A Case Study On The Source Market Of A Branch Of GS Bank

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.