中国银行山东分行私人银行业务发展的策略分析

发布时间：2019-03-16 14:12

【摘要】：近年来,我国国民经济持续快速的发展,居民财富显著增加,富豪人士也逐渐增多,庞大的富豪群体对于财富管理、资产增值、财产传承等需求日益强劲,使私人银行这一高层次、个性化、高利润的顶级银行服务逐渐成为银行业抢占市场、提升竞争力的有效武器。在西方发达国家,私人银行业务已经蓬勃发展并逐步成熟,并且近几年来,部分国际大银行的私人银行已经开始进驻中国市场并同国内商业银行一起抢占市场地位。在充分考虑了中国的基本国情、市场环境、金融发展需求、监管环境等基础上,中国银行2007年开展了私人银行业务,而山东分行的私人银行部成立于2009年4月。中国银行山东分行开展私人银行业务以来,始终以差异化产品的创新、国内外一体化的提升为指引,以在风险可控的前提下提升私行客户的投资收益为导向,以私密性、个性化、贴心的服务为手段,提升私人银行业务在山东省内乃至全国私人银行中的竞争优势。通过广泛借鉴外资银行私人银行业务发展的成功经验、经过了初期筹建、品牌建设、客户拓展、资产提升等有效手段,山东分行私人银行部已经取得了明显的进步,在同业中也形成了自己不可超越的市场地位,但是外资银行私人银行业务的相关发展模式及具体思路等,是中国银行在我国当前这个市场环境下无法仿效的,因此在发展中也存在着一定的问题及困难,需要进一步解决。综上所述,本文在借鉴西方发达国家一些国际大银行私人银行业务发展的成功经验,并以中国银行山东省分行私人银行业务为研究对象,深入分析山东分行私人银行业务的发展现状及存在的问题及困难,以服务客户为核心、以服务营销为理念,得出适合当前金融市场环境、适合中国银行山东分行私人银行自身发展的战略对策。首先,本文分析了中国银行私人银行业务的基本概述、‘特点及内容,同时通过对外部环境及内部资源的分析得出中国银行开展私人银行业务面临的机遇和挑战,以及存在的优势与劣势；其次,本文就中国银行山东分行私人银行业务的发展现状进行了总结,并分析总结了目前山东分行开展私人银行业务存在的问题；然后,本文根据山东分行私人银行业务的发展现状总结了其战略定位、服务模式及未来发展目标；最后,本文结合私人银行的服务模式及营销理念,通过国内外私人银行业务发展的启示,针对中国银行山东分行私人银行业务发展过程中的现状及目标,提出了适合自己的发展对策。
[Abstract]:In recent years, with the sustained and rapid development of the national economy in China, the wealth of residents has increased significantly, and the number of wealthy people has also gradually increased. The demand for wealth management, asset appreciation, property inheritance and so on is increasingly strong among the large group of rich people. Private banking, a high-level, personalized, high-profit top banking service, has gradually become an effective weapon for banks to seize the market and enhance competitiveness. In western developed countries, private banking has developed rapidly and matured gradually. In recent years, private banks of some large international banks have begun to enter the Chinese market and seize the market position with domestic commercial banks. Taking into account China's basic national conditions, market environment, financial development needs, regulatory environment and so on, Bank of China launched its private banking business in 2007, while the private banking department of Shandong Branch was established in April 2009. Since the development of private banking business in Shandong Branch of the Bank of China, it has always been guided by the innovation of differentiated products and the promotion of integration at home and abroad, guided by the promotion of investment returns of private clients under the premise of controllable risks, and based on privacy. Personalized and considerate service as a means to enhance the competitive advantage of private banking in Shandong Province and even in the whole country. Through widely learning from the successful experience of the private banking business development of foreign banks, through the initial preparation, brand building, customer expansion, asset upgrading and other effective means, the private banking department of Shandong Branch has made obvious progress. In the same industry, they have also formed their own market position that cannot be surpassed, but the relevant development models and specific ideas of the private banking business of foreign banks cannot be imitated by the Bank of China in the current market environment of China. Therefore, there are also some problems and difficulties in the development, which need to be further solved. To sum up, this paper draws lessons from the successful experience of the private banking business development of some big international banks in western developed countries, and takes the private banking business of Shandong Branch of the Bank of China as the object of study. In-depth analysis of the development of private banking in Shandong Branch, the existing problems and difficulties, with the service of customers as the core, service marketing as the concept, get suitable for the current financial market environment, Suitable for the bank of china Shandong branch private bank own development strategy countermeasure. First of all, this paper analyzes the basic overview of the private banking business of the Bank of China, 'characteristics and contents, at the same time through the analysis of the external environment and internal resources of the Bank of China to carry out the private banking business opportunities and challenges faced by the Bank of China. And the advantages and disadvantages; Secondly, this paper summarizes the current situation of the private banking business of the Bank of China Shandong Branch, and analyzes and summarizes the problems existing in the development of the private banking business of the Shandong Branch at present. Then, according to the current situation of the private banking business of Shandong Branch, this paper summarizes its strategic orientation, service mode and future development objectives. Finally, this article combines the service mode and marketing idea of private bank, through the enlightenment of domestic and foreign private banking business development, aiming at the current situation and goal of the private banking business development of Bank of China Shandong Branch. Put forward the development countermeasure that suits oneself.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33;F832.2

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