新常态下黄金生产企业的销售策略

Sales strategy of gold miners in the new constant industrial situation

黄金市场在走过12年巨型牛市后,2013年黄金价格大幅下跌,2014年底国际现货黄金收盘价1 184美元/盎司,与高峰时价格相比,下跌近40%。针对金价处于低位运行的大背景,通过对新常态下"四低一高"的国际经济金融形势的分析,认为新常态下金价已经由过去的单边上涨转换为稳中略降并不断寻求底部支撑的新阶段。在这个阶段,黄金生产企业应摒弃过去待价而沽的销售策略,改为逢高销售,适时适度启动套期保值。通过综合利用多种销售手段,完善风险控制机制,确保黄金生产企业的竞争力。

After the 12-year giant bull market,the gold price had fallen sharply in 2013 and closed at 1 184 USD per ounce at the end of 2014,dropped nearly 40 %compared with the peak price.Based on the background of lower gold price and the analysis of the“four low and one high” international economic and financial trends under the new constant industrial situation,the movement of the gold price has changed from the past unilateral rise to steady decline,and has continued to seek supports in this new period.At this stage,gold miners should abandon the previous sales strategy to just wait for the right price,and should be changed to sell the high and start hedging timely and appropriately.The miners should adopt various means of sales and improve risk control mechanism to enhance the competitive capabilities.