私人银行业务市场细分研究

发布时间：2018-06-24 09:15

本文选题：私人银行业务 + 市场细分　；参考：《贵州财经大学》2014年硕士论文

【摘要】：私人银行业务是银行针对高净值人士提供的一种极具私密性的综合性委托投资服务，不仅包括信托、保险、基金等投资理财产品，还包括与财富管理相关的一系列法律、税务、财产继承、子女教育等专业咨询服务，根据客户的差异化需求，为其量身定制的极具个性化的、全方位的、立体化的综合性资产配置方案。一方面，由于改革开放30多年，我国经济取得了长足的进步，而我国居民财富也有了爆炸式的增长，财富的集中度也越来越高，我国的富人阶层也逐步形成并发展壮大，，为我国开展私人银行业务提供了实践基础。另一方面，个人生命周期理论、资产组合理论、市场细分理论以及差异化营销理论都为我国开展私人银行业务提供了坚实的理论基础。此外，私人银行业务于16世纪的瑞士，在国外经过400多年的发展，积淀的先进经验也对我国开展私人银行业务具有一定的指导意义。私人银行业务已经成为商业银行利润率增长最高又最具发展前景的一项业务。加上利率市场化的深入推进，以及混业经营的大趋势，私人银行业务为中间业务的发展以及利润率的提升而言是一个重要的突破口，对商业银行的成长与发展有着重要的战略意义，对整个银行业的战略转型有巨大的推动作用。本文主要运用市场细分理论，对私人银行业务的目标客户进行细分研究，主要包括对风险偏好的细分、职业的细分以及分布地域进行深入的理论探讨、数据分析以及实证分析，最后根据细分结果对我国商业银行如何开展私人银行业务提供建议，以期对我国商业银行有一定指导作用。本文首先对私人银行业务的研究背景、意义和目的进行介绍，对国内外文献进行评述，接下来介绍基本概念和理论基础，包括国内外对私人银行业务的定义，以及我国对其目标客户及高净值人士的界定，然后运用SWOT模型对我国开展私人银行业务的环境进行分析。论文首先对与个人理财业务相关的范畴进行了界定，对个人理财业务内涵及发展、市场细分和客户差异化服务的内涵都作了阐释，并对国内外相关文献作了述评，在此基础上对我国个人理财市场的发展从宏观环境、微观环境到市场需求等作了全面分析。接下来是本文的重点章节，这部分运用到大量的数据对高净值人士进行多维度的市场细分，并用到SPSS软件的聚类分析对我国各省市进行分类，从而确定开展私人银行业务的重心。最后根据先前的理论分析，从五个方面对我国开展私人银行业务提出相应的措施。最后的结论是：由于财富分布的不平衡，在部署全国私人银行业务战略时，只需要先在经济基础夯实、富裕人士集中的城市开设网点，精耕细作，树立良好的品牌形象；由于客户需求和偏好的不尽相同，一定要基于客户的差异化需求，为他们量身定制合适的产品组合与金融服务；培养优秀的私人银行家队伍是发展私人银行业务发展的关键因素。
[Abstract]:Private banking is a highly private and comprehensive investment service provided by banks for high net worth people, including not only trust, insurance, and fund investment products, but also a series of laws related to wealth management, tax, property inheritance, child education and other professional consulting services, according to the customer's differential demand, On the one hand, our country's economy has made great progress because of the 30 years of reform and opening up, and the wealth of our residents has also been exploded, the concentration of wealth is becoming higher and higher, and the rich class of our country has gradually formed and developed strong. On the other hand, the personal life cycle theory, the portfolio theory, the market segmentation theory and the differential marketing theory provide a solid theoretical basis for the private banking business in China. In addition, the private banking business in Switzerland in sixteenth Century and over 400 years abroad The development and accumulation of advanced experience also have some guiding significance for our country to develop private banking business.
Private banking has become the highest and most promising business of commercial banks' profit rate. With the deepening of interest rate marketization and the big trend of mixed operation, private banking is an important breakthrough for the development of intermediary business and the promotion of profit rate. The exhibition has an important strategic significance and has a great impetus to the strategic transformation of the banking industry as a whole.
This paper mainly uses the market segmentation theory to subdivide the target customers of private banking business, including the subdivision of risk preference, the subdivision of the profession and the in-depth theoretical discussion of the distribution region, the data analysis and the empirical analysis. Finally, according to the subdivision results, how to carry out the private banking business of the commercial banks in China is proposed. For the purpose of providing guidance for China's commercial banks.
This article first introduces the research background, significance and purpose of private banking business, reviews the literature at home and abroad, then introduces basic concepts and theoretical bases, including the definition of private banking business at home and abroad, and the definition of our target customers and high net value people, and then uses the SWOT model to carry out private business in our country. The environment of the banking business is analyzed.
The paper first defines the category related to personal financial services, explains the connotation and development of personal financial services, market segmentation and the connotation of customer differentiation service, and reviews the relevant literature at home and abroad. On this basis, the development of personal financial market in China is from macro environment, micro environment to market demand. The following is a comprehensive analysis. The following is the key section of this article, which is used in a large number of data for the multidimensional market segmentation of high net value people, and the clustering analysis of SPSS software is used to classify the provinces and municipalities in China, thus determining the focus of the private banking business. Finally, according to the previous theoretical analysis, five aspects are made. The corresponding measures are put forward for developing private banking business in China.
The final conclusion is that, because of the imbalance in the distribution of wealth, in the deployment of the national private banking business strategy, it only needs to be tamped on the economic basis first, and the rich people are concentrated in the city to set up a network, intensive cultivation and a good brand image. Because of different customer needs and preferences, we must be based on the customer's differential demand, They are tailored to the right product mix and financial services, and the development of excellent private bankers is a key factor in the development of private banking business.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.3

【参考文献】