本文選題：H銀行　切入點：高端客戶　出處：《中國海洋大學》2014年碩士論文

【摘要】：近幾年來，隨著全球經(jīng)濟的飛速發(fā)展，個人財富都在不斷的積累，現(xiàn)在人們越來越看重家庭財產(chǎn)的合理分配，則理財逐漸成為熱門話題，因此，各大商業(yè)銀行紛紛推出各種形式的金融產(chǎn)品。其中，由于中資銀行在理財服務(wù)領(lǐng)域起步較晚、經(jīng)驗較少，其主要面臨的問題是和成熟發(fā)達國家的外資銀行競爭以及自身業(yè)務(wù)的拓展，，因此在最近幾年中，中資銀行陸續(xù)成立了貴賓理財中心、私人銀行等。與此同時，外資銀行在理財服務(wù)領(lǐng)域有著較為豐富的經(jīng)驗，推出了諸如結(jié)構(gòu)性投資產(chǎn)品、代客境外理財之開放式海外基金等的可以滿足客戶多種需求的產(chǎn)品，收益穩(wěn)定、期限多樣，很具競爭力。而其在中國發(fā)展也遇到了很多限制。在這種大背景下，各個銀行在高端客戶理財方面，如何接受各種挑戰(zhàn)，以找到正確發(fā)展未來的方向，成為他們亟待解決的首要問題。 本文運用國內(nèi)外各大商業(yè)銀行在戰(zhàn)略管理方面，以及其市場營銷等方面的相關(guān)理論，分析了國內(nèi)外各大商業(yè)銀行的理財業(yè)務(wù)現(xiàn)狀，尤其針對商業(yè)銀行的高端客戶理財業(yè)務(wù)的發(fā)展戰(zhàn)略及產(chǎn)品服務(wù)特色等進行系統(tǒng)分析，采取實證研究方法。從H銀行高端客戶理財業(yè)務(wù)的管理模式、產(chǎn)品分析以及財富規(guī)劃思路入手，對H銀行高端客戶理財業(yè)務(wù)的發(fā)展進行了分析和研究，對存在的優(yōu)勢和劣勢進行了比較和闡述，同時借鑒國內(nèi)外其他商業(yè)銀行個人理財業(yè)務(wù)的發(fā)展理念和實戰(zhàn)經(jīng)驗，依據(jù)我國國情，并針對高端客戶的實際現(xiàn)狀提出H外資銀行發(fā)展國內(nèi)高端客戶理財業(yè)務(wù)的相關(guān)建議及發(fā)展策略。 根據(jù)本次調(diào)查和研究，H銀行高端理財業(yè)務(wù)應針對境內(nèi)商業(yè)銀行個人理財業(yè)務(wù)發(fā)展不足的現(xiàn)狀，結(jié)合國內(nèi)投資者數(shù)量多、財富增長速度加快以及對理財需求增大、風險認識提高的優(yōu)勢，全面開展個人理財業(yè)務(wù)和服務(wù)中加強客戶關(guān)系管理、加強銀行專業(yè)化理財人員隊伍的建設(shè)。
[Abstract]:In recent years, with the rapid development of the global economy, personal wealth is constantly accumulating. Now people pay more and more attention to the rational distribution of family property, so financial management has gradually become a hot topic.Major commercial banks have introduced various forms of financial products.Among them, due to the late start and less experience of Chinese banks in the field of financial services, the main problems they face are competition with foreign banks in developed countries and expansion of their own business. Therefore, in recent years,Chinese banks have set up VIP banking centers, private banks and so on.At the same time, foreign banks have rich experience in the field of financial management services. They have introduced products such as structured investment products, open-end overseas funds for overseas financial management, and so on, which can meet the needs of their clients. The returns are stable.The term is varied, very competitive.And its development in China also encountered a lot of constraints.Under this background, how to accept all kinds of challenges to find the correct direction of future development has become the most important problem to be solved.This paper analyzes the present situation of domestic and foreign commercial banks' financial management business by using the relevant theories of strategic management and marketing of the major commercial banks at home and abroad.Especially in view of the development strategy and product service characteristics of the high-end customer financing business of commercial banks, the empirical research method is adopted.Starting with the management mode, product analysis and wealth planning of the high-end customer finance business of H Bank, this paper analyzes and studies the development of H bank's high-end customer finance business, and compares and expounds the advantages and disadvantages.At the same time, drawing lessons from other commercial banks at home and abroad, personal finance business development concept and practical experience, according to our national conditions,According to the actual situation of high-end customers, the paper puts forward the relevant suggestions and development strategies of H foreign banks to develop domestic high-end customer financing business.According to this investigation and study, we should aim at the underdevelopment of personal finance business of domestic commercial banks, combine with the large number of domestic investors, accelerate the speed of wealth growth and increase the demand for financial management.Strengthen the customer relationship management in the personal finance business and service, strengthen the construction of the bank specialized financial personnel team.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.2

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