本文關鍵詞：Z銀行深圳分行私人銀行業(yè)務營銷策略研究　出處：《深圳大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 私人銀行業(yè)務 4Ps理論 4Cs理論 營銷策略

【摘要】：私人銀行業(yè)務,作為商業(yè)銀行業(yè)務金字塔的塔尖一直都被作為研究的重點。2007年私人銀行業(yè)務引入到中國的銀行領域,很快取得了較大發(fā)展,在北京、上海、廣州等一線城市都獲得了巨大的成功。根據波士頓咨詢公司的《中國私人銀行2017年》報告數據統(tǒng)計,至2016年底中國個人可投資金融資產總額約為126萬億人民幣,躍升為全球第二;預計到2021年底,中國個人財富將穩(wěn)健增長,規(guī)模達到220萬億人民幣。在市場前景廣闊的情況下,私人銀行業(yè)務已經被很多商業(yè)性銀行列為重點發(fā)展業(yè)務,Z銀行作為一家商業(yè)銀行分支機構,也于2008年開始發(fā)展私人銀行業(yè)務。但是由于其對于該銀行來說是一個新興業(yè)務,在渠道、人才等各方面的經驗都很匱乏,對于如何充分利用本地的各方面優(yōu)勢,成功占據高端市場、實現巨大利潤的發(fā)展策略問題,成為本文的研究主題。本文以Z銀行私人銀行業(yè)務為研究對象,一方面在總結和借鑒國內外在該方面的研究理論,完善該領域的理論依據,也可以為Z銀行在私人銀行業(yè)務方面提供理論指導。通過對Z銀行的現狀和面臨的問題進行分析,總結出Z銀行在實施私人銀行業(yè)務過程中所遇到的問題,并提出應對策略,避免出現類似問題,從而促進私人銀行業(yè)務在國內的快速發(fā)展。文章分析了Z銀行私人銀行業(yè)務現狀后,分別從產品導向和客戶需求導向分析了Z銀行現今營銷策略的不足,并制定了相應的營銷策略方案,具體提出重視客戶需求、完善產品服務體系為導向的產品策略;迎合客戶付出成本、迅速反應市場為導向的價格策略;提高客戶便利、力爭互利雙贏的渠道策略;建立客戶關聯(lián)、注重客戶溝通為主的促銷策略。
[Abstract]:Private banking, as the tip of the pyramid of commercial banking business, has been the focus of research. In 2007, private banking business was introduced into the banking field of China, and quickly made great progress in Beijing. Shanghai, Guangzhou and other first-tier cities have achieved great success, according to a report by Boston Consulting firm Private Bank of China on 2017. By end of 2016, the total amount of individual investable financial assets in China was about 126 tillion RMB, rising to the second largest in the world. By end of 2021, China's personal wealth is expected to grow steadily, reaching 220 tillion yuan, with a broad market outlook. Private banking has been listed as a key development business by many commercial banks as a branch of commercial banks. In 2008, private banking began to develop, but because it is a new business for the bank, in the channel, talent and other areas of experience is very scarce. How to make full use of the local advantages, successfully occupy the high-end market, achieve huge profits of the development strategy has become the subject of this paper. This paper takes Z bank private banking as the research object. On the one hand, it summarizes and draws lessons from the domestic and foreign research theories in this area, and consummates the theoretical basis in this field. It can also provide theoretical guidance for Z Bank in the private banking business. Through the analysis of the current situation and problems faced by Z Bank, this paper summarizes the problems encountered by Z Bank in the implementation of private banking business. And put forward countermeasures to avoid similar problems, so as to promote the rapid development of private banking business in China. Respectively from the product orientation and customer demand oriented analysis of Z Bank's current marketing strategy deficiencies, and formulated the corresponding marketing strategy plan, specifically put forward to attach importance to customer demand. Perfecting product service system oriented product strategy; Catering to the cost of customers, rapid response to market-oriented pricing strategy; Improve customer convenience, strive for mutually beneficial win-win channel strategy; Establish customer relationship, focus on customer communication-based promotion strategy.
【學位授予單位】：深圳大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.2;F274

【參考文獻】

相關期刊論文 前10條

1 吳杰;;我國私人銀行定制化營銷組合策略分析[J];現代商貿工業(yè);2013年15期

2 張大鵬;周耀;;我國私人銀行業(yè)務發(fā)展策略研究[J];中國證券期貨;2012年10期

3 朱孟楠;鄧文軒;;私人銀行業(yè)務綜合服務體系:問題與改進[J];江西社會科學;2012年10期

4 王婧嘉;;中資商業(yè)銀行發(fā)展私人銀行業(yè)務淺析[J];山東經濟戰(zhàn)略研究;2012年08期

5 曹菁;;中國大陸與歐洲私人銀行客戶營銷策略對比分析[J];現代經濟信息;2012年11期

6 夏海玲;;我國私人銀行業(yè)務發(fā)展的現狀、問題及對策研究[J];吉林金融研究;2012年04期

7 李芳;;私人銀行業(yè)務的發(fā)展思路[J];現代經濟信息;2012年07期

8 張貴益;;聯(lián)動營銷在私人銀行客戶營銷中的應用[J];中國農業(yè)銀行武漢培訓學院學報;2012年02期

9 胡蕓;;國際私人銀行業(yè)務發(fā)展的經驗與啟示[J];銀行家;2011年11期

10 趙峰;馬光明;;中國私人銀行發(fā)展的路徑選擇及對策[J];上海金融;2011年05期

，

本文編號：1418670