Z银行深圳分行私人银行业务营销策略研究

发布时间：2018-01-13 11:31

本文关键词：Z银行深圳分行私人银行业务营销策略研究　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：私人银行业务,作为商业银行业务金字塔的塔尖一直都被作为研究的重点。2007年私人银行业务引入到中国的银行领域,很快取得了较大发展,在北京、上海、广州等一线城市都获得了巨大的成功。根据波士顿咨询公司的《中国私人银行2017年》报告数据统计,至2016年底中国个人可投资金融资产总额约为126万亿人民币,跃升为全球第二;预计到2021年底,中国个人财富将稳健增长,规模达到220万亿人民币。在市场前景广阔的情况下,私人银行业务已经被很多商业性银行列为重点发展业务,Z银行作为一家商业银行分支机构,也于2008年开始发展私人银行业务。但是由于其对于该银行来说是一个新兴业务,在渠道、人才等各方面的经验都很匮乏,对于如何充分利用本地的各方面优势,成功占据高端市场、实现巨大利润的发展策略问题,成为本文的研究主题。本文以Z银行私人银行业务为研究对象,一方面在总结和借鉴国内外在该方面的研究理论,完善该领域的理论依据,也可以为Z银行在私人银行业务方面提供理论指导。通过对Z银行的现状和面临的问题进行分析,总结出Z银行在实施私人银行业务过程中所遇到的问题,并提出应对策略,避免出现类似问题,从而促进私人银行业务在国内的快速发展。文章分析了Z银行私人银行业务现状后,分别从产品导向和客户需求导向分析了Z银行现今营销策略的不足,并制定了相应的营销策略方案,具体提出重视客户需求、完善产品服务体系为导向的产品策略;迎合客户付出成本、迅速反应市场为导向的价格策略;提高客户便利、力争互利双赢的渠道策略;建立客户关联、注重客户沟通为主的促销策略。
[Abstract]:Private banking, as the tip of the pyramid of commercial banking business, has been the focus of research. In 2007, private banking business was introduced into the banking field of China, and quickly made great progress in Beijing. Shanghai, Guangzhou and other first-tier cities have achieved great success, according to a report by Boston Consulting firm Private Bank of China on 2017. By end of 2016, the total amount of individual investable financial assets in China was about 126 tillion RMB, rising to the second largest in the world. By end of 2021, China's personal wealth is expected to grow steadily, reaching 220 tillion yuan, with a broad market outlook. Private banking has been listed as a key development business by many commercial banks as a branch of commercial banks. In 2008, private banking began to develop, but because it is a new business for the bank, in the channel, talent and other areas of experience is very scarce. How to make full use of the local advantages, successfully occupy the high-end market, achieve huge profits of the development strategy has become the subject of this paper. This paper takes Z bank private banking as the research object. On the one hand, it summarizes and draws lessons from the domestic and foreign research theories in this area, and consummates the theoretical basis in this field. It can also provide theoretical guidance for Z Bank in the private banking business. Through the analysis of the current situation and problems faced by Z Bank, this paper summarizes the problems encountered by Z Bank in the implementation of private banking business. And put forward countermeasures to avoid similar problems, so as to promote the rapid development of private banking business in China. Respectively from the product orientation and customer demand oriented analysis of Z Bank's current marketing strategy deficiencies, and formulated the corresponding marketing strategy plan, specifically put forward to attach importance to customer demand. Perfecting product service system oriented product strategy; Catering to the cost of customers, rapid response to market-oriented pricing strategy; Improve customer convenience, strive for mutually beneficial win-win channel strategy; Establish customer relationship, focus on customer communication-based promotion strategy.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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