民生银行私人银行服务发展模式研究

发布时间：2018-04-02 23:33

本文选题：私人银行　切入点：发展模式　出处：《上海交通大学》2012年硕士论文

【摘要】：私人银行是指商业银行以财富管理为核心，面向社会富裕人士所提供的一揽子专业化、差异化、专属化、私密化的金融及非金融服务，其涉及面贯穿整个金融行业的各个领域，包括信托、保险、投资银行、共同基金等。随着中国改革开放这30年中国经济的高速增长，中国的富裕人群增长迅速，国内的私人银行也开始起步。历经四年的市场竞争洗礼，中国私人银行已初步摸索到行业的特点，并逐步形成了具有中国特色的业务模式。民生银行的私人银行成立于2008年7月，是国内第一家以事业部模式成立的私人银行。在发展的过程中，民生银行私人银行取得了部分的成绩，在客户定位、品牌形象、非金融特色服务中都有着非常好的思路，但是在整体的发展模式上遇到了瓶颈：一方面在外部环境上，目前的分业经营格局和监管制度，制约着它的发展；另一方面，在自身的业务模式，产品开发、部门协作及人员素质上都遇到了问题。本文对国外私人银行，重点是欧洲市场、美国市场及超高端服务市场，在发展和演变的过程中遇到的问题并形成的服务模式进行了分析。欧洲市场客户以传承为主，因此大都是以资产管理为核心；美国市场则是新生财富人群为主，因此以经纪商服务模式为核心，而超高端市场大都为家族式企业，现在主流的服务模式是家庭办公室。借鉴国外的这些经验，从国内新兴财富市场的特点和民生银行民营企业客户战略入手，本文提出了适合民生银行的综合发展模式：以经纪商模式为基础，以资产管理模式为补充，以家庭办公室管家模式为升级形态。同时，，立足民生银行自身特点和优势，为其更好发展私人银行业务提供策略建议，尤其在产品策略和撮合平台上凸显其特色。
[Abstract]:Private banking refers to a package of specialized, differentiated, exclusive and private financial and non-financial services provided by commercial banks with wealth management as the core, covering all areas of the financial industry.Including trust, insurance, investment banking, mutual funds and so on.With the rapid growth of China's economy in the 30 years of reform and opening up, China's wealthy population is growing rapidly, and the country's private banks are starting to take off.After four years of market competition, Chinese private banks have groped for the characteristics of the industry, and gradually formed a business model with Chinese characteristics.Minsheng Bank's private bank, founded in July 2008, is the first private bank to be established as a business unit in China.In the process of development, the private bank of Minsheng Bank has made some achievements. It has very good ideas in customer positioning, brand image and non-financial characteristic service.However, in the overall development model, there are bottlenecks: on the one hand, in the external environment, the current separated operation pattern and regulatory system restrict its development; on the other hand, in its own business model, product development,Departmental collaboration and quality of personnel have encountered problems.This paper analyzes the problems and service models of foreign private banks in the process of development and evolution, focusing on the European market, the American market and the ultra-high-end service market.European market customers are mainly inherited, so most of them are based on asset management; the US market is mainly a new wealth group, therefore, the core is the brokerage service model, while the ultra-high-end market is mostly a family enterprise.Now the mainstream service model is home office.Drawing on the experience of foreign countries, starting with the characteristics of the emerging wealth market in China and the customer strategy of the private enterprises of Minsheng Bank, this paper puts forward a comprehensive development model suitable for Minsheng Bank: based on the broker model,Take the asset management pattern as the supplement, take the family office housekeeping pattern as the promotion pattern.At the same time, based on Minsheng Bank's own characteristics and advantages, it provides strategic advice for its better development of private banking business, especially in the product strategy and matchmaking platform to highlight its characteristics.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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