【作者】 张丽华；

【导师】 刘海鸥； 魏飞；

【作者基本信息】 燕山大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 随着中国经济的稳步增长和居民个人可支配收入的逐步增加,高净值用户数量呈现指数级增长的态势。经济进入高质量发展阶段,以及由此带来高净值用户日益增多的可支配收入所汇集而成的资金池为各大银行带来了新的收入增长点,带动银行发展进入一个新台阶。私人银行被誉为“皇冠上的明珠”,在银行日常办事事务中与其他条线的业务相比,具有典型的高贡献、高回报、高估值、低资本、低波动等特点,但是我国当前私人银行市场竞争较为激烈。本文通过现有资料分析,对M银行私人银行产品的营销战略进行了分析,从六个部分对M银行Q分行私人银行业务的营销情况进行研究。首先描述了M银行Q分行私人银行业务营销策略研究的研究背景以及研究意义,探究了国内外私人银行业务的文献研究动态,阐明了研究内容和方法,介绍了私人银行、7P营销理论和市场细分理论的主要内容。其次,介绍了M银行Q分行的基本情况,剖析了当前M银行Q分行私人银行产品营销存在的问题,再次,借助PEST、五力模型对M银行Q分行私人银行产品市场营销的外部环境和行业环境进行了分析,并基于7P营销理论,从产品策略、价格策略、渠道策略、促销策略、人本策略、私人银行实体化有形展示策略和过程管理策略等方面提出了优化私人银行营销问题的对应策略。最后,从多方协同保护措施、人才保障措施和制度文化三方面解释了如何保障以上营销策略的顺利实施。更多还原

【Abstract】 With the steady growth of China’s economy and the gradual increase of individual disposable income,the number of high net worth users shows an exponential growth trend.The economy has entered the stage of high-quality development,and the fund pool formed by the increasing disposable income of high net worth users has brought new income growth points to the major banks,driving the development of banks to a new level.Private bank is known as "the Pearl on the crown".Compared with other business lines,private bank has the typical characteristics of high contribution,high return,overvalued value,low capital and low fluctuation.However,the current market competition of private banking in China is more intense.Based on the analysis of existing data,this paper analyzes the marketing strategy of M bank’s private banking products,and studies the marketing situation of private banking business of Q branch of M bank from six parts.Firstly,this paper describes the research background and significance of the research on marketing strategy of private banking business of Q branch of M bank,explores the literature research trends of private banking at home and abroad,clarifies the research contents and methods,and introduces the main contents of private banking,7p marketing theory and market segmentation theory.Secondly,it introduces the basic situation of Q branch of M bank,introduces the external environment and industry environment of marketing,analyzes the existing problems of product marketing of Private Bank of Q branch of M bank,and based on the 7p marketing theory,from the aspects of product strategy,price strategy,channel strategy,promotion strategy,humanistic strategy,materialized visible display strategy and process management strategy of private bank This paper puts forward the corresponding strategies to optimize the marketing problems of private banks.Finally,it explains how to ensure the smooth implementation of the above marketing strategies from three aspects: multi-party collaborative protection measures,talent protection measures and system culture.更多还原