【摘要】：高凈值客戶指的是資產(chǎn)凈值較高的客戶，在中國內(nèi)地一般而言指個人持有可投資資產(chǎn)超過600萬人民幣的客戶。個人可投資資產(chǎn)指的是剔除自住性房地產(chǎn)和流動性較差的資產(chǎn)后個人持有的現(xiàn)金、銀行存款、基金、股票、債券、房產(chǎn)、另類投資品等。興業(yè)銀行和胡潤百富的《2012中國高凈值人群消費需求白皮書》中公布，中國內(nèi)地個人可投資資產(chǎn)在600萬元以上的高凈值人群達到270萬人，其中，億萬可投資資產(chǎn)以上的高凈值人群達到6.35萬人。中國私人財富市場中蘊含著無限商機和巨大潛力，已經(jīng)引起了國內(nèi)外商業(yè)銀行的高度關(guān)注。 高凈值客戶的資產(chǎn)迅速膨脹成長，他們對財富管理的愿望就越發(fā)強烈。面對如此龐大的財富管理需求，國內(nèi)外銀行紛紛“搶灘登陸”中國私人銀行市場，中國內(nèi)地金融業(yè)的競爭演變成了由大眾化的金融服務(wù)向私人銀行的財富管理服務(wù)轉(zhuǎn)變。美國瑞士友邦銀行上海代表處于2005年9月正式進駐中國，由此拉開了國內(nèi)銀行間高凈值客戶競爭序幕。農(nóng)業(yè)銀行于2010年9月在上海成立了第一家私人銀行，幾年來陸續(xù)在北京、天津、江蘇、浙江等省市設(shè)立私人銀行。2013年1月農(nóng)業(yè)銀行吉林分行首家私人銀行部在長春市成立，由于起步較晚，因而在客戶培育、市場細分、產(chǎn)品研發(fā)、增值服務(wù)和渠道建設(shè)等諸多方面還有許多不盡人意之處。 本文在分析國內(nèi)外銀行高凈值客戶業(yè)務(wù)發(fā)展狀況和金融服務(wù)的基礎(chǔ)上，從農(nóng)業(yè)銀行吉林分行個人高凈值客戶金融服務(wù)中存在的服務(wù)高端客戶的人才匱乏、產(chǎn)品研發(fā)落后、業(yè)務(wù)定位不明確、經(jīng)營模式不完善、服務(wù)經(jīng)驗不足等現(xiàn)狀入手，運用市場細分理論、營銷理論和SWOT分析法對農(nóng)業(yè)銀行吉林分行個人高凈值客戶金融服務(wù)需求進行分析，結(jié)合國外銀行高凈值客戶的業(yè)務(wù)發(fā)展狀況和不同高凈值客戶的風(fēng)險偏以及金融服務(wù)需求狀況，結(jié)合中國高凈值客戶發(fā)展趨勢和特征，，從分析農(nóng)業(yè)銀行吉林分行高凈值客戶金融服務(wù)中存在的高端客戶服務(wù)人才匱乏、產(chǎn)品創(chuàng)新和研發(fā)滯后、業(yè)務(wù)定位不明確、經(jīng)營模式存在缺欠、服務(wù)高端客戶的經(jīng)營不足等方面入手，提出要加大客戶的識別和培育，按照不同風(fēng)險偏好對產(chǎn)品和服務(wù)進行細分，以及從建立高效的私人銀行客戶服務(wù)機制、加大服務(wù)高凈值客戶的人才培養(yǎng)、加大高凈值客戶專屬服務(wù)渠道建設(shè)、發(fā)揮IT系統(tǒng)支持作用、提高產(chǎn)品創(chuàng)新和研發(fā)效率、實施全天候全方位的跨境服務(wù)和打造私人銀行品牌等方面建立一整套的服務(wù)個人高凈值客戶的后勤保障體系，在為高凈值客戶創(chuàng)造保值增值服務(wù)的同時，進一步提升高凈值客戶對農(nóng)業(yè)銀行的滿意度、忠誠度和歸屬感。
[Abstract]:A high-net-worth client is a high-net-worth customer, and in mainland China typically refers to an individual holding more than 6 million yuan of investable assets. Personal investable assets refer to cash, bank deposits, funds, stocks, bonds, real estate, alternative investments, etc. In the White Paper on Consumer demand of China's High net worth population (2012), published by SocGen Bank and Hurun Baifu, it was announced that 2.7 million individuals in mainland China have personal investable assets of more than 6 million yuan, of which, The number of high-net-worth people with more than one billion investable assets has reached 63500. China's private wealth market contains unlimited business opportunities and great potential, which has attracted great attention of commercial banks at home and abroad. As the assets of high-net worth clients expand rapidly, their desire for wealth management becomes stronger. In the face of such a huge demand for wealth management, domestic and foreign banks have rushed to land in China's private banking market, and the competition in mainland China's financial industry has evolved from a popular financial service to a private bank's wealth management service. The Shanghai Representative Office of American International Bank of Switzerland entered China in September 2005, which opened the competition between domestic banks for high net worth customers. The Agricultural Bank of China established its first private bank in Shanghai in September 2010, and over the past few years has set up private banks in Beijing, Tianjin, Jiangsu, Zhejiang and other provinces. In January 2013, the Jilin Branch of the Agricultural Bank of China established its first private banking department in Changchun. Due to the late start, there are still many unsatisfactory aspects such as customer cultivation, market segmentation, product research and development, value-added services and channel construction. Based on the analysis of domestic and foreign banks' high net worth customers' business development and financial services, this paper analyzes the shortage of talents in the financial services of individual high net worth clients in Jilin Branch of Agricultural Bank of China, and the backward research and development of products. The business orientation is not clear, the management mode is not perfect, the service experience is insufficient and so on. The paper analyzes the financial service demand of the individual high net worth customer of Jilin Branch of Agricultural Bank by using the market segmentation theory, marketing theory and SWOT analysis method. Combining the business development situation of foreign banks with high net worth customers, the risk bias of different high net worth customers and the demand for financial services, combined with the development trend and characteristics of Chinese high net worth customers, Based on the analysis of the shortage of high-end customer service talents, product innovation and R & D lag, the lack of clear business orientation and the lack of business model, the paper analyzes the financial services of high net worth customers in Jilin Branch of Agricultural Bank. Starting with the insufficient management of high-end customers, it is proposed to increase the identification and cultivation of customers, to subdivide products and services according to different risk preferences, and to establish an efficient customer service mechanism for private banks. To increase the training of talents to serve high net worth customers, to increase the construction of exclusive service channels for high net worth customers, to give full play to the role of IT system support, and to improve product innovation and R & D efficiency, To set up a set of logistic support systems to serve individuals with high net worth customers in the aspects of all-weather cross-border services and building private bank brands, so as to create value preserving and value-added services for high net worth customers at the same time, To further enhance the satisfaction, loyalty and sense of belonging of high net worth customers to Agricultural Bank.
【學(xué)位授予單位】：吉林大學(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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相關(guān)期刊論文 前1條

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