Research On Marketing Strategy Of Personal Precious Metal Business Of B Branch Of Industrial And Commercial Bank Of China

With the rise of China great power,China's economy plays a pivotal role in the world economy,China's financial market is constantly enriched and improved,and the rapid development of domestic commercial banking industry,rare and precious metals have become a new way of financial investment for many investors,which has been recognized by investors.Since 2000,domestic commercial banks have been carrying out precious metal business,and the existing financial market investment is not only bank deposits,precious metal investment has become an important part of household surplus assets financial allocation in addition to stock investment,bond investment.At the same time,due to the uncertainty of the current international political situation,the financial hedging function of gold has become increasingly prominent.In China,the demand and taste of the market for cultural products are constantly improving,showing a trend of diversification and high cultural content.As a legal currency and cultural product with investment and collection,China's precious metals have broad market space.The full text is divided into six chapters according to the discussion.They are the introduction,the related literature review at home and abroad,the types and development status of personal precious metal products in B branch of ICBC,the problems and causes of the personal precious metal business of B branch of ICBC,the analysis of the development deficiencies of B branch of ICBC,the six development proposals,the research conclusions and the prospect of personal B business in the branch of the ICBC.Finally,it puts forward the optimization development mode based on 4C theory and customer relationship management theory,and explores the strategic basis for increasing the development of precious metals business,especially the actual marketing increment and the maintenance of customer relationship,and through the application of the theoretical framework of customer relationship management,to improve and expand the industrial and commercial B branch in the personal precious metal products and B The market competitiveness of the business can effectively promote the development of precious metal business and increase the market share of precious metal business of ICBC B Branch through top-level structure design,and promote the development of personal precious metal business in commercial banks in the same industry.