本文選題：私人銀行業(yè)務(wù) + 市場細(xì)分��； 參考：《貴州財(cái)經(jīng)大學(xué)》2014年碩士論文

【摘要】：私人銀行業(yè)務(wù)是銀行針對高凈值人士提供的一種極具私密性的綜合性委托投資服務(wù)，不僅包括信托、保險(xiǎn)、基金等投資理財(cái)產(chǎn)品，還包括與財(cái)富管理相關(guān)的一系列法律、稅務(wù)、財(cái)產(chǎn)繼承、子女教育等專業(yè)咨詢服務(wù)，根據(jù)客戶的差異化需求，為其量身定制的極具個(gè)性化的、全方位的、立體化的綜合性資產(chǎn)配置方案。一方面，由于改革開放30多年，我國經(jīng)濟(jì)取得了長足的進(jìn)步，而我國居民財(cái)富也有了爆炸式的增長，財(cái)富的集中度也越來越高，我國的富人階層也逐步形成并發(fā)展壯大，，為我國開展私人銀行業(yè)務(wù)提供了實(shí)踐基礎(chǔ)。另一方面，個(gè)人生命周期理論、資產(chǎn)組合理論、市場細(xì)分理論以及差異化營銷理論都為我國開展私人銀行業(yè)務(wù)提供了堅(jiān)實(shí)的理論基礎(chǔ)。此外，私人銀行業(yè)務(wù)于16世紀(jì)的瑞士，在國外經(jīng)過400多年的發(fā)展，積淀的先進(jìn)經(jīng)驗(yàn)也對我國開展私人銀行業(yè)務(wù)具有一定的指導(dǎo)意義。 私人銀行業(yè)務(wù)已經(jīng)成為商業(yè)銀行利潤率增長最高又最具發(fā)展前景的一項(xiàng)業(yè)務(wù)。加上利率市場化的深入推進(jìn)，以及混業(yè)經(jīng)營的大趨勢，私人銀行業(yè)務(wù)為中間業(yè)務(wù)的發(fā)展以及利潤率的提升而言是一個(gè)重要的突破口，對商業(yè)銀行的成長與發(fā)展有著重要的戰(zhàn)略意義，對整個(gè)銀行業(yè)的戰(zhàn)略轉(zhuǎn)型有巨大的推動(dòng)作用。 本文主要運(yùn)用市場細(xì)分理論，對私人銀行業(yè)務(wù)的目標(biāo)客戶進(jìn)行細(xì)分研究，主要包括對風(fēng)險(xiǎn)偏好的細(xì)分、職業(yè)的細(xì)分以及分布地域進(jìn)行深入的理論探討、數(shù)據(jù)分析以及實(shí)證分析，最后根據(jù)細(xì)分結(jié)果對我國商業(yè)銀行如何開展私人銀行業(yè)務(wù)提供建議，以期對我國商業(yè)銀行有一定指導(dǎo)作用。 本文首先對私人銀行業(yè)務(wù)的研究背景、意義和目的進(jìn)行介紹，對國內(nèi)外文獻(xiàn)進(jìn)行評述，接下來介紹基本概念和理論基礎(chǔ)，包括國內(nèi)外對私人銀行業(yè)務(wù)的定義，以及我國對其目標(biāo)客戶及高凈值人士的界定，然后運(yùn)用SWOT模型對我國開展私人銀行業(yè)務(wù)的環(huán)境進(jìn)行分析。 論文首先對與個(gè)人理財(cái)業(yè)務(wù)相關(guān)的范疇進(jìn)行了界定，對個(gè)人理財(cái)業(yè)務(wù)內(nèi)涵及發(fā)展、市場細(xì)分和客戶差異化服務(wù)的內(nèi)涵都作了闡釋，并對國內(nèi)外相關(guān)文獻(xiàn)作了述評，在此基礎(chǔ)上對我國個(gè)人理財(cái)市場的發(fā)展從宏觀環(huán)境、微觀環(huán)境到市場需求等作了全面分析。接下來是本文的重點(diǎn)章節(jié)，這部分運(yùn)用到大量的數(shù)據(jù)對高凈值人士進(jìn)行多維度的市場細(xì)分，并用到SPSS軟件的聚類分析對我國各省市進(jìn)行分類，從而確定開展私人銀行業(yè)務(wù)的重心。最后根據(jù)先前的理論分析，從五個(gè)方面對我國開展私人銀行業(yè)務(wù)提出相應(yīng)的措施。 最后的結(jié)論是：由于財(cái)富分布的不平衡，在部署全國私人銀行業(yè)務(wù)戰(zhàn)略時(shí)，只需要先在經(jīng)濟(jì)基礎(chǔ)夯實(shí)、富裕人士集中的城市開設(shè)網(wǎng)點(diǎn)，精耕細(xì)作，樹立良好的品牌形象；由于客戶需求和偏好的不盡相同，一定要基于客戶的差異化需求，為他們量身定制合適的產(chǎn)品組合與金融服務(wù)；培養(yǎng)優(yōu)秀的私人銀行家隊(duì)伍是發(fā)展私人銀行業(yè)務(wù)發(fā)展的關(guān)鍵因素。
[Abstract]:Private banking is a highly private and comprehensive investment service provided by banks for high net worth people, including not only trust, insurance, and fund investment products, but also a series of laws related to wealth management, tax, property inheritance, child education and other professional consulting services, according to the customer's differential demand, On the one hand, our country's economy has made great progress because of the 30 years of reform and opening up, and the wealth of our residents has also been exploded, the concentration of wealth is becoming higher and higher, and the rich class of our country has gradually formed and developed strong. On the other hand, the personal life cycle theory, the portfolio theory, the market segmentation theory and the differential marketing theory provide a solid theoretical basis for the private banking business in China. In addition, the private banking business in Switzerland in sixteenth Century and over 400 years abroad The development and accumulation of advanced experience also have some guiding significance for our country to develop private banking business.
