本文選題：私人銀行 + SCP范式�。� 參考：《西南財經(jīng)大學(xué)》2013年碩士論文

【摘要】：伴隨著中國經(jīng)濟改革開放三十年余來的增長,中國的富裕階層人數(shù)激增。據(jù)相關(guān)研究顯示,截至2010年底,我國高凈值①人群的數(shù)量已經(jīng)超過100萬人,預(yù)計到2015年將達到200萬人。②龐大的高凈值人群使我國商業(yè)銀行面臨著前所未所的私人銀行發(fā)展的機遇。另一方面,面對國際商業(yè)銀行的競爭和國家一系列宏觀調(diào)控措施使得國內(nèi)商業(yè)銀行深感從傳統(tǒng)業(yè)務(wù)賺取利潤的壓力,而私人銀行良好的產(chǎn)業(yè)鏈形式和巨大的利潤空間將會成為銀行發(fā)展的新重點。私人銀行從誕生之今已有幾百年的歷史,但我國商業(yè)銀行正式開展私人銀行業(yè)務(wù)才短短六年,2007年,中國銀行在國內(nèi)首次開設(shè)私人銀行部,提供私人銀行服務(wù),隨后,工商銀行、招商銀行、中信銀行、農(nóng)業(yè)銀行等相繼成立私人銀行部,進入2013年,北京銀行成立私人銀行中心,城市商業(yè)銀行也開始加入私人銀行市場的競爭當(dāng)中,目前,我國開展私人銀行業(yè)務(wù)的中資商業(yè)銀行已達到18家。 面對私人銀行龐大的市場,中資商業(yè)銀行表現(xiàn)出的極大熱情卻遭受到了重重挫折,在發(fā)展中出現(xiàn)了動力不足和路徑不清晰的問題。發(fā)展動力不足的根本原因是無法滿足私人銀行客戶的需求,一方面由于分業(yè)經(jīng)營的限制不能提供全面的資產(chǎn)管理業(yè)務(wù),不能根據(jù)客戶的要求量身定制產(chǎn)品和服務(wù),仍然將私人銀行業(yè)務(wù)停留在貴賓理財層面,對于開拓和留住私人銀行客戶是非常不利的,另一方面,在私人銀行市場競爭當(dāng)中,由于高素質(zhì)專業(yè)人才的缺乏,客戶的需求沒有被充分了解,而且產(chǎn)品設(shè)計的創(chuàng)新能力不夠,多樣化的需求未被滿足。私人銀行業(yè)務(wù)在國外發(fā)展已較為成熟,借鑒其發(fā)展經(jīng)驗是在我國開展業(yè)務(wù)的捷徑,但是我國的經(jīng)濟文化背景與西方發(fā)達國家有很大差異,在組織模式選擇,服務(wù)模式上都不能照搬國外的經(jīng)驗,需要探索一條適合我國商業(yè)銀行發(fā)展私人銀行的路徑,這就出現(xiàn)了路徑不清晰的問題。因此,針對私人銀行發(fā)展目前存在的問題,提出解決問題的方案及路徑選擇等方面的理論研究具有重要的現(xiàn)實意義。 目前,國內(nèi)學(xué)者對于私人銀行業(yè)務(wù)表現(xiàn)出了極大關(guān)注,一致認(rèn)為隨著富裕階層的擴大和銀行轉(zhuǎn)型的迫切需要,我國發(fā)展私人銀行業(yè)務(wù)的時機已成熟。針對私人銀行業(yè)務(wù)的研究,主要是定性研究,研究的重點著重于以下方面：瑞士和美國為代表的西方發(fā)達國家以及新加坡、印度、香港為代表的亞洲新興市場的私人銀行發(fā)展經(jīng)驗；阻礙國內(nèi)私人銀行發(fā)展的政策法規(guī)等外部因素；銀行內(nèi)部發(fā)展的不足之處(人才、產(chǎn)品和服務(wù)、組織模式、服務(wù)模式等)；發(fā)展的建議和對策。由于私人銀行業(yè)務(wù)的私密性,研究大多缺乏數(shù)據(jù)支撐,僅從理論層面作分析與闡述,發(fā)展存在的問題與建議較難應(yīng)用到銀行實際操作層面。實際上,目前,我國商業(yè)銀行面對私人銀行業(yè)務(wù)發(fā)展,“怎樣才能提供私人銀行業(yè)務(wù)的所有產(chǎn)品和服務(wù)?中國高凈值人士的需求是怎樣的?怎樣滿足高凈值人士個性化的需求?選擇什么樣的組織模式有利于發(fā)展?未來中國私人銀行的發(fā)展趨勢是什么樣的?”這些都是需要學(xué)術(shù)研究去慢慢解決的問題。 本文正是從試圖解決銀行發(fā)展私人銀行問題出發(fā),首先針對私人銀行業(yè)務(wù)作了簡單的闡述,闡述私人銀行應(yīng)提供的產(chǎn)品和服務(wù),再在對比貴賓理財服務(wù)與私人銀行業(yè)務(wù)的基礎(chǔ)上分析私人銀行的特征,其次,選取瑞士、美國、新加坡和香港為代表,分析其私人銀行發(fā)展的文化經(jīng)濟因素、政策因素和銀行自身方面的經(jīng)驗以借鑒,然后,運用SCP分析方法從市場結(jié)構(gòu)、市場行為和市場績效方面分析,同時分析了中國高凈值人士的特征與偏好,根據(jù)客戶細(xì)分相關(guān)理論提出客戶細(xì)分方案。最后,提出中資私人銀行發(fā)展要走集團化和專業(yè)化的道路。 本文的結(jié)構(gòu)大致如下： 第一章,緒論部分,這章闡述了文章選題的背景和意義、國內(nèi)外研究現(xiàn)狀、研究內(nèi)容以及研究方法和創(chuàng)新點。 第二章,私人銀行概述部分,首先根據(jù)國內(nèi)外對私人銀行概念的界定,定義其為“商業(yè)銀行成立專業(yè)服務(wù)團隊一對一地為特定客戶一高凈值客戶提供的以財富管理為核心的專業(yè)性、私密性和個性化的一攬子高端金融服務(wù)。”然后,總結(jié)闡述私人銀行提供的產(chǎn)品與服務(wù),包括：零售銀行服務(wù)、資產(chǎn)管理服務(wù)、高端咨詢服務(wù)、稅收規(guī)劃服務(wù)、信托服務(wù)、保險服務(wù)、遺產(chǎn)咨詢和規(guī)劃、不動產(chǎn)咨詢管理服務(wù)、保管服務(wù)、離岸服務(wù)和其他服務(wù)。最后,就國內(nèi)貴賓理財服務(wù)與私人銀行作了對比,分析私人銀行的六大特點,其核心特量身定制的金融服務(wù)。 第三章,國際經(jīng)驗部分,本文重點分析了傳統(tǒng)私人銀行模式代表——瑞士、現(xiàn)代私人銀行模式代表——美國、新興私人銀行市場——新加坡和中國的私人銀行市場——香港,總結(jié)其發(fā)展經(jīng)驗中核心的部分。 第四章,中國私人銀行現(xiàn)狀分析部分,從兩個角度分別進行闡述,第一是基于SCP范式的現(xiàn)狀分析,從市場結(jié)構(gòu)、市場行為和市場績效三個角度分析,第二是中國富裕階層的特征分析,從基本信息和偏好著手,提出了一個客戶細(xì)分標(biāo)準(zhǔn)。 