Research Of Precious Metals Business Marketing Strategy In Xingtai Branch Of ICBC

Since the current international economy has entered an era of uncertainty and Global central banks continue to maintain the status of net purchases,an increasing number of institutions and individuals tend to accept the hedge function and investment worth of gold.In this case,gold and other precious metals market ushered in a favorable market environment.As for commercial banks,bigger and stronger precious metal business can not only effectively enhance the profit-creating ability of product line,making it a new profit growth point,but also become an inevitable choice of the transition to an integrated investment banks.This paper takes precious metals in Xingtai Branch of ICBC as the research object.First of all,this paper uses PEST Analysis Method to analyze the business environment;secondly,this paper analyses the current marketing and problems of precious metals in Xingtai Branch of ICBC from aspects of marketing institutions,products,channels,promotion and etc.thirdly,this paper also determined that Xingtai Branch of ICBC should take the current advantage of opportunistic marketing strategy by establishing SWOT model.Opportunistic marketing strategy.On this basis,the paper subdivided the precious metals market and selected the target clients of Xingtai Branch of ICBC.Lastly,this paper put forward marketing strategy of precious metals products for targeted customer of Xingtai Branch.This paper recommended Xingtai Branch of ICBC to adjust and improve itself from perspectives of accelerating product innovation,Increasing preferential rates,broadening market channels,enriching promotion patterns.All of these play an instructive role on precious metals marketing in Xingtai Branch of ICBC.