Private banking has become the highest and most promising business of commercial banks' profit rate. With the deepening of interest rate marketization and the big trend of mixed operation, private banking is an important breakthrough for the development of intermediary business and the promotion of profit rate. The exhibition has an important strategic significance and has a great impetus to the strategic transformation of the banking industry as a whole.
This paper mainly uses the market segmentation theory to subdivide the target customers of private banking business, including the subdivision of risk preference, the subdivision of the profession and the in-depth theoretical discussion of the distribution region, the data analysis and the empirical analysis. Finally, according to the subdivision results, how to carry out the private banking business of the commercial banks in China is proposed. For the purpose of providing guidance for China's commercial banks.
This article first introduces the research background, significance and purpose of private banking business, reviews the literature at home and abroad, then introduces basic concepts and theoretical bases, including the definition of private banking business at home and abroad, and the definition of our target customers and high net value people, and then uses the SWOT model to carry out private business in our country. The environment of the banking business is analyzed.
The paper first defines the category related to personal financial services, explains the connotation and development of personal financial services, market segmentation and the connotation of customer differentiation service, and reviews the relevant literature at home and abroad. On this basis, the development of personal financial market in China is from macro environment, micro environment to market demand. The following is a comprehensive analysis. The following is the key section of this article, which is used in a large number of data for the multidimensional market segmentation of high net value people, and the clustering analysis of SPSS software is used to classify the provinces and municipalities in China, thus determining the focus of the private banking business. Finally, according to the previous theoretical analysis, five aspects are made. The corresponding measures are put forward for developing private banking business in China.
The final conclusion is that, because of the imbalance in the distribution of wealth, in the deployment of the national private banking business strategy, it only needs to be tamped on the economic basis first, and the rich people are concentrated in the city to set up a network, intensive cultivation and a good brand image. Because of different customer needs and preferences, we must be based on the customer's differential demand, They are tailored to the right product mix and financial services, and the development of excellent private bankers is a key factor in the development of private banking business.
【學(xué)位授予單位】：貴州財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.3

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