第五章,路徑選擇部分,在現(xiàn)狀分析和客戶細(xì)分的分析基礎(chǔ)上,再根據(jù)可借鑒的國際經(jīng)驗,指出我國商業(yè)銀行發(fā)展私人銀行業(yè)務(wù)須走集團化和專業(yè)化的道路。集團化是指中資私人銀行應(yīng)趨向于一體化發(fā)展,擴充銀行業(yè)務(wù)范圍,形成跨區(qū)域跨業(yè)務(wù)的金融集團,在組織模式選擇上可先選擇大零售銀行制,再往事業(yè)部制過渡,注重零售銀行與私人銀行之間的協(xié)同效應(yīng)。專業(yè)化是指在發(fā)展私人銀行業(yè)務(wù)時,須在客戶細(xì)分、人才‘儲備、產(chǎn)品研發(fā)、后臺支持中心等方面達到專業(yè)化,更好更快地滿足私人銀行客戶。 本文的創(chuàng)新之處主要在于：一是本文在以往研究的基礎(chǔ)上,創(chuàng)新地采用產(chǎn)業(yè)組織理論的SCP范式進行現(xiàn)狀分析,SCP范式是分析產(chǎn)業(yè)效率的有效工具,能很好地與私人銀行業(yè)務(wù)相契合并對市場結(jié)構(gòu)、市場行為和市場績效做出具體分析,同時利用了目前銀行公開的市場數(shù)據(jù)進行市場結(jié)構(gòu)分析,填補了定量分析空白；二是本文基于建設(shè)銀行、中國銀行、中信銀行、招商銀行和民生銀行對于私人銀行業(yè)務(wù)的報告,分析總結(jié)我國富裕階層的特征和金融偏好,并以職業(yè)、生命周期、背景和性格因素提出了一個客戶細(xì)分方案；三是在提出政策與建議時,創(chuàng)新性地指出我國商業(yè)銀行發(fā)展私人銀行業(yè)務(wù)應(yīng)走集團化和專業(yè)化的道路,試圖為我國私人銀行發(fā)展規(guī)劃一條清晰的路徑。 本文的不足之處在于：一是由于私人銀行私密性和資源有限,筆者難以對私人銀行客戶進行調(diào)研分析,獲得一手?jǐn)?shù)據(jù),在考察私人銀行客戶特征時,利用四個銀行的私人銀行研究報告中的調(diào)研結(jié)果作為二手?jǐn)?shù)據(jù)整理得出,難免與實際情況出現(xiàn)偏差；二是由于我國商業(yè)銀行尚未形成對私人銀行部的部門考核制,私人銀行的數(shù)據(jù)較不完全,在運用SCP分析法時,沒有測算產(chǎn)品差異化、市場績效相關(guān)指標(biāo),希望在未來私人銀行數(shù)據(jù)披露較多時,能夠運用實證研究進行分析,得出更好的研究成果。
[Abstract]:With the growth of China's economic reform and opening up for more than thirty years, the number of wealthy people in China has surged. By the end of 2010, the number of high net worth people in China has exceeded 1 million by the end of 2010, and it is expected to reach 2 million by 2015. On the other hand, facing the competition of the international commercial banks and a series of national macro-control measures, the domestic commercial banks are deeply feeling the pressure to earn profits from the traditional business, and the good industrial chain form and the huge profit space of private banks will become the new focus of the development of the bank. It has been a history of hundreds of years, but it is only six years before commercial banks in China have formally launched private banking services. In 2007, the Bank of China opened private banking services in China for the first time and provided private banking services. Subsequently, private banking was established by industrial and commercial banks, China Merchants Bank, CITIC Bank, Agricultural Bank and so on. In 2013, the Bank of Beijing established private banks. At the center of the human bank, the commercial banks of the city have also begun to join the competition in the private banking market. At present, the Chinese commercial banks in private banking have reached 18.
