ZS银行私人银行业务营销策略研究

发布时间：2018-08-17 19:27

【摘要】：作为一种高端业务,私人银行业务在优化客户资源、优化内部管理、优化市场品牌等方面助推商业银行战略转型发挥更加积极的作用。本文通过运用市场营销及管理的相关理论、知识以及理念,结合ZS银行私人银行市场营销的现状、业务发展的优势、劣势、面临的机会与威胁进行了分析。提出了zS银行私人银行业务营销策略,从而达到帮助其在市场竞争中抢占先机、抢夺份额,大力推广私人银行业务产品,提高产品交叉销售力度,拓展客户群体,增加客户忠诚度与贡献度,增强市场竞争力。我国私人银行业务发展迅速,并形成了相对成熟、稳定的服务模式。目前zs银行采取的是“1+N”团队服务模式,共同为私人银行客户量身打造一整套财富管理规划。然而,私人银行这一新鲜事物,在国内的发展过程中暴露出一系列问题,产品同质化严重,政策法律限制,人才培养机制匮乏,缺乏对客户的掌控力以及渠道建设比较单薄等。通过SWOT分析看出,zS银行私人银行应克服私人银行业务发展的中的不足来化解威胁,使得ZS银行私人银行业务更加迅速稳健的发展。 ZS银行私人银行营销策略应选择：ZS银行私人银行客户细分及模式,从管理模式来看,由于这类客户需要非常专业、全面的财富管理服务,所以ZS银行私人银行整合各部门优势的“事业部模式”是最佳选择。强化私人银行服务7P策略,依托ZS银行私人银行的品牌效应,通过在服务中和信息交流中强调与服务相联系的重要性。前台销售及客户管理策略,设置客户开发经理,加强客户开发经理与客户经理的合作,构建客户经理与客服中心相结合的服务渠道。市场研究及投资顾问建设策略,ZS银行应该建立高水平的市场研究及投资顾问团队,这是专业化的体现,也是私人银行业务的重要差异化点。加强市场营销产品管理的策略,包括产品管理,市场营销管理以及客户经理管理。设计私人银行业务运营流程框架,市场营销流程应该包括4个二级流程：市场分析、细分客户、制定营销计划、管理营销计划。做好ZS银行私人银行流动性风险及声誉风险管理等。
[Abstract]:As a high-end business, private banking plays a more active role in optimizing customer resources, internal management, and market brand to promote the strategic transformation of commercial banks. The advantages, disadvantages, opportunities and threats of development are analyzed. The marketing strategies of private banking business of zS bank are put forward to help them seize the first opportunity and share in the market competition, vigorously promote private banking products, enhance the cross-selling of products, expand customer groups, increase customer loyalty and contribution. Enhance market competitiveness.
China's private banking business is developing rapidly and has formed a relatively mature and stable service model. At present, ZS bank adopts the "1 + N" team service model to create a set of wealth management plans for private banking customers. However, this new thing, private banking, has exposed a series of problems in the domestic development process. Through SWOT analysis, it can be seen that the private banks of ZS Bank should overcome the shortcomings in the development of private banking business to resolve the threat and make the private banking business of ZS Bank develop more rapidly and steadily.
ZS bank private bank marketing strategy should choose: ZS bank private bank customer segmentation and model, from the management model, because such customers need very professional, comprehensive wealth management services, so the ZS bank private bank integration of the advantages of various departments of the "business model" is the best choice. ZS Bank Private Bank's brand effect emphasizes the importance of linking with service through service and information exchange. Front-end sales and customer management strategies, customer development managers are set up, cooperation between customer development managers and customer managers is strengthened, and service channels combining customer manager with customer service center are constructed. ZS Bank should establish a high level of market research and investment advisory team, which is the embodiment of specialization and an important differentiation point of private banking business. The marketing process should include four secondary processes: market analysis, customer segmentation, marketing plan formulation, marketing plan management, liquidity risk management and reputation risk management of private banks of ZS Bank.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.2

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