................................................................................................21 3.2.2 .............................................................................................................21IV 3.2.3 .....................................................................................................22 3.2.4 .............................................................................................................23 .............................................................24 4.1 ............................................................................................24 4.1.1 .........................................................................24 4.1.2 .........................................................25 4.2 ........................................................................................26 4.2.1 .........................................................................................26 4.2.2 .........................................................................................26 4.2.3 .............................................................................................28 4.2.4 .............................................................................................28 .............................................................30 5.1 ....................................................................................................30 5.1.1 .............................................................................................................30 5.1.2 .............................................................................................................33 5.2 ........................................................................................................34 5.2.1 .....................................................................................................34 5.2.2 .....................................................................................................35 5.2.3 .............................................................................................35 5.3 ............................................................................................................36 5.3.1 .....................................................................................................37 5.3.2 .................................................................................37 5.3.3 .............................................................................................37 5.3.4 .............................................................................................37 5.4 ............................................................................................................38 5.4.1 .....................................................................................38 5.4.2 .............................................................................38 5.4.3 .........................................................................................38 5.4.4 .....................................................................................39 5.5 ................................................................................................................39 .........................................................................................................................41 6.1 ................................................................................................................................41 6.2 ................................................................................................................................41V .........................................................................................................................................42 .................................................................................................................................................45VI 图清单 1.1 ...........................................................................................................................7 2.1 1971 -2017 ..............................................................................................10 3.1 ..........................................................................................18 3.2 ..............................................................................19 3.3 2015-2017 ...................................................................20 4.1 2013 -2018 ..................................................................................................25 5.1 ..........................................................................................................36VII 表清单 2.1 ..............................................................................................................10 2.2 4C 4P ......................................................................................15 4.1 2017 .........................................................................25 4.2 ..................................................................................................27 5.1 ..........................................................................................................30 5.2 ..........................................................................................................32 5.3 531 360 ........................................................................................361 第一章绪论 1.1 研究背景及意义 1.1.1 选题背景 [1]                      Th Th    [2] [3]2 V   ¨ 1.1.2 研究意义 9 - ¨ 1.2 国内外研究现状 1.2.1 国外研究现状 20 100 [4] 1958 V V3 1972 8 [4] The Bankers V 1977 o ¨ “ 1984 o 1996 o o o “ ” Th AMA 2007 [5] 1990 “ ” “ ” “ ” “ ” 1.2.2 国内研究现状 2000 [6] 2003 [7]4 2004 [8] 2006 ¨ Th [9] 2006 ¨ [10] 2008 [11] 2010 “ ” [12]  [13]  not [14]  [15]  [16] 5 [17]  [18] 2018 [19] 2017 [20] 2018 ¨ F [21] 2018 SWOT 4P ¨ 1.3 研究内容、研究思路和研究方法 1.3.1 研究内容 ¨ ¨ 1 ¨ 26 ¨ V 1.3.2 研究思路 ¨ ¨ 1.17 (R) (R)  1.3.3 研究方法 1 2 ¨ ¨8 39 第二章黄金业务概述和市场营销相关理论 2.1 黄金及其属性 2.1.1 黄金的自然属性 Gold Au ' e V V V V “ ” [22] 2.1.2 黄金的市场属性 Th [23] 2017 1089.07 9.41% 696.50 10.35% 276.39 7.28% 26 16.64% 90.18 19.63% Th [24] [25] [26]10 [23] 2001 270 2008 865 2.20 18% 2012 2013 2008-2018 10 [27] 2017 13.5% 3.5% 5.1% V 2017    2017 10 1971 2.1.3 商业银行黄金业务 16  [24]11 2.1 - [28] - 2.2 市场营销相关理论 2.2.1 市场营销的概念 Marketing “ ” [29] [30]12 2.2.2 4P 营销理论 3 SURGXFW SULFH SODFH SURPRWLRQ g -HUU\ 0F&DUWK\ 0DUNHWLQJ SURGXFW SULFH SODFH SURPRWLRQ    g [17] 3 3 3ROLWLFDO 3RZHU 3XEOLF 5HODWLRQV  3ROLWLFDO 3RZHU 3XEOLF 5HODWLRQV 2.2.3 4C 营销理论 4Cs The Marketing Theory of 4Cs) “4C ” (R.F. Lauterborn) 1990 [31] Customer Cost Convenience Communication 4C 4P V 4C 13 Customer Cost Th Convenience 4C Communication [32] 2.2.4 4P 营销理论与 4C 营销理论的比较  3 & D3 3 & E3 & 3 &14  3 3 & 3 V & V D& V E V 2.3 市场营销策略制定 V - - [33]15 ¨ V 3 & 3 &  & 3 3            16 2.2 & 3 &            17 第三章交通银行淮安分行黄金业务发展现状及营销环境分析 3.1 交通银行淮安分行黄金业务现状 3.1.1 公司概况    *'3       *'3  *'3    -          3.1.2 组织架构 Th 109 16 24 12 5 7 2518 Th Th ¨  a19 3.1.3 黄金产品和主要合作公司 $X          ¨ - ¨ a $X $X 20 3.1.4 黄金产品销售情况  /('  2015 120.79 9.56 2016 199.65 65.28% 18.55 94% 2017 174.61 15.81 2016 2016 127.21 107 10.16 3.3 2015-2017 3.2 交通银行淮安分行黄金业务营销环境分析 ¨ 120.79 199.65 174.61 9.56 18.55 15.81 0 50 100 150 200 250 2015 2016 201721 PEST [34] 3.2.1 政治环境 [35] 2010 7 22 ¨ Th ¨  Th 3.2.2 经济环境 [35] 2018 [36] 201722 2018 6.7% 2017 GDP3387.43 7.4% 339.44 3.1% 1412.39 6.4% 1635.60 9.2% GDP69103 6.9%, 9.12 5.75 9345 1.82% V 3.2.3 社会文化环境 Th V [37] V “ ” “ ” ¨ [38]23 Th i ¨ [39] 3.2.4 技术环境 [40] [41] [42] [43] 2015 531 APP APP 500 200 2010-2011 24 第四章交通银行淮安分行黄金业务营销中存在的挑战 ¨ 4.1 黄金业务战略地位的挑战 4.1.1 来自对公业务的战略地位挑战          - - ¨  V [44] 25 4.1.2 来自个金业务其他产品的战略地位挑战                          kitco   26 ¨ 4.2 黄金业务营销中存在的挑战 4.2.1 传统金店的价格挑战       4.2.2 其他商业银行的挑战  $X J J J J J J J  ü  JJ   JJJJ       -  27  a   a a ¨    a a a   ¨ Th 28 20 3 4.2.3 促销过程中的挑战  [41]   V ! ¨ V  ¨   4.2.4 分销渠道中的挑战 1 5000 29 , 3-5 2 [42] ¨30 第五章交通银行淮安分行黄金业务营销策略调整方案 & 3 5.1 业务定位策略的调整 5.1.1 客户策略                        ¨  31        a           ! ¨  ¨            a  32    -     -  -             33 5.1.2 产品策略  D /2*2 E     Th F /2*2  Th  /2*2 G 34 not   V  D E Th [44] 5.2 提高人员销售能力 ¨ 5.2.1 提升营销意识 135 2 5.2.2 强化产品宣传 ¨ Th 5.2.3 提升营销人员素质 1 2 3 ¨ 436 531 360 Th    - Th ! -  5.3 销售方式的调整37 5.3.1 做好厅堂营销 ¨ V 5.3.2 利用节日做好专场展销会 - 5.3.3 深入企业服务上门 5.3.4 开展特色优惠活动    - -38 5.4 销售渠道的调整 5.4.1 持续发挥人工网点作用  ¨  5.4.2 充分利用电子银行交易渠道 $33          Th      5.4.3 做好跨条线联动营销   39   ¨ 5.4.4 用好总行电话营销团队 ¨  Th Th 5.5 调整效果分析     40        ¨ ¨     41 第六章结论与展望 6.1 结论  V  ¨   3 & 6.2 展望 42