【作者】 刘琳；

【导师】 杜晓君；

【作者基本信息】 东北大学 ， 工商管理， 2009， 硕士

【摘要】 近几年来,金融危机冲击全球经济,国内外不少企业在金融危机中遭遇空前的资金困境,“现金为王”成为关系企业生死存亡的关键,现金管理的重要性被重新认识。当前企业资金链紧张的状况,在某种程度上为银行发展现金管理业务提供了难得的发展机遇,成为新的中间业务市场和利润增长点。特别是今年以来,与资本市场相关的代销基金收入受到很大影响,银行中间业务收入缩水严重,稳定而规模庞大的现金管理业务引来国内外银行的争夺,银行现金管理业务市场竞争将日益激烈。在如此激烈竞争环境中,是否有合理的现金管理营销策略是关系到商业银行是否具有区别于他行核心竞争力的重要标准之一。因此对GS银行现金管理营销策略进行研究具有重要的实践意义,也可为国内同行业企业发展提供一定的借鉴。文中以营销理论及市场竞争理论为指导思想,分八个部分进行论述。首先,简要的说明了论文研究的背景,介绍了国内银行现金管理发展现状及GS银行现金管理业务的基本情况；其次,介绍了研究所涉及的营销理论和竞争理论基础；再次,从GS银行现金管理业务所处的内、外部环境入手,运用营销学理论对市场进行细分,根据竞争能力选定目标市场；第四,根据现金管理业务特点制定产品策略、促销策略、品牌策略、关系营销和整合营销策略；最后,通过拟定完整的营销策略保障体系,确保GS银行营销策略实施按预定方向进行。更多还原

【Abstract】 During recent years, the financial crisis has impinged on the global economy. Both at home and abroad, many companies have encountered unprecedented funding difficulties. "Cash is king" has become the key to the survival of businesses. The importance of cash management has been re-recognized. To some extent, the strenuous funding chain has provided a rare opportunity for banks to develop cash management services. This has become the new intermediate business market that makes room for profit growth. This year in particular, revenue from selling funds on commission has been greatly affected; revenue from overall intermediate businesses has severely shrunk. While stable and large-scale demand for cash management services has brought in fierce competition from domestic and foreign banks, the competition is growing increasingly aggressively. In such a competitive environment, a sound cash management marketing strategy is one of the most important criteria, which distinguish the core competences of a commercial bank from others. Therefore, studying the cash management marketing strategy of GS Bank is of practical significance. This also provides use for reference for domestic businesses within the same industry.The article take the marketing theory and market competition theory as the guiding principle, including eight parts. The first brief showing paper research’s background, and briefed cash management developing status of domestic bank and GS bank’s basic situation; Next introduced the research involves competition theory and marketing rationale; Once more analyzed GS bank’s market needs and competition environment from the inside and outside of the bank. The thesis uses marketing theory to classify the market and chooses the target segment by the competitive ability. The thesis brings forward some tactics, such as production innovation, sale promotion, brand create, relationship and colligation marketing. Finally, through studying out the whole ensured system of marketing strategy, insure marketing strategy actualized as schedule.更多还原