【作者】 王悦；

【导师】 胡海鸥；

【作者基本信息】 上海交通大学 ， 工商管理， 2012， 硕士

【摘要】 私人银行是指商业银行以财富管理为核心，面向社会富裕人士所提供的一揽子专业化、差异化、专属化、私密化的金融及非金融服务，其涉及面贯穿整个金融行业的各个领域，包括信托、保险、投资银行、共同基金等。随着中国改革开放这30年中国经济的高速增长，中国的富裕人群增长迅速，国内的私人银行也开始起步。历经四年的市场竞争洗礼，中国私人银行已初步摸索到行业的特点，并逐步形成了具有中国特色的业务模式。民生银行的私人银行成立于2008年7月，是国内第一家以事业部模式成立的私人银行。在发展的过程中，民生银行私人银行取得了部分的成绩，在客户定位、品牌形象、非金融特色服务中都有着非常好的思路，但是在整体的发展模式上遇到了瓶颈：一方面在外部环境上，目前的分业经营格局和监管制度，制约着它的发展；另一方面，在自身的业务模式，产品开发、部门协作及人员素质上都遇到了问题。本文对国外私人银行，重点是欧洲市场、美国市场及超高端服务市场，在发展和演变的过程中遇到的问题并形成的服务模式进行了分析。欧洲市场客户以传承为主，因此大都是以资产管理为核心；美国市场则是新生财富人群为主，因此以经纪商服务模式为核心，而超高端市场大都为家族式企业，现在主流的服务模式是家庭办公室。借鉴国外的这些经验，从国内新兴财富市场的特点和民生银行民营企业客户战略入手，本文提出了适合民生银行的综合发展模式：以经纪商模式为基础，以资产管理模式为补充，以家庭办公室管家模式为升级形态。同时，立足民生银行自身特点和优势，为其更好发展私人银行业务提供策略建议，尤其在产品策略和撮合平台上凸显其特色。更多还原

【Abstract】 Private banking in commercial banks focuses on wealth management,provides professional, differential, customized and private financial andnon-financial services to the high net wealth individuals. It covers a varietyrange of products in the financial industry, including trust, insurance,investment banking and mutual funds etc. With the rapid economic growth ofChina during the recent30years, the number of high net wealth Chineseincreased very fast and therefore, the private banking services began to set upin China. After four years of competition, private banking in China found thecharacteristics of the market and gradually formed a business model withChinese characteristics.China Minsheng Bank’s private banking founded in July2008, it was thefirst private banking established in division mode in China.China MinshengBank’s private banking has made some achievements during the development period, with good strategies in customer positioning, brand image andnon-financial services. However there are still some problems: externalenvironment is on the one hand, the separate operation system and regulatorysystem restricted its development; On the other hand, it needs furtherimprovements in its own business model, product development, andcollaboration with other departments.This essay analyzed the problems that foreign private banking,especially the European market, the U.S. market, and high-end market,encountered in the process of development and how the service mode wasdecided. European customers focus on heritage therefore European modebased on asset management; U.S. customers were newborn rich, so brokermode is the best choice, and the high-end market mostly were family-ownedenterprise, so the suitable service mode is the home office. Therefore, on thebasis of advanced experiences of foreign and local private banks, this essaystarts from the analysis of the high net wealth market and customer needs,provides the most suitable development mode for China Minsheng Bank: Acomprehension mode based on brokers mode with asset management mode,and the home office mode is its upgrade mode. Meanwhile, the essay provideadvices of a better private banking development strategy based on its owncharacteristics and advantages of China Minsheng Bank.更多还原