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本文首先通过对黄金市场和我国商业银行发展情况的概述,得出我国商业银行黄金业务有较好的发展前景,因此我国商业银行应该主动出击,力求在该领域占领优势地位。接着以中国建设银行为例,从细分市场和4P的角度深入探讨了黄金业务的发展策略,并结合国内其他商业银行黄金业务的情况,分析出目前中国建设银行黄金业务在发展策略上的优劣势,提出合理的业务发展策略建议。最后,作者针对我国商业银行黄金存在的不足提出了整体的合理化建议。
This article first through the gold market and the overview of the development of China’s commercial banks, concluded that China’s commercial banks have a good gold business prospects for development, so China’s commercial banks should take the initiative to strive to occupy the dominant position in this area. Taking China Construction Bank as an example, this paper explores the development strategy of gold business from the perspective of market segment and 4P. Combining with the situation of gold business of other domestic commercial banks, this paper analyzes the current development strategy of China Construction Bank’s gold business Disadvantages, put forward reasonable business development strategy recommendations. In the end, the author puts forward the overall rationalization suggestion according to the deficiency of the commercial gold in our country.