Facing the huge market of private banks, the great enthusiasm shown by the Chinese commercial banks has suffered a lot of setbacks, and there is a problem of insufficient power and unclear path in the development. The fundamental reason for the lack of dynamic development is to meet the needs of private bank customers, and one side can not provide comprehensive management because of the limited operation. The asset management business can not tailor products and services according to the requirements of the customer, still keep private banking business at the VIP financial level, which is very bad for developing and retaining private bank customers. On the other hand, in the competition of private banking market, the demand of customers is not charged because of the lack of high quality professionals. In addition, the innovation ability of product design is not enough and the demand for diversification is not met. The development of private banking business has been more mature in foreign countries. It is a shortcut to carry out business in our country for reference. However, the economic and cultural background of our country is very different from that of western developed countries. To copy the experience of foreign countries, we need to explore a path suitable for the development of private banks in China's commercial banks, which has a problem of unclear path. Therefore, it is of great practical significance to study the problems in the development of private banks and to put forward the solution and path selection.
At present, domestic scholars have shown great attention to the private banking business. It is agreed that with the expansion of the rich class and the urgent need of the bank transformation, the opportunity for the development of private banking is ripe. The research on private banking business is mainly qualitative research. The focus of the research is on the following aspects: Switzerland and the United States On behalf of the developed western countries, as well as Singapore, India, Hongkong as the representative of the development of private banks in the emerging markets in Asia, the external factors that impede the development of domestic private banks, and the inadequacies of the internal development of the banks (talents, products and services, organizational patterns, service patterns, etc.); and suggestions and Countermeasures for development. In private bank business, the private nature of the business is mostly lack of data support. It is only from the theoretical level to analyze and explain. The existing problems and suggestions are difficult to apply to the practical operation level of the bank. In fact, at present, China's commercial banks face the development of private banking business, "how can we provide all the products and suits of private banking business." What is the demand for high net worth people in China? How to meet the individualized needs of high net worth people? What kind of organizational model is in favor of development? What is the trend of the development of private banks in China in the future? These are the problems that need to be solved by academic research.
