本文選題：浦發(fā)銀行 + 私人銀行　； 參考：《哈爾濱理工大學(xué)》2013年碩士論文

【摘要】：隨著境內(nèi)高凈值人群迅速增加,私人銀行業(yè)務(wù)在中國快速崛起,不僅國內(nèi)各銀行紛紛把私人銀行業(yè)務(wù)作為新的利潤增長點(diǎn),很多金融機(jī)構(gòu)加入到市場(chǎng)客戶資源爭奪當(dāng)中，例如證券公司、基金公司、貴金屬實(shí)盤操作機(jī)構(gòu)、信托公司、第三方財(cái)富管理機(jī)構(gòu)等都開立自己的私人銀行部，，為高凈值客戶提供高端一對(duì)一的財(cái)富管理服務(wù)，特別是在國家開放5年定期利率，利率市場(chǎng)化的大趨勢(shì)下，浦發(fā)銀行在國家政策制約與同業(yè)金融機(jī)構(gòu)爭奪的夾縫中如何生存壯大？怎樣才能強(qiáng)有力的抓牢私人銀行客戶？采用什么樣的競(jìng)爭手段才可以既規(guī)避同業(yè)同質(zhì)化競(jìng)爭利潤攤薄的弊端，又能穩(wěn)定客戶關(guān)系，吸引新客戶的加入，穩(wěn)步遞增私人銀行客戶資源，正是目前浦發(fā)銀行面臨的最大的問題點(diǎn)。 文章首先通過分析總結(jié)中外成功私人銀行營銷策略及方法,對(duì)盧森堡、瑞士、美國、新加坡私人銀行業(yè)務(wù)開展?fàn)I銷策略予以分析、總結(jié)；力圖為浦發(fā)銀行在增加私人銀行業(yè)務(wù)的發(fā)展過程中提供行之有效的思路及辦法，從而使浦發(fā)銀行的私銀業(yè)務(wù)能夠迅速得到提升。 其次，對(duì)浦發(fā)銀行哈爾濱分行開展私人銀行采用的營銷策略進(jìn)行詳細(xì)分析,找到存在的問題,發(fā)掘問題產(chǎn)生的原因。 第三，研究關(guān)系營銷的設(shè)計(jì)。針對(duì)浦發(fā)銀行私人銀行營銷開展以來的不足,并結(jié)合西方私人銀行業(yè)務(wù)的經(jīng)驗(yàn),設(shè)計(jì)了關(guān)系營銷如何開展，如何以客戶為中心開發(fā)客戶、服務(wù)客戶。 第四，研究關(guān)系營銷的應(yīng)用。分析私人銀行客戶不同需求,采用不同的銷售策略、了解客戶實(shí)際需求、區(qū)分客戶的明確需求和隱含需求運(yùn)用關(guān)系營銷策略解決案例中提到的難題。 最后，為私人銀行關(guān)系營銷提供保障措施。提出了如對(duì)風(fēng)險(xiǎn)控制相關(guān)建議等操作性強(qiáng)的解決方案。從而使浦發(fā)銀行的私銀業(yè)務(wù)能夠迅速得到提升。
[Abstract]:With the rapid growth of high net worth people in China and the rapid rise of private banking business in China, not only domestic banks have taken private banking business as a new profit growth point, but many financial institutions have joined in the competition for customer resources in the market. For example, securities firms, fund companies, precious metal firm operators, trust companies, third party wealth management agencies, etc., all open their own private banking departments to provide high-end one-to-one wealth management services for high-net-worth clients. Especially in the opening of the five-year fixed interest rate, interest rate marketization trend, how the Pudong Development Bank in the national policy constraints and competition between the financial institutions in the gap how to survive and grow? How do you get a strong grip on private banking customers? What kind of competitive means can be used to avoid the disadvantages of the homogeneous competitive profits of the same industry, to stabilize the customer relationship, to attract new customers, and to steadily increase the customer resources of private banks. That is the biggest problem the bank is facing right now. Firstly, the article analyzes and summarizes the marketing strategies of successful private banks in Luxembourg, Switzerland, the United States and Singapore by analyzing and summarizing the successful marketing strategies of Chinese and foreign private banks. This paper tries to provide effective ideas and methods for Pudong Development Bank in the process of increasing the private banking business, so that the private banking business of Pudong Development Bank can be promoted rapidly. Secondly, the paper analyzes the marketing strategies adopted by private banks in Harbin Branch of Pudong Development Bank, finds out the existing problems and explores the causes of the problems. Third, study the design of relationship marketing. Aiming at the deficiency of the private bank marketing of Pudong Development Bank and combining the experience of the western private bank, this paper designs how to develop the relationship marketing, how to develop the customer as the center, and how to serve the customer. Fourth, study the application of relationship marketing. This paper analyzes the different needs of private bank customers, adopts different sales strategies, understands the actual needs of customers, distinguishes the explicit needs of customers from the implicit needs and uses relational marketing strategies to solve the problems mentioned in the case. Finally, provide the safeguard measure for the private bank relation marketing. Put forward such as risk control related recommendations and other operational solutions. As a result, the bank's private banking business can be quickly upgraded.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.33

【共引文獻(xiàn)】

相關(guān)期刊論文 前3條

1 王海鴿;祁艷青;;中國商業(yè)銀行的私人銀行業(yè)務(wù)研究[J];商業(yè)文化(學(xué)術(shù)版);2009年10期

2 馬延霞;;我國私人銀行業(yè)務(wù)發(fā)展現(xiàn)狀分析[J];山東行政學(xué)院學(xué)報(bào);2013年01期

3 王楚琪;杜曉雨;李明;;中資私人銀行業(yè)務(wù)SWOT分析及發(fā)展策略研究[J];商;2015年10期

本文編號(hào)：2043214