服务营销理念嵌入中国商业银行私人银行业务的发展策略研究

发布时间：2018-01-24 20:47

本文关键词： 服务营销中国银行私人银行策略　出处：《南昌大学》2012年硕士论文　论文类型：学位论文

【摘要】：私人银行是银行面向高净值客户提供的顶级专业化的、以财富管理和财务保障为核心的一揽子金融服务。在现代银行业发展中,私人银行业务以其低风险高回报的特点成为商业银行领域最重要的组成部分。伴随着我国富豪人数和个人平均资产拥有量的逐年增加,中国私人银行业务的发展显示出了巨大的市场增长潜力；另一方面,随着中国金融业的全面开放,具有丰富经验的外资银行己经在纷纷抢占拥有巨大潜力的中国私人银行业务市场,而我国商业银行的私人银行业务还未完全展开,中国的商业银行在发展私人银行业务方面面临着巨大的挑战。中国银行是我国第一家开展私人银行业务的国内商业银行,其私人业务发展态势在很大程度上影响着中国商业银行私人银行业务的发展。本文以中国银行为研究对象,引入银行业服务营销理念,并在借鉴国内外其他银行发展私人银行业务的经验和启示的基础上,提出中国银行私人银行业务的服务营销发展策略。
[Abstract]:Private banking is the top professional package of financial services provided by banks to high net worth clients, with wealth management and financial security as the core. In the development of modern banking. Private banking has become the most important part of the commercial banking field because of its low risk and high return. With the increase of the number of the wealthy and the average personal assets in China year by year. The development of China's private banking business shows great market growth potential; On the other hand, with the full opening of China's financial industry, foreign banks with rich experience have already seized the huge potential of China's private banking business market. However, the private banking business of commercial banks in China has not been carried out completely. Chinese commercial banks are facing great challenges in the development of private banking business. The Bank of China is the first domestic commercial bank to carry out private banking business in China. To a great extent, the development of private banking of Chinese commercial banks is influenced by the development of private business. This paper takes Bank of China as the research object and introduces the concept of banking service marketing. Based on the experience and enlightenment of other banks at home and abroad to develop private banking business, this paper puts forward the service marketing development strategy of bank of China private banking business.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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