本文選題：私人銀行　切入點：私人銀行客戶　出處：《對外經(jīng)濟貿(mào)易大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著中國經(jīng)濟的穩(wěn)定前行,經(jīng)濟總量的持續(xù)增長,國內(nèi)居民的整體財富規(guī)模也隨之平穩(wěn)增長,尤其是個人資產(chǎn)在1000萬元以上的高凈值人士的數(shù)量和總體金融資產(chǎn)總量增長迅速,成為了各私人銀行爭奪的焦點。我國私人銀行作為向社會高凈值客戶提供的個性化的頂級財富管理金融服務的機構(gòu),在中國個人財富高速增長的土壤下,迅速發(fā)芽、成長。私人銀行的根本是客戶,核心工作是維護好客戶,工作重點是滿足客戶需求和期望,工作的最終結(jié)果是取得高效益。在國內(nèi),傳統(tǒng)的商業(yè)銀行私人銀行業(yè)務基本上都是通過營業(yè)網(wǎng)點來完成,隨著信息技術(shù)的發(fā)展、銀行的混業(yè)經(jīng)營、客戶的多重需求,私人銀行開始進行多渠道建設(shè),以全方面的服務來提高客戶的滿意度。因此,加強多渠道客戶營銷能有效的夠提升私人銀行的服務能力,創(chuàng)新能力,從而提高核心競爭力和盈利能力。本文以私人銀行多渠道客戶營銷為研究對象,對私人銀行客戶及營銷進行了分析和闡述,明確了國內(nèi)私人銀行的目標客戶及其特征,分析了國內(nèi)私人銀行客戶的具體需求,介紹了私人銀行的具體產(chǎn)品和服務,并以中國建設(shè)銀行私人銀行為例,全面系統(tǒng)的剖析了該行的多渠道客戶多渠道客戶營銷模式。在利用該模式對真實營銷案例進行了方案解決后,總結(jié)經(jīng)驗,找出不足以及值得改進的地方,提出改進建議。在總結(jié)經(jīng)驗后,結(jié)合自身實際工作,構(gòu)建了北京農(nóng)商銀行私人銀行客戶營銷,增加了方案的實用性,對指導商業(yè)銀行私人銀行如何進行綜合性客戶營銷方面有積極作用。
[Abstract]:With the steady advance of the Chinese economy and the sustained growth of the total economic volume, the overall wealth scale of domestic residents has also steadily increased, especially the number of high-net-worth individuals with personal assets above 10 million yuan and the total amount of overall financial assets. China's private banks, as an institution providing individual top wealth management financial services to high net worth clients in the society, have sprouted rapidly under the rapid growth of personal wealth in China. Growth. The core job of the private bank is to maintain the customer. The focus of the work is to meet the needs and expectations of the customer. The end result of the work is to achieve high efficiency. The traditional private banking business of commercial banks is basically completed through business outlets. With the development of information technology, the mixed operation of banks and the multiple needs of customers, private banks begin to build up multiple channels. Therefore, strengthening multi-channel customer marketing can effectively enhance the service ability and innovation ability of private banks. In order to improve the core competitiveness and profitability, this paper takes the multi-channel customer marketing of private banks as the research object, analyzes and expounds the private bank customers and marketing, and clarifies the target customers and their characteristics of domestic private banks. This paper analyzes the specific needs of domestic private bank customers, introduces the specific products and services of the private bank, and takes the private bank of China Construction Bank as an example. This paper analyzes the multi-channel and multi-channel customer marketing mode of the bank. After using the model to solve the real marketing cases, the author summarizes the experience, finds out the shortcomings and worthy of improvement. After summing up the experience and combining with its own practical work, the author has constructed the private bank customer marketing of Beijing Agricultural and Commercial Bank, which has increased the practicability of the scheme. To guide commercial banks private banks how to conduct comprehensive customer marketing has an active role.
【學位授予單位】：對外經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F832.2
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本文編號：1601986