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

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【摘要】：私人銀行業(yè)務(wù),作為商業(yè)銀行業(yè)務(wù)金字塔的塔尖一直都被作為研究的重點(diǎn)。2007年私人銀行業(yè)務(wù)引入到中國的銀行領(lǐng)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(jù)波士頓咨詢公司的《中國私人銀行2017年》報(bào)告數(shù)據(jù)統(tǒng)計(jì),至2016年底中國個(gè)人可投資金融資產(chǎn)總額約為126萬億人民幣,躍升為全球第二;預(yù)計(jì)到2021年底,中國個(gè)人財(cái)富將穩(wěn)健增長,規(guī)模達(dá)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(wù)已經(jīng)被很多商業(yè)性銀行列為重點(diǎn)發(fā)展業(yè)務(wù),Z銀行作為一家商業(yè)銀行分支機(jī)構(gòu),也于2008年開始發(fā)展私人銀行業(yè)務(wù)。但是由于其對(duì)于該銀行來說是一個(gè)新興業(yè)務(wù),在渠道、人才等各方面的經(jīng)驗(yàn)都很匱乏,對(duì)于如何充分利用本地的各方面優(yōu)勢,成功占據(jù)高端市場、實(shí)現(xiàn)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(wù)為研究對(duì)象,一方面在總結(jié)和借鑒國內(nèi)外在該方面的研究理論,完善該領(lǐng)域的理論依據(jù),也可以為Z銀行在私人銀行業(yè)務(wù)方面提供理論指導(dǎo)。通過對(duì)Z銀行的現(xiàn)狀和面臨的問題進(jìn)行分析,總結(jié)出Z銀行在實(shí)施私人銀行業(yè)務(wù)過程中所遇到的問題,并提出應(yīng)對(duì)策略,避免出現(xiàn)類似問題,從而促進(jìn)私人銀行業(yè)務(wù)在國內(nèi)的快速發(fā)展。文章分析了Z銀行私人銀行業(yè)務(wù)現(xiàn)狀后,分別從產(chǎn)品導(dǎo)向和客戶需求導(dǎo)向分析了Z銀行現(xiàn)今營銷策略的不足,并制定了相應(yīng)的營銷策略方案,具體提出重視客戶需求、完善產(chǎn)品服務(wù)體系為導(dǎo)向的產(chǎn)品策略;迎合客戶付出成本、迅速反應(yīng)市場為導(dǎo)向的價(jià)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(guān)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(xué)位授予單位】：深圳大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.2;F274

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