随着中国的崛起，中国的经济在世界经济中有着举足轻重的地位，中国金融市场 不断丰富和完善，国内的商业银行业正处于发展的迅猛时期，稀有的贵金属已经是众 多投资者的一种新型理财投资方式，受到广大投资者的认可。从 2000 年以后，国内 的商业银行已陆续开展贵金属业务，并且现有的理财市场投资已经不单单只有银行存 款，贵金属投资已经成为除股票投资、债券投资等家庭富余资产理财配置的重要组成 部分。同时，由于当前国际政治形势的不确定性，黄金的金融套期保值功能日益突出。 而在中国，市场对于文化产品的需求与品位也在不断提高，并呈现多元化、高文化含 量的趋势。中国贵金属作为一种兼具投资性与收藏性的法定货币和文化产品，具有广 阔的市场空间。 全文根据论述分为六个章节，分别为绪论、国内外相关文献综述、工行 B 分行个 人贵金属产品的种类与发展现状、工行 B 分行个人贵金属业务的问题及其成因、工行 B 分行发展不足之处进行分析、中国工商银行 B 分行个人贵金属业务的发展建议、研 究结论与展望等六个方面展开论述，最后提出了基于 4C 理论和客户关系管理理论优 化发展模式，从中探索出对中国工商银行 B 分行贵金属业务发展尤其是实际营销的增 量和客户关系维护工作增加策略依据，通过对客户关系管理理论架构的运用，来完善 和拓展工商 B 分行在个人贵金属产品和业务的市场竞争力，通过顶层结构设计来有效 的推动贵金属业务的发展和提高工行 B 分行贵金属业务市场份额，促进个人贵金属业 务在同行业商业银行的发展。 关键词：贵金属业务；商业银行；营销策略中国工商银行 B 分行个人贵金属业务营销策略研究 I ABSTRACT 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. Keywords: Precious Metals Business; Commercial Bank; Marketing Strategy中国工商银行 B 分行个人贵金属业务营销策略研究 1 目 录 第一章 绪论.................................................................................................... 1 第一节 研究背景............................................................................................................ 1 一、历史背景.................................................................................................................1 二、国际背景.................................................................................................................1 三、国内背景.................................................................................................................2 第二节 研究目的与意义................................................................................................ 3 一、研究目的.................................................................................................................3 二、研究意义.................................................................................................................3 第三节 相关文献综述.................................................................................................... 5 一、国外相关文献综述.................................................................................................5 二、国内相关文献综述.................................................................................................7 第四节 研究内容与方法................................................................................................ 9 一、研究内容.................................................................................................................9 二、研究方法.................................................................................................................9 第五节 研究的创新点.................................................................................................. 10 一、通过纵向与横向比较分析...................................................................................10 二、组合策略的运用...................................................................................................10 第二章 相关理论基础..................................................................................11 第一节 4C 营销理论..................................................................................................... 11 一、4C 营销理论（4C MARKETING STRATEGIES）概念............................................11 二、4C 理论的相关研究..............................................................................................11 三、4C 营销理论的分析和应用..................................................................................12 四、4C 营销理论的指导作用......................................................................................13 第二节 客户关系管理理论.......................................................................................... 13 一、客户关系管理理论内容.......................................................................................13 二、客户关系管理理论的内涵...................................................................................14 三、客户关系管理的相关研究...................................................................................14 四、客户关系管理的应用...........................................................................................15目录 2 第三章 工行 B 分行及其个人贵金属业务现状..........................................16 第一节 工行 B 分行简介.............................................................................................. 16 第二节 工行 B 分行贵金属业务种类.......................................................................... 16 一、贵金属实物类产品...............................................................................................17 二、贵金属交易类产品...............................................................................................17 三、贵金属理财类产品...............................................................................................18 四、贵金属融资类产品............................................................