Starting from the attempt to solve the problem of private bank development in the bank, this paper first gives a brief account of the private banking business, expounds the products and services provided by private banks, and then analyses the characteristics of private banks on the basis of comparing the VIP and private banking services. Secondly, it selects Switzerland, the United States, Singapore and Hongkong. In order to represent, analyze the cultural and economic factors, policy factors and bank own experience of private bank development, then analyze the market structure, market behavior and market performance by using SCP analysis method, and analyze the characteristics and preferences of high net value people in China, and propose customer segmentation based on customer segmentation theory. Finally, it puts forward that the development of Chinese private banks should be collectivization and specialization.
The structure of this article is as follows:
The first chapter, the introduction, describes the background and significance of the topic selection, the research status quo at home and abroad, the research contents, research methods and innovations.
The second chapter, the overview of private banks, firstly defines the concept of private banking at home and abroad, and defines it as "a professional, private and individualized package of high-end financial services provided by the professional service team of commercial banks to a high net value customer to a particular customer and a high net value customer." then, the summary is summarized. Describes the products and services provided by private banks, including retail banking services, asset management services, high-end advisory services, tax planning services, trust services, insurance services, heritage consulting and planning, real estate consulting and management services, custodial services, offshore services and his services. Finally, domestic VIP financial services and private banks are made. By contrast, the six characteristics of private banks are analyzed, and their core customized financial services.
The third chapter, in the international experience part, this article focuses on the analysis of the representative of the traditional private banking model - Switzerland, the representative of modern private banking model - the United States, the emerging private banking market - Singapore and China's private banking market - Hongkong, summarizing the core of its development experience.
The fourth chapter, the analysis of the status quo of China's private banks from two angles, the first is based on the analysis of the status quo of the SCP paradigm, from the market structure, market behavior and market performance in three angles, second is the characteristics of the Chinese wealthy class, starting with the basic information and preference, and put forward a customer segmentation standard.
The fifth chapter, on the basis of the analysis of the status quo and the analysis of the customer segmentation, and on the basis of the international experience that can be used for reference, points out that the commercial banks in China should take the road of grouping and specialization in the development of private banking business. The group is that the private banks of China should tend to one body development, expand the scope of the banking business and form a cross region. The cross business financial group can choose the large retail banking system in the choice of organizational model, and then transition to the institution, and pay attention to the synergy between the retail banks and the private banks. The specialization means that the professional development should be achieved in the development of private banking business in the aspects of customer segmentation, talent 'reserve, product research and development, and backstage support center. Better and faster to meet private bank customers.
The main innovations of this paper are as follows: first, on the basis of previous research, this paper innovatively adopts the SCP paradigm of industrial organization theory to analyze the status quo. The SCP paradigm is an effective tool for analyzing industrial efficiency, and it can be well combined with the private banking business to analyze the market structure, market behavior and market performance in a specific way. Using the market data published by the current bank to analyze the market structure and fill in the blank of quantitative analysis; two is a report based on the Construction Bank, Bank of China, CITIC Bank, China Merchants Bank and Minsheng Bank for private banking business, analyzing and summarizing the characteristics and financial preferences of the rich class in China, and by profession, life cycle, back. A customer segmentation scheme is put forward in view and character factors. Three, when proposing policies and suggestions, it is innovative to point out that the development of private banking business in China's commercial banks should take the road of grouping and specialization, trying to plan a clear path for the development of private banks in our country.
The inadequacies of this paper are: first, because of private bank privacy and limited resources, the author is difficult to investigate and analyze private bank customers and obtain first-hand data. In the investigation of private bank customer characteristics, the research results in the Private Bank Research Report of four banks are used as secondhand data. There is a deviation in the situation; two because the commercial banks in our country have not yet formed a department assessment system for private banking department, the data of private banks are not complete. When using the SCP analysis method, they do not measure product differentiation and market performance related indicators. It is hoped that in the future, the empirical research can be applied to the analysis of private bank data. Better research results.

【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.2

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