建行辽宁省分行私人银行营销策略研究

发布时间：2018-03-12 22:21

本文选题：私人银行　切入点：建设银行　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：私人银行业务具体指的是商业银行为拥有巨额财富的富裕人士和家庭提供差异化、专业化以及私密化的高级金融服务项目。由于我国经济的快速发展和人民生活水平的不断提高,富裕人士正在不断的增加,理财需求也日益高涨。基于上述主要原因,本文选择了建行辽宁分行私人银行的业务作为研究对象,通过对该省私人银行的内外部环境进行分析,得出关于私人银行的优势、劣势、机会以及威胁,并且使用SWOT方法对这些因素进行了组合分析。然后建立在组合分析结论的基础之上,本文对建行辽宁分行私人银行的总体营销战略以及私人银行的营销战略进行了详细的分析,同时制定了私人银行的营销战略。紧接着对私人银行的业务营销策略进行了全面的分析,并且对建行辽宁分行私人银行营销策略的实施保障机制展开了细致的探讨。文中在研究的时候还使用了PEST方法和波特五力模型方法确定建行私人银行业务的定位和发展目标。根据这些分析结果有针对性的提出解决对策。希望通过本文的研究,能够为建行私人银行业务的开展和我国其他商业银行开展私人银行业务带来具有价值的参考和借鉴。
[Abstract]:Private banking specifically refers to the differentiation that commercial banks offer to wealthy people and families with enormous wealth. Specialized and privatized high-level financial services programs. Due to the rapid economic development of our country and the continuous improvement of the people's living standards, the rich people are constantly increasing, and the demand for financial management is also increasing. For the reasons mentioned above, This paper chooses the private bank business of China Construction Bank Liaoning Branch as the research object, and through the analysis of the internal and external environment of the private bank in the province, obtains the advantages, disadvantages, opportunities and threats of the private bank. Then, based on the conclusion of combination analysis, this paper makes a detailed analysis on the overall marketing strategy of the private bank and the marketing strategy of the private bank in Liaoning Branch of China Construction Bank. At the same time, the marketing strategy of the private bank is formulated. Then, a comprehensive analysis of the marketing strategy of the private bank is carried out. The paper also makes a detailed discussion on the implementation mechanism of the private bank marketing strategy in the Liaoning branch of CCB. The paper also uses the PEST method and Porter's five-force model method to determine the positioning of CCB's private banking business. And development goals. According to the results of these analysis targeted solutions. Hope that through the study of this article, It can bring valuable reference for CCB private banking and other commercial banks in China.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F274

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