本文選題：私人銀行　切入點(diǎn)：建設(shè)銀行　出處：《大連理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：私人銀行業(yè)務(wù)具體指的是商業(yè)銀行為擁有巨額財(cái)富的富裕人士和家庭提供差異化、專業(yè)化以及私密化的高級(jí)金融服務(wù)項(xiàng)目。由于我國(guó)經(jīng)濟(jì)的快速發(fā)展和人民生活水平的不斷提高,富裕人士正在不斷的增加,理財(cái)需求也日益高漲�；谏鲜鲋饕�,本文選擇了建行遼寧分行私人銀行的業(yè)務(wù)作為研究對(duì)象,通過(guò)對(duì)該省私人銀行的內(nèi)外部環(huán)境進(jìn)行分析,得出關(guān)于私人銀行的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)以及威脅,并且使用SWOT方法對(duì)這些因素進(jìn)行了組合分析。然后建立在組合分析結(jié)論的基礎(chǔ)之上,本文對(duì)建行遼寧分行私人銀行的總體營(yíng)銷戰(zhàn)略以及私人銀行的營(yíng)銷戰(zhàn)略進(jìn)行了詳細(xì)的分析,同時(shí)制定了私人銀行的營(yíng)銷戰(zhàn)略。緊接著對(duì)私人銀行的業(yè)務(wù)營(yíng)銷策略進(jìn)行了全面的分析,并且對(duì)建行遼寧分行私人銀行營(yíng)銷策略的實(shí)施保障機(jī)制展開(kāi)了細(xì)致的探討。文中在研究的時(shí)候還使用了PEST方法和波特五力模型方法確定建行私人銀行業(yè)務(wù)的定位和發(fā)展目標(biāo)。根據(jù)這些分析結(jié)果有針對(duì)性的提出解決對(duì)策。希望通過(guò)本文的研究,能夠?yàn)榻ㄐ兴饺算y行業(yè)務(wù)的開(kāi)展和我國(guó)其他商業(yè)銀行開(kāi)展私人銀行業(yè)務(wù)帶來(lái)具有價(jià)值的參考和借鑒。
[Abstract]:Private banking specifically refers to the differentiation that commercial banks offer to wealthy people and families with enormous wealth. Specialized and privatized high-level financial services programs. Due to the rapid economic development of our country and the continuous improvement of the people's living standards, the rich people are constantly increasing, and the demand for financial management is also increasing. For the reasons mentioned above, This paper chooses the private bank business of China Construction Bank Liaoning Branch as the research object, and through the analysis of the internal and external environment of the private bank in the province, obtains the advantages, disadvantages, opportunities and threats of the private bank. Then, based on the conclusion of combination analysis, this paper makes a detailed analysis on the overall marketing strategy of the private bank and the marketing strategy of the private bank in Liaoning Branch of China Construction Bank. At the same time, the marketing strategy of the private bank is formulated. Then, a comprehensive analysis of the marketing strategy of the private bank is carried out. The paper also makes a detailed discussion on the implementation mechanism of the private bank marketing strategy in the Liaoning branch of CCB. The paper also uses the PEST method and Porter's five-force model method to determine the positioning of CCB's private banking business. And development goals. According to the results of these analysis targeted solutions. Hope that through the study of this article, It can bring valuable reference for CCB private banking and other commercial banks in China.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.2;F274

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本文編號(hào)：1603537