【作者】 刘畅；

【导师】 陈伟；

【作者基本信息】 哈尔滨工程大学 ， 工商管理硕士（MBA）（专业学位）， 2021， 硕士

【摘要】 发达国家根据资产规模将金融行业服务类型划分为四类,普通、贵宾、私人银行以及家族传承,私人银行要求客户综合资产在100万美元以上,而我国对私人银行定义是针对高净值客户群体提供专属的资产投资和财富管理服务。随着改革开放40年市场经济改革的不断深化,我国私人银行业务有了巨大的发展,现已成为各家商业银行的核心业务,并提供可观的利润增长。随着经济全球化和世界经济一体化的加强,私人银行业务逐渐向专业化、大数据化、细节化和国际化的态势发展,然而我国私人银行在发展中存在发展模式不够成熟、产品单调、专业人才匮乏等现实问题。本文选取G银行H分行作为分析研究对象,结合市场营销学理论基础,运用文献研究法和理论分析法,针对G银行H分行私人银行业务在日常市场营销中产生的突出问题,剖析问题成因。运用PEST方法和SWOT方法分析G银行H分行私人银行业务在市场营销中所处的宏观环境,G银行H分行自身的优点与缺点、外部挑战与机会,并按照4P策略(产品策略、价格策略、渠道策略和促销策略)进行对应的改进。完善高净值客户营销与管理流程,构建全方位的客户服务体系,优化专业性人才培养机制,深入挖掘大数据与互联网技术,并提供全面化、个性化和专业化的稀缺性增值服务。更多还原

【Abstract】 Developed countries divide the financial-industry services into four categories by asset size-ordinary,VIP,private banks,and family inheritance-Where private banks require customers to have comprehensive assets of more than 1 million(US dollar).In comparison,the Chinese definition of private banks entails high net-worth customers,and dedicated asset investment and wealth management services.In the 40 years of Reform and Opening-up,the continuous reform of the market economy has led to tremendous development of Chinese private banking business.It is now the core business and profit growth-point of many commercial banks.With the globalization of economic development,private banking has gradually trended towards more specialization,big date,detail,and international development.However,Chinese private banks have realistic problems such as immature development models,monotonous products,and a lack of professional talent.The article selects G Bank H Branch as a case study,and applies theoretical bases of marketing,It use literature research and theoretical analysis methods,and analyzes the causes of prominent problems that arise in the daily of marketing G Bank H branch ’ s private-banking business.PEST method and SWOT method has been use to analyze the macro environment of G Bank H branch private banking business in marketing and G Bank H branch’s own advantages and disadvantages,external challenges and opportunities,Applying the 4P strategy-Product,pricing,channel and promotion-to make corresponding improvements,the article presents a private-bank marketing strategy for G Bank H Branch.It concludes with the following recommendations:improve the marketing and management process of high-net-worth customers,build a comprehensive customer-service system,optimize the training mechanisms for professional talent,leverage the use of big data and Internet technology,and provide comprehensive,personalized,and professional value-added services.更多还原