J银行江苏省分行私人银行业务营销策略研究

【作者】 王冠；

【导师】 胡海；

【作者基本信息】 南京师范大学 ， 工商管理（专业学位）， 2018， 硕士

【摘要】 截至2016年底,中国个人持有的资产总量达到165万亿人民币,其中资产总量在1千万人民币以上的中国高净值人数达到158万人,高净值人士持有可投资资产49万亿人民币。回顾2015-2016年,中国宏观经济发展在“新常态”下呈现L型走势,中国私人财富市场保持较快增速发展,巨大的财富市场为中国商业银行私人银行发展创造了前所未有的机遇和日趋激烈的挑战。商业银行要想在这样的市场环境中脱颖而出,除了依赖其核心的战略管理和集团发展能力,更为重要的是要建立多项资源整合的综合营销策略。近年来,面对庞大的私人银行市场,我国商业银行普遍缺乏针对私人银行业务清晰的营销策略,以J银行江苏省分行为例,现行的营销策略与传统零售银行模式雷同,一般通过价格战、贴补营销费用、绩效考核等手段推进产品销售工作,长此以往,不仅是对高净值人士的财富资源形成浪费,也是对私人银行业务盈利水平产生了影响,更是在巨大的市场竞争机会面前,极大地减弱对于高净值人士可投资资产的管理能力。在这样的背景下,如何制定可持续的、有竞争力的私人银行业务营销策略,显得尤为重要和迫切。本文充分研究了国内外相关理论研究成果,以如何制定契合J银行江苏省分行私人银行自身禀赋的营销策略为中心内容进行研究。首先,归纳了私人银行营销策略相关理论,对国内外私人银行营销策略的发展历程做了全面的阐述。然后,以J银行江苏省分行的私人银行业务作为案例分析,从多种角度分析指出其在目标市场细分和营销策略执行层面仍暴露出很多问题。最后,在上述分析的基础上,结合营销管理的相关理论,为J银行江苏省分行私人银行业务的成功运作制定营销策略的综合解决方案。本文基于理论与实践相结合的原则,充分运用了文献研究法、案例研究法、定性分析法、数据分析法等研究方法,从市场细分、目标市场、营销组合等多角度研究概括其营销策略,从客户经营和营销实效等角度定性其营销策略的实施效果,并将研究结果与营销管理的理论相结合,建立适合J银行江苏省分行发展的私人银行营销策略,提出崭新的营销模式:尊重私人银行业务发展规律,真正以客户为中心,实现私人银行业务由产品销售向客户营销转变,践行私人银行业务向高净值客户提供更为专业的服务、满足客户更深层次的需求的重要价值。更多还原

【Abstract】 By the end of 2016,the total amount of investable assets held by Chinese individuals reached 165 trillion RMB,among which the number of Chinese high-net-worth clients with investable assets above 10 million RMB reached 1.58 million,and high-net-worth clients with investable assets of 49 trillion RMB.Looking back on 2015-2016,China’s macroeconomic development presented an 1-shaped trend under the"new normal".China’s private wealth market continued to maintain rapid growth,and the huge wealth market provided unprecedented development opportunities and increasingly fierce market challenges for China’s commercial Banks’ private banking business.In order to stand out in such a market environment,commercial Banks should not only rely on their core strategic management and group development ability,but also establish a comprehensive marketing strategy of multiple resource integration.In recent years,in the face of huge private banking market,commercial Banks in China lack for private banking business clear marketing strategy,take J Bank Jiangsu Branch as an example,the current marketing strategy and the traditional retail banking model is similar,usually by the price war,supplement the marketing expenses,such as performance appraisal means to promote the sales of products,in the long run,is not only a wealth of high net worth individuals form a waste of resources,to maximize the profitability of private banking,especially in front of the huge market competition opportunity greatly weaken the commercial bank for high net worth individuals to invest the management ability.In this context,how to formulate a sustainable and competitive marketing strategy for private banking business is particularly important and urgent.This paper has fully studied the relevant theoretical research results at home and abroad,focusing on how to develop a marketing strategy that matches the endowment of private Banks in Jiangsu branch of bank J.First of all,it summarizes the basic theory of private bank marketing strategy,and comprehensively expounds the development process of private bank marketing strategy at home and abroad.Then,taking private banking business of Jiangsu branch of bank J as a case study,point out from various perspectives that many problems have been exposed at target market segmentation and marketing strategy implementation.The current situation of its marketing strategy is analyzed from a variety of perspectives,and the existing deficiencies and constraints are further analyzed.Finally,on the basis of the above analysis and combined with the relevant theories of marketing management,a comprehensive solution of marketing strategy is formulated for bank J Jiangsu branch.In this paper,based on the principle of combining theory with practice,the integrated use of literature research and empirical analysis,case study,qualitative analysis and data analysis methods,from the angles such as market segmentation,target market,marketing mix study summarized its marketing strategy,from the aspects of customer management and marketing effectiveness qualitatively the effect of marketing strategy,and combining the results with the theory of marketing management,set up suitable for the development of J bank branches in Jiangsu province private bank marketing strategy,put forward a new marketing mode:We respect the law of private banking business development,truly focus on customers,realize the transformation of private banking business from product sales to customer marketing,and practice the important value of private banking business to provide more professional services to high-net-worth clients and meet their deeper needs.更多还原