【作者】 王晓宁；

【导师】 曲洪敏；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2018， 硕士

【摘要】 随着柜面获客能力的下降,支行赖以生存、发展的客户基础不断下滑,GS银行某支行出现了致命的发展危机。为了解决危机,支行打破了物理网点服务的局限性,开始拓展新的客户市场,采用外拓营销的方式来扩大基础客户数量。于是,支行将眼光放在了市民综合服务中心这个新兴的政府服务平台上,将其视为“能够为支行不断带来基础客户”的“源头市场”,并且积极入驻。本文即以GS银行某支行作为研究对象,通过介绍GS银行的整体概括、某支行的支行简介、发展历程、经营架构、营销人员等,聚焦支行进驻市民综合服务中心,开展客户外拓营销工作上,并通过对“源头市场”的整体描述、对潜在竞争对手、金融产品等做出的分析比较,提出“源头市场”中潜在的客户群体在哪里、应该如何营销,以及没有操作后台支持怎么办三个问题。本文采用案例研究的方法,在案例分析部分,运用STP方法对市民综合服务中心的目标客户群体进行了市场细分,运用五力模型分析了GS银行某支行所处的客观行业环境,并指出支行所面临的机会、威胁、自身优势与劣势。通过支行进驻市民综合服务中心后的实际营销情况,确立了支行的资源优势和能力。本文结合现代市场营销理论,通过总结实践工作,尝试找到解决GS银行某支行发展危机的可靠办法,从而以支行为例,提出具有针对性以及创新性的工作建议,为准备进入市民综合服务中心这个源头市场的GS银行其他兄弟支行们提供参考和借鉴,也为同样饱受获客不足问题困扰的其他金融机构开拓营销思路。更多还原

【Abstract】 With the decline of the capacity of the counters,the customer base of the branch’s survival and development has been declining.A fatal development crisis has occurred in the branch of GS bank.In order to solve the crisis,the branch broke the limitation of physical network services,and began to expand marketing to expand the number of customers.As a result,the branch focuses on the public service center,a new government service platform,which is regarded as the "source market" that can continuously bring basic customers to the branch.This article takes the branch as the research object,focusing the branch marketing work of the customers.In the analysis and comparison of competitors,financial products,and so on,we put forward three problems.This article uses the case study method,in the case analysis part,the STP method is used to carry on the market segmentation to the target customer group of the citizen comprehensive service center,analyzes the objective industry environment of a branch of GS bank by the five force model,and points out the opportunities,threats and own advantages that the branch faces by using the SWOT analysis method.Through the actual marketing of the branch’s entry into the comprehensive service center of the citizens,the resource advantages and capabilities of the sub branches were established.Based on the modern marketing theory,this paper tries to find a solution to the development crisis of a branch of GS bank by summing up the practical work,and taking the branch as an example to put forward the pertinent and innovative work suggestions to provide the other brothers branch of the GS bank,which is ready to enter the source market of the citizen’s comprehensive service center.For reference and reference,it also develops marketing ideas for other financial institutions that are also suffering from insufficient customers.更多还原