私人银行多渠道客户营销

发布时间：2018-03-12 14:35

  本文选题：私人银行　切入点：私人银行客户　出处：《对外经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的稳定前行,经济总量的持续增长,国内居民的整体财富规模也随之平稳增长,尤其是个人资产在1000万元以上的高净值人士的数量和总体金融资产总量增长迅速,成为了各私人银行争夺的焦点。我国私人银行作为向社会高净值客户提供的个性化的顶级财富管理金融服务的机构,在中国个人财富高速增长的土壤下,迅速发芽、成长。私人银行的根本是客户,核心工作是维护好客户,工作重点是满足客户需求和期望,工作的最终结果是取得高效益。在国内,传统的商业银行私人银行业务基本上都是通过营业网点来完成,随着信息技术的发展、银行的混业经营、客户的多重需求,私人银行开始进行多渠道建设,以全方面的服务来提高客户的满意度。因此,加强多渠道客户营销能有效的够提升私人银行的服务能力,创新能力,从而提高核心竞争力和盈利能力。本文以私人银行多渠道客户营销为研究对象,对私人银行客户及营销进行了分析和阐述,明确了国内私人银行的目标客户及其特征,分析了国内私人银行客户的具体需求,介绍了私人银行的具体产品和服务,并以中国建设银行私人银行为例,全面系统的剖析了该行的多渠道客户多渠道客户营销模式。在利用该模式对真实营销案例进行了方案解决后,总结经验,找出不足以及值得改进的地方,提出改进建议。在总结经验后,结合自身实际工作,构建了北京农商银行私人银行客户营销,增加了方案的实用性,对指导商业银行私人银行如何进行综合性客户营销方面有积极作用。
[Abstract]:With the steady advance of the Chinese economy and the sustained growth of the total economic volume, the overall wealth scale of domestic residents has also steadily increased, especially the number of high-net-worth individuals with personal assets above 10 million yuan and the total amount of overall financial assets. China's private banks, as an institution providing individual top wealth management financial services to high net worth clients in the society, have sprouted rapidly under the rapid growth of personal wealth in China. Growth. The core job of the private bank is to maintain the customer. The focus of the work is to meet the needs and expectations of the customer. The end result of the work is to achieve high efficiency. The traditional private banking business of commercial banks is basically completed through business outlets. With the development of information technology, the mixed operation of banks and the multiple needs of customers, private banks begin to build up multiple channels. Therefore, strengthening multi-channel customer marketing can effectively enhance the service ability and innovation ability of private banks. In order to improve the core competitiveness and profitability, this paper takes the multi-channel customer marketing of private banks as the research object, analyzes and expounds the private bank customers and marketing, and clarifies the target customers and their characteristics of domestic private banks. This paper analyzes the specific needs of domestic private bank customers, introduces the specific products and services of the private bank, and takes the private bank of China Construction Bank as an example. This paper analyzes the multi-channel and multi-channel customer marketing mode of the bank. After using the model to solve the real marketing cases, the author summarizes the experience, finds out the shortcomings and worthy of improvement. After summing up the experience and combining with its own practical work, the author has constructed the private bank customer marketing of Beijing Agricultural and Commercial Bank, which has increased the practicability of the scheme. To guide commercial banks private banks how to conduct comprehensive customer marketing has an active role.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2
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本文编号：1601986