农业银行吉林分行个人高净值客户金融服务策略研究
发布时间：2018-08-14 10:27
【摘要】：高净值客户指的是资产净值较高的客户，在中国内地一般而言指个人持有可投资资产超过600万人民币的客户。个人可投资资产指的是剔除自住性房地产和流动性较差的资产后个人持有的现金、银行存款、基金、股票、债券、房产、另类投资品等。兴业银行和胡润百富的《2012中国高净值人群消费需求白皮书》中公布，中国内地个人可投资资产在600万元以上的高净值人群达到270万人，其中，亿万可投资资产以上的高净值人群达到6.35万人。中国私人财富市场中蕴含着无限商机和巨大潜力，已经引起了国内外商业银行的高度关注。 高净值客户的资产迅速膨胀成长，他们对财富管理的愿望就越发强烈。面对如此庞大的财富管理需求，国内外银行纷纷“抢滩登陆”中国私人银行市场，中国内地金融业的竞争演变成了由大众化的金融服务向私人银行的财富管理服务转变。美国瑞士友邦银行上海代表处于2005年9月正式进驻中国，由此拉开了国内银行间高净值客户竞争序幕。农业银行于2010年9月在上海成立了第一家私人银行，几年来陆续在北京、天津、江苏、浙江等省市设立私人银行。2013年1月农业银行吉林分行首家私人银行部在长春市成立，由于起步较晚，因而在客户培育、市场细分、产品研发、增值服务和渠道建设等诸多方面还有许多不尽人意之处。 本文在分析国内外银行高净值客户业务发展状况和金融服务的基础上，从农业银行吉林分行个人高净值客户金融服务中存在的服务高端客户的人才匮乏、产品研发落后、业务定位不明确、经营模式不完善、服务经验不足等现状入手，运用市场细分理论、营销理论和SWOT分析法对农业银行吉林分行个人高净值客户金融服务需求进行分析，结合国外银行高净值客户的业务发展状况和不同高净值客户的风险偏以及金融服务需求状况，结合中国高净值客户发展趋势和特征，，从分析农业银行吉林分行高净值客户金融服务中存在的高端客户服务人才匮乏、产品创新和研发滞后、业务定位不明确、经营模式存在缺欠、服务高端客户的经营不足等方面入手，提出要加大客户的识别和培育，按照不同风险偏好对产品和服务进行细分，以及从建立高效的私人银行客户服务机制、加大服务高净值客户的人才培养、加大高净值客户专属服务渠道建设、发挥IT系统支持作用、提高产品创新和研发效率、实施全天候全方位的跨境服务和打造私人银行品牌等方面建立一整套的服务个人高净值客户的后勤保障体系，在为高净值客户创造保值增值服务的同时，进一步提升高净值客户对农业银行的满意度、忠诚度和归属感。
[Abstract]:A high-net-worth client is a high-net-worth customer, and in mainland China typically refers to an individual holding more than 6 million yuan of investable assets. Personal investable assets refer to cash, bank deposits, funds, stocks, bonds, real estate, alternative investments, etc. In the White Paper on Consumer demand of China's High net worth population (2012), published by SocGen Bank and Hurun Baifu, it was announced that 2.7 million individuals in mainland China have personal investable assets of more than 6 million yuan, of which, The number of high-net-worth people with more than one billion investable assets has reached 63500. China's private wealth market contains unlimited business opportunities and great potential, which has attracted great attention of commercial banks at home and abroad. As the assets of high-net worth clients expand rapidly, their desire for wealth management becomes stronger. In the face of such a huge demand for wealth management, domestic and foreign banks have rushed to land in China's private banking market, and the competition in mainland China's financial industry has evolved from a popular financial service to a private bank's wealth management service. The Shanghai Representative Office of American International Bank of Switzerland entered China in September 2005, which opened the competition between domestic banks for high net worth customers. The Agricultural Bank of China established its first private bank in Shanghai in September 2010, and over the past few years has set up private banks in Beijing, Tianjin, Jiangsu, Zhejiang and other provinces. In January 2013, the Jilin Branch of the Agricultural Bank of China established its first private banking department in Changchun. Due to the late start, there are still many unsatisfactory aspects such as customer cultivation, market segmentation, product research and development, value-added services and channel construction. Based on the analysis of domestic and foreign banks' high net worth customers' business development and financial services, this paper analyzes the shortage of talents in the financial services of individual high net worth clients in Jilin Branch of Agricultural Bank of China, and the backward research and development of products. The business orientation is not clear, the management mode is not perfect, the service experience is insufficient and so on. The paper analyzes the financial service demand of the individual high net worth customer of Jilin Branch of Agricultural Bank by using the market segmentation theory, marketing theory and SWOT analysis method. Combining the business development situation of foreign banks with high net worth customers, the risk bias of different high net worth customers and the demand for financial services, combined with the development trend and characteristics of Chinese high net worth customers, Based on the analysis of the shortage of high-end customer service talents, product innovation and R & D lag, the lack of clear business orientation and the lack of business model, the paper analyzes the financial services of high net worth customers in Jilin Branch of Agricultural Bank. Starting with the insufficient management of high-end customers, it is proposed to increase the identification and cultivation of customers, to subdivide products and services according to different risk preferences, and to establish an efficient customer service mechanism for private banks. To increase the training of talents to serve high net worth customers, to increase the construction of exclusive service channels for high net worth customers, to give full play to the role of IT system support, and to improve product innovation and R & D efficiency, To set up a set of logistic support systems to serve individuals with high net worth customers in the aspects of all-weather cross-border services and building private bank brands, so as to create value preserving and value-added services for high net worth customers at the same time, To further enhance the satisfaction, loyalty and sense of belonging of high net worth customers to Agricultural Bank.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2
