ZJ银行S支行私人银行业务发展策略研究

发布时间：2018-04-04 08:45

本文选题：私人银行业务　切入点：发展问题　出处：《郑州大学》2017年硕士论文

【摘要】：随着国民收入以及高净值人群数量的不断增长,人们对于财富保值增值的意识逐渐增强,在经济快速发展的过程中,利率和汇率等多种因素的变动都会影响国民财富投资的收益,这使得人们对于财富保值增值的紧迫性提高;加之利率市场化的不断深入,使得商业银行传统的存贷款业务盈利空间缩小,商业银行业务需要进行拓展转型,由传统业务向轻资产业务转变,私人银行业务逐步发展起来。我国于2007年开展私人银行业务,经过不到10年的时间,私人银行得到了较快发展。ZJ银行S支行私人银行于2012年开始营业,占据了一定的客户市场,形成了相应的业务发展规模,具备了一定的竞争优势。然而,私人银行业务仍属于新兴业务,目前处于由发展数量扩张到发展质量提高的阶段,在发展过程中尚存在一些问题,如组织结构不合理、专业人才匮乏、客户细分不到位、营销服务不完善、产品创新性不足等。这些问题的存在成为了阻碍ZJ银行S支行私人银行进一步发展的因素。目前,我国经济运行呈现企稳回升态势,河南省经济发展具备较大的潜力,经济形势的新变化为私人银行的发展奠定了良好的基础,也为私人银行业务的开展带来了很多机遇。从另一方面来说,竞争形势日益激烈的变化为ZJ银行S支行私人银行的发展带来了很多挑战。在这种形势下,ZJ银行S支行应该在准确把握自身优势和劣势的基础之上,面对挑战,抓住机遇,争取实现稳中求创新、稳中求发展。基于目前ZJ银行S支行私人银行业务存在的问题及进一步发展面临的形势,ZJ银行S支行应该制定具有针对性的发展策略来促进其私人银行的发展。首先,构建合理的业务组织架构,加强高素质人才队伍建设,建立健全绩效考核机制。其次,推进私人银行产品创新,加强网络信息平台建设,深化客户关系营销管理,提高客户忠诚度与满意度。最后,提升私人银行品牌价值,做好品牌的宣传推广及维护工作,进一步提升市场竞争力。
[Abstract]:With the continuous growth of national income and the number of high net worth people, people's awareness of wealth preservation and appreciation has gradually increased, and in the process of rapid economic development,The change of interest rate and exchange rate will affect the income of national wealth investment, which makes people have more urgency to maintain and increase the value of wealth. In addition, with the deepening of interest rate marketization,It makes the profit space of the traditional deposit and loan business of the commercial bank shrink, the commercial bank business needs to expand and transform, from the traditional business to the light assets business, the private bank business gradually develops.After less than 10 years' development, the private bank began to open in 2012, which occupied a certain customer market and formed the corresponding scale of business development.With a certain competitive advantage.However, private banking is still a new business, which is now in the stage of expansion from development quantity to improvement of development quality. In the process of development, there are still some problems, such as unreasonable organizational structure, lack of professionals, lack of customer segmentation.The marketing service is not perfect, the product innovation is insufficient and so on.The existence of these problems has become an obstacle to the further development of ZJ Bank S Branch Private Bank.At present, the economic operation of our country is steadily rising, and Henan province has great potentiality in economic development. The new changes of economic situation have laid a good foundation for the development of private banks and brought a lot of opportunities for the development of private banking business.On the other hand, the increasingly competitive situation has brought many challenges to the development of ZJ Bank S Branch Private Bank.In this situation, the S branch of ZJ Bank should grasp its own advantages and disadvantages accurately, face the challenge, seize the opportunity, and strive to achieve innovation and development in the process of stability.Based on the problems existing in the private banking business of ZJ Bank S Branch and the situation facing its further development, ZJ Bank S Branch should formulate a targeted development strategy to promote the development of its private bank.First of all, build a reasonable business organization structure, strengthen the construction of high-quality talent team, establish and improve the performance appraisal mechanism.Secondly, we should promote the innovation of private bank products, strengthen the construction of network information platform, deepen the management of customer relationship marketing, and improve customer loyalty and satisfaction.Finally, to enhance the brand value of private banks, to promote and maintain the brand, to further enhance market competitiveness.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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