【摘要】：私人銀行業(yè)務(wù)源于16世紀(jì)的瑞士日內(nèi)瓦,目前在歐美發(fā)展模式已經(jīng)十分成熟。在國(guó)內(nèi),私人銀行業(yè)務(wù)不僅是商業(yè)銀行的嶄新領(lǐng)域,更擁有巨大的市場(chǎng)潛力。本文以工商銀行QZ分行為例進(jìn)行研究分析。首先分析了私人銀行業(yè)務(wù)的起源和歷史背景,私人銀行業(yè)務(wù)在國(guó)內(nèi)外的應(yīng)用和研究現(xiàn)狀,闡述了私人銀行業(yè)務(wù)的基本理論體系及主要內(nèi)容,以待工商銀行QZ分行私人銀行業(yè)務(wù)能得到更好的發(fā)展。首先,分析了私人銀行業(yè)務(wù)的起源、歷史背景及國(guó)內(nèi)外的應(yīng)用和研究現(xiàn)狀,闡述了私人銀行業(yè)務(wù)的基本理論體系及主要內(nèi)容。其次,較為全面的分析工商銀行QZ分行私人銀行業(yè)務(wù)發(fā)展現(xiàn)狀進(jìn)行SWOT分析,并對(duì)國(guó)內(nèi)外私人銀行業(yè)務(wù)的一些經(jīng)典經(jīng)驗(yàn)案例進(jìn)行分析。最后,針對(duì)工商銀行QZ分行私人銀行業(yè)務(wù)發(fā)展現(xiàn)狀提出以下建議:完善考核機(jī)制;加大品牌影響力;開啟全方位營(yíng)銷模式;加強(qiáng)人員培訓(xùn),提高人員素質(zhì);優(yōu)化客戶管理系統(tǒng);明確經(jīng)營(yíng)目標(biāo);完善互聯(lián)網(wǎng)渠道,突出銀行自身優(yōu)勢(shì)。
[Abstract]:Private banking originated in the 16 th century in Geneva, Switzerland, the current development model in Europe and the United States is very mature. At home, private banking is not only a new field of commercial banks, but also a huge market potential. This article takes ICBC QZ branch as an example to carry on the research and analysis. First of all, it analyzes the origin and historical background of private banking business, the application and research status of private banking business at home and abroad, and expounds the basic theoretical system and main contents of private banking business. In order to ICBC QZ branch private banking business can be better developed. Firstly, it analyzes the origin, historical background, application and research status of private banking business, and expounds the basic theoretical system and main contents of private banking business. Secondly, the author makes a comprehensive analysis of the current situation of the private banking business in ICBC QZ Branch and analyzes some classic experience cases of the private banking business at home and abroad. Finally, the following suggestions are put forward for the development of private banking business in QZ Branch of ICBC: perfect examination mechanism, increase brand influence, open omni-directional marketing mode, strengthen personnel training, improve personnel quality, optimize customer management system; Clear business objectives; improve Internet channels, highlight the advantages of banks themselves.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.2

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本文編號(hào)：2428074