本文编号：2182564
[Abstract]:A high-net-worth client is a high-net-worth customer, and in mainland China typically refers to an individual holding more than 6 million yuan of investable assets. Personal investable assets refer to cash, bank deposits, funds, stocks, bonds, real estate, alternative investments, etc. In the White Paper on Consumer demand of China's High net worth population (2012), published by SocGen Bank and Hurun Baifu, it was announced that 2.7 million individuals in mainland China have personal investable assets of more than 6 million yuan, of which, The number of high-net-worth people with more than one billion investable assets has reached 63500. China's private wealth market contains unlimited business opportunities and great potential, which has attracted great attention of commercial banks at home and abroad. As the assets of high-net worth clients expand rapidly, their desire for wealth management becomes stronger. In the face of such a huge demand for wealth management, domestic and foreign banks have rushed to land in China's private banking market, and the competition in mainland China's financial industry has evolved from a popular financial service to a private bank's wealth management service. The Shanghai Representative Office of American International Bank of Switzerland entered China in September 2005, which opened the competition between domestic banks for high net worth customers. The Agricultural Bank of China established its first private bank in Shanghai in September 2010, and over the past few years has set up private banks in Beijing, Tianjin, Jiangsu, Zhejiang and other provinces. In January 2013, the Jilin Branch of the Agricultural Bank of China established its first private banking department in Changchun. Due to the late start, there are still many unsatisfactory aspects such as customer cultivation, market segmentation, product research and development, value-added services and channel construction. Based on the analysis of domestic and foreign banks' high net worth customers' business development and financial services, this paper analyzes the shortage of talents in the financial services of individual high net worth clients in Jilin Branch of Agricultural Bank of China, and the backward research and development of products. The business orientation is not clear, the management mode is not perfect, the service experience is insufficient and so on. The paper analyzes the financial service demand of the individual high net worth customer of Jilin Branch of Agricultural Bank by using the market segmentation theory, marketing theory and SWOT analysis method. Combining the business development situation of foreign banks with high net worth customers, the risk bias of different high net worth customers and the demand for financial services, combined with the development trend and characteristics of Chinese high net worth customers, Based on the analysis of the shortage of high-end customer service talents, product innovation and R & D lag, the lack of clear business orientation and the lack of business model, the paper analyzes the financial services of high net worth customers in Jilin Branch of Agricultural Bank. Starting with the insufficient management of high-end customers, it is proposed to increase the identification and cultivation of customers, to subdivide products and services according to different risk preferences, and to establish an efficient customer service mechanism for private banks. To increase the training of talents to serve high net worth customers, to increase the construction of exclusive service channels for high net worth customers, to give full play to the role of IT system support, and to improve product innovation and R & D efficiency, To set up a set of logistic support systems to serve individuals with high net worth customers in the aspects of all-weather cross-border services and building private bank brands, so as to create value preserving and value-added services for high net worth customers at the same time, To further enhance the satisfaction, loyalty and sense of belonging of high net worth customers to Agricultural Bank.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2
【参考文献】
相关期刊论文 前1条
1 梁晨宇;苗会永;;宁波农行私人银行业务发展探讨[J];中国农业银行武汉培训学院学报;2011年01期
本文编号：2182564
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