摘 要

如何让钱生出更多的钱？如何花费更少的体力取得更多的收入？怎样能一次性赚取更多的资金？等等等等，这些是越来越多的人士思考的问题；而口袋里的钱该如何打理，也是人们困惑的一点。面对这些问题，也有越来越多的人明白“你不理财，财不理你”道理。而随着历史进程的发展，或者说一些更具商业头脑的个人或团体应这些需求，产生了一种服务行业：投资理财。从最大众、保险的储蓄，到由此延伸开来的银行理财产品，到期货、股票、外汇、债券等，再到另类的红酒、宝石、收藏、名表、珠宝钻石等，理财产品五花八门，其中，有一种自2010年左右才新兴的理财产品：现货白银。南京国泰金安（天津）贵金属经营有限公司就是从事现货白银投资理财咨询的一家有国有银行投股的公司。

本文通过对南京国泰金安的服务与服务策略的研究，从该公司为投资者提供的服务与为投资者带来的收益或损失入手。本文以国泰金安为例，研究投资行业的服务战略与方法，采用理论研究和案例相结合，分析该行业的服务营销，并探讨该公司的发展。

本文包括以下内容：

第一，投资理财公司行业现状：通过对数据与文献的了解分析，简单表述投资理财公司行业的现状，投资理财产品的种类。并简述现有投资分析师的工作。贵金属现货白银投资的发展简史：综合评价贵金属投资行业的前景与营销策略。结合实际案例，分析投资理财公司的服务策略。贵金属现货白银的前景：根据服务营销策略，分析现货白银投资公司的服务营销策略的内容与优劣势。并参照已有的数据，结合现在投资理财的发展趋势，预计现货白银的发展前景。

第二，国泰金安简介：介绍南京国泰金安（天津）贵金属经营有限公司。国泰金安的服务战略，并与其他投资公司进行比较：根据在国泰金安实习的体验，采用MOT服务，SWORT分析等模型分析国泰金安的服务营销战略。

第三，国泰金安的营销策略:根据以上内容为该公司提供营销策略建议或意见。

第四，总结。

关键词：国泰金安；投资理财；现货白银；服务营销

Nanjing guotai jin service marketing strategy research

Abstract

How to make more money to generate money?How to spend less energy to get more income?How can one earn more money?And so on and so on,these are more and more people thinking about the problem;The pocket money how to take care of, is a point of confusion.Faced with these problems, there are more and more people understand that "you do not fiscal, financial ignore you.".With the development of the historical process, or some of the more business minded individuals or groups of these requirements, to produce a kind of service industry: investment and financing.From the most popular, the insurance and savings, to the extension of the bank financial products,to the stock exchange, futures, bonds, etc., and then to the red gem, offbeat, collection of watches, jewelry, diamonds,all kinds of financial products,among them, there is a kind of since about 2010 to new financial products: spot silver.Nanjing Guotai Jinan (Tianjin) precious metals company is engaged in the spot silver investment consulting a state-owned bank stocks in the company.

In this paper, through the research on the service and service strategy of the Nanjing Cathay gold,from the company to provide investors with service and gains or losses for investors to start.Taking Cathay gold as an example, the service strategy and method of the study on the investment industry,the theoretical research and case combination, analysis of the service marketing in the industry, and to discuss the development of the company.

This paper includes the following contents:

First, finance and investment company industry present situation: through the understanding of the data and literature analysis, simple describe the present situation of the industry, finance and investment company investment financial products. And briefly describes the existing investment analysts' job. A brief history of the development of spot precious metals silver investment: the prospect of the comprehensive evaluation of precious metals investment industry and marketing strategy. Combined with the actual case, finance and investment analysis of the company's service strategy. Spot precious metals silver prospects: according to the service marketing strategy, analyzing the spot silver investment company of the content of the service marketing strategy and the advantages and disadvantages. And with reference to the existing data, in combination with now the trend of the development of the finance and investment, is expected to spot silver development prospects.

Second, cathay Pacific jin an introduction: nanjing guotai jin (tianjin) precious metal management co., LTD. Cathay Pacific jin service strategy, and comparing with other investment company, according to jin an internship experience at cathay Pacific airways, USES the MOT service, SWORT analysis model to analyze cathay jin service marketing strategy.

Third, cathay Pacific jin marketing strategy: marketing strategy according to the above content for the company to provide advice or opinion.

Fourth, the summary.

Key words:Nanjing Guotai Jinan (Tianjin) precious metals company；Investment amp; Financing；Spot Silver；Service marketing

目 录

1 绪论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.2.1 研究目的 1

1.2.2 研究意义 1

1.3 国内外研究现状 1