【作者】 李梅；

【导师】 韩东林；

【作者基本信息】 安徽大学 ， 工商管理（专业学位）， 2019， 硕士

【摘要】 鉴于我国正不断深化的金融体制改革,国内私人银行客户的营销已经悄然开启新篇章,从最初的讲求数量增长过渡到追求高质量、可持续发展。“资管新规”的落地施行引发了一系列变化:二次洗牌了金融行业;重新分配了资金供、需等多方利益;刚性兑付的魔咒得以打破、产品实行净值化管理、规范资金池业务得以规范、期限错配被明令禁止、非标投资等行为从严监管,使得银行等金融机构无论是在资产端、还是负债端都面临更严格的管理,市场竞争愈演愈烈,给各方带来挑战的同时,也带来了更多的机遇。“资管新规”及利率市场化,使整个社会的融资方式发生巨大变化,金融机构的私人银行专属理财产品规模阶段性缩减,渠道优势减弱。减少资本消耗、降低资本占用是未来金融机构私人银行业务发展的大趋势,这要求私人银行服务要由资产投放转向资金撮合;由资产持有模式转向交易服务模式;由以息差收入为基础的盈利模式向以佣金价差为基础的盈利模式进行转化。本文的理论基础为服务营销策略,遵循“理论原理阐述-现状归纳-影响分析-优化建议”的总体思路,对交通银行A分行私人银行营销现状及问题进行了深入研究及分析,结合“资管新规”及利率市场化对交行A分行服务营销策略的影响,将文献资料研究法、量化对比分析法、案例分析、综合分析等研究方法融会贯通,对“新规”大背景下交通银行A分行服务营销策略的相关因素展开分析,提出从资产端和负债端双重考量,提供资金撮合平台,聚焦优质资产挖掘及专业人才队伍建设,将客户的交易场景和金融场景相互融合,拓宽渠道,完善服务体系,加速管理升级,建立客户权益保障体系,使私人银行服务回归财富管理本源等方面,优化私行客户服务营销策略思路,以期指导实践。更多还原

【Abstract】 With the deepening reform of the national financial system,Customer Marketing of Private Banks in China has entered a new stage,changed from the initial emphasis on quantity growth to high-quality development.The implementation of the New Asset Management Regulations,make financial industry facing redistribution of multi-stakeholder interests.Breaking of rigid cash,Net Value Management of Financial Products,Regulating of Funds Pool,Preventing mismatch of deadlines,Strict Management of Non-standard Investment,both assets aspect and liabilities aspect are subject to stricter regulation of financial products.It is a challenge,but also an opportunity.The New Asset Management Regulations and Interest Rate Liberalization,letting the whole society ’s financing mode changed tremendously.The phased reduce of exclusive WMP in private bank financial organizations,reduction of channel advantage.The trend of private banking in the future is decreasing of the capital consumption and occupancy,all of this requires the service of PB has changed from exclusively capital allocating to funds matching,from asset holding mode to transaction service mode,from relying on interest margin mode to commission and price differences pattern.Based on the service marketing strategy as the theoretical basis,following the overall mentality of the theoretical principle elaboration,the present situation induction,the influence analysis,and optimization suggestions.In-depth analysis of the status and problems of the PB service strategy of Bank of Communications(BCM)A branch,put forward the service marketing strategy optimization suggestions.Making use of Document Analysis,Comparative Analysis,Case Analysis,and comprehensive Analysis Method,under the background of The New Regulations,optimization of PB service marketing strategy of BCM A branch.Providing a platform for Matching-Funds in terms of both assets and liabilities aspect.Focus on the Excavation of High-quality Basic Assets and the Construction of Professional Talents.Integrate customer’s trading scenarios and financial scenarios,Broaden trading channels,and improve service system.Therefore,provide theoretical suggestions and Practice not only for how to optimize the service marketing strategy of A branch,but also for other branch-level financial institutions.更多还原