浦发银行哈尔滨分行私人银行关系营销策略研究

发布时间：2018-06-20 05:54

本文选题：浦发银行 + 私人银行　；参考：《哈尔滨理工大学》2013年硕士论文

【摘要】：随着境内高净值人群迅速增加,私人银行业务在中国快速崛起,不仅国内各银行纷纷把私人银行业务作为新的利润增长点,很多金融机构加入到市场客户资源争夺当中，例如证券公司、基金公司、贵金属实盘操作机构、信托公司、第三方财富管理机构等都开立自己的私人银行部，，为高净值客户提供高端一对一的财富管理服务，特别是在国家开放5年定期利率，利率市场化的大趋势下，浦发银行在国家政策制约与同业金融机构争夺的夹缝中如何生存壮大？怎样才能强有力的抓牢私人银行客户？采用什么样的竞争手段才可以既规避同业同质化竞争利润摊薄的弊端，又能稳定客户关系，吸引新客户的加入，稳步递增私人银行客户资源，正是目前浦发银行面临的最大的问题点。文章首先通过分析总结中外成功私人银行营销策略及方法,对卢森堡、瑞士、美国、新加坡私人银行业务开展营销策略予以分析、总结；力图为浦发银行在增加私人银行业务的发展过程中提供行之有效的思路及办法，从而使浦发银行的私银业务能够迅速得到提升。其次，对浦发银行哈尔滨分行开展私人银行采用的营销策略进行详细分析,找到存在的问题,发掘问题产生的原因。第三，研究关系营销的设计。针对浦发银行私人银行营销开展以来的不足,并结合西方私人银行业务的经验,设计了关系营销如何开展，如何以客户为中心开发客户、服务客户。第四，研究关系营销的应用。分析私人银行客户不同需求,采用不同的销售策略、了解客户实际需求、区分客户的明确需求和隐含需求运用关系营销策略解决案例中提到的难题。最后，为私人银行关系营销提供保障措施。提出了如对风险控制相关建议等操作性强的解决方案。从而使浦发银行的私银业务能够迅速得到提升。
[Abstract]:With the rapid growth of high net worth people in China and the rapid rise of private banking business in China, not only domestic banks have taken private banking business as a new profit growth point, but many financial institutions have joined in the competition for customer resources in the market. For example, securities firms, fund companies, precious metal firm operators, trust companies, third party wealth management agencies, etc., all open their own private banking departments to provide high-end one-to-one wealth management services for high-net-worth clients. Especially in the opening of the five-year fixed interest rate, interest rate marketization trend, how the Pudong Development Bank in the national policy constraints and competition between the financial institutions in the gap how to survive and grow? How do you get a strong grip on private banking customers? What kind of competitive means can be used to avoid the disadvantages of the homogeneous competitive profits of the same industry, to stabilize the customer relationship, to attract new customers, and to steadily increase the customer resources of private banks. That is the biggest problem the bank is facing right now. Firstly, the article analyzes and summarizes the marketing strategies of successful private banks in Luxembourg, Switzerland, the United States and Singapore by analyzing and summarizing the successful marketing strategies of Chinese and foreign private banks. This paper tries to provide effective ideas and methods for Pudong Development Bank in the process of increasing the private banking business, so that the private banking business of Pudong Development Bank can be promoted rapidly. Secondly, the paper analyzes the marketing strategies adopted by private banks in Harbin Branch of Pudong Development Bank, finds out the existing problems and explores the causes of the problems. Third, study the design of relationship marketing. Aiming at the deficiency of the private bank marketing of Pudong Development Bank and combining the experience of the western private bank, this paper designs how to develop the relationship marketing, how to develop the customer as the center, and how to serve the customer. Fourth, study the application of relationship marketing. This paper analyzes the different needs of private bank customers, adopts different sales strategies, understands the actual needs of customers, distinguishes the explicit needs of customers from the implicit needs and uses relational marketing strategies to solve the problems mentioned in the case. Finally, provide the safeguard measure for the private bank relation marketing. Put forward such as risk control related recommendations and other operational solutions. As a result, the bank's private banking business can be quickly upgraded.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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