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A Study on the Marketing Strategy of GS Bank’s Cash Management

Author: LiuLin
Tutor: DuXiaoJun
School: Northeastern University
Course: Business Administration
Keywords: Bank Cash Management marketing strategy
CLC: F832.2
Type: Master's thesis
Year: 2009
Downloads: 61
Quote: 1
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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.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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