【摘要】：近年來,我國國民經(jīng)濟(jì)持續(xù)快速的發(fā)展,居民財(cái)富顯著增加,富豪人士也逐漸增多,龐大的富豪群體對(duì)于財(cái)富管理、資產(chǎn)增值、財(cái)產(chǎn)傳承等需求日益強(qiáng)勁,使私人銀行這一高層次、個(gè)性化、高利潤(rùn)的頂級(jí)銀行服務(wù)逐漸成為銀行業(yè)搶占市場(chǎng)、提升競(jìng)爭(zhēng)力的有效武器。在西方發(fā)達(dá)國家,私人銀行業(yè)務(wù)已經(jīng)蓬勃發(fā)展并逐步成熟,并且近幾年來,部分國際大銀行的私人銀行已經(jīng)開始進(jìn)駐中國市場(chǎng)并同國內(nèi)商業(yè)銀行一起搶占市場(chǎng)地位。在充分考慮了中國的基本國情、市場(chǎng)環(huán)境、金融發(fā)展需求、監(jiān)管環(huán)境等基礎(chǔ)上,中國銀行2007年開展了私人銀行業(yè)務(wù),而山東分行的私人銀行部成立于2009年4月。中國銀行山東分行開展私人銀行業(yè)務(wù)以來,始終以差異化產(chǎn)品的創(chuàng)新、國內(nèi)外一體化的提升為指引,以在風(fēng)險(xiǎn)可控的前提下提升私行客戶的投資收益為導(dǎo)向,以私密性、個(gè)性化、貼心的服務(wù)為手段,提升私人銀行業(yè)務(wù)在山東省內(nèi)乃至全國私人銀行中的競(jìng)爭(zhēng)優(yōu)勢(shì)。通過廣泛借鑒外資銀行私人銀行業(yè)務(wù)發(fā)展的成功經(jīng)驗(yàn)、經(jīng)過了初期籌建、品牌建設(shè)、客戶拓展、資產(chǎn)提升等有效手段,山東分行私人銀行部已經(jīng)取得了明顯的進(jìn)步,在同業(yè)中也形成了自己不可超越的市場(chǎng)地位,但是外資銀行私人銀行業(yè)務(wù)的相關(guān)發(fā)展模式及具體思路等,是中國銀行在我國當(dāng)前這個(gè)市場(chǎng)環(huán)境下無法仿效的,因此在發(fā)展中也存在著一定的問題及困難,需要進(jìn)一步解決。 綜上所述,本文在借鑒西方發(fā)達(dá)國家一些國際大銀行私人銀行業(yè)務(wù)發(fā)展的成功經(jīng)驗(yàn),并以中國銀行山東省分行私人銀行業(yè)務(wù)為研究對(duì)象,深入分析山東分行私人銀行業(yè)務(wù)的發(fā)展現(xiàn)狀及存在的問題及困難,以服務(wù)客戶為核心、以服務(wù)營(yíng)銷為理念,得出適合當(dāng)前金融市場(chǎng)環(huán)境、適合中國銀行山東分行私人銀行自身發(fā)展的戰(zhàn)略對(duì)策。首先,本文分析了中國銀行私人銀行業(yè)務(wù)的基本概述、‘特點(diǎn)及內(nèi)容,同時(shí)通過對(duì)外部環(huán)境及內(nèi)部資源的分析得出中國銀行開展私人銀行業(yè)務(wù)面臨的機(jī)遇和挑戰(zhàn),以及存在的優(yōu)勢(shì)與劣勢(shì)；其次,本文就中國銀行山東分行私人銀行業(yè)務(wù)的發(fā)展現(xiàn)狀進(jìn)行了總結(jié),并分析總結(jié)了目前山東分行開展私人銀行業(yè)務(wù)存在的問題；然后,本文根據(jù)山東分行私人銀行業(yè)務(wù)的發(fā)展現(xiàn)狀總結(jié)了其戰(zhàn)略定位、服務(wù)模式及未來發(fā)展目標(biāo)；最后,本文結(jié)合私人銀行的服務(wù)模式及營(yíng)銷理念,通過國內(nèi)外私人銀行業(yè)務(wù)發(fā)展的啟示,針對(duì)中國銀行山東分行私人銀行業(yè)務(wù)發(fā)展過程中的現(xiàn)狀及目標(biāo),提出了適合自己的發(fā)展對(duì)策。
[Abstract]:In recent years, with the sustained and rapid development of the national economy in China, the wealth of residents has increased significantly, and the number of wealthy people has also gradually increased. The demand for wealth management, asset appreciation, property inheritance and so on is increasingly strong among the large group of rich people. Private banking, a high-level, personalized, high-profit top banking service, has gradually become an effective weapon for banks to seize the market and enhance competitiveness. In western developed countries, private banking has developed rapidly and matured gradually. In recent years, private banks of some large international banks have begun to enter the Chinese market and seize the market position with domestic commercial banks. Taking into account China's basic national conditions, market environment, financial development needs, regulatory environment and so on, Bank of China launched its private banking business in 2007, while the private banking department of Shandong Branch was established in April 2009. Since the development of private banking business in Shandong Branch of the Bank of China, it has always been guided by the innovation of differentiated products and the promotion of integration at home and abroad, guided by the promotion of investment returns of private clients under the premise of controllable risks, and based on privacy. Personalized and considerate service as a means to enhance the competitive advantage of private banking in Shandong Province and even in the whole country. Through widely learning from the successful experience of the private banking business development of foreign banks, through the initial preparation, brand building, customer expansion, asset upgrading and other effective means, the private banking department of Shandong Branch has made obvious progress. In the same industry, they have also formed their own market position that cannot be surpassed, but the relevant development models and specific ideas of the private banking business of foreign banks cannot be imitated by the Bank of China in the current market environment of China. Therefore, there are also some problems and difficulties in the development, which need to be further solved. To sum up, this paper draws lessons from the successful experience of the private banking business development of some big international banks in western developed countries, and takes the private banking business of Shandong Branch of the Bank of China as the object of study. In-depth analysis of the development of private banking in Shandong Branch, the existing problems and difficulties, with the service of customers as the core, service marketing as the concept, get suitable for the current financial market environment, Suitable for the bank of china Shandong branch private bank own development strategy countermeasure. First of all, this paper analyzes the basic overview of the private banking business of the Bank of China, 'characteristics and contents, at the same time through the analysis of the external environment and internal resources of the Bank of China to carry out the private banking business opportunities and challenges faced by the Bank of China. And the advantages and disadvantages; Secondly, this paper summarizes the current situation of the private banking business of the Bank of China Shandong Branch, and analyzes and summarizes the problems existing in the development of the private banking business of the Shandong Branch at present. Then, according to the current situation of the private banking business of Shandong Branch, this paper summarizes its strategic orientation, service mode and future development objectives. Finally, this article combines the service mode and marketing idea of private bank, through the enlightenment of domestic and foreign private banking business development, aiming at the current situation and goal of the private banking business development of Bank of China Shandong Branch. Put forward the development countermeasure that suits oneself.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.33;F832.2

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