【作者】 王敏；

【导师】 李志远；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 改革开放使得中国经济的高速发展,急剧增加的社会财富背后,是以实业企业家为代表的一大批高净值人士,其中约52%的人将传承安排作为家族财富管理的重要目标。面对日益成熟的家族客户、家族传承的窗口期,家族信托作为财富管理的基石工具,近年实现井喷式发展。高净值客户市场竞争异常激烈,通过家族信托提升高净值客户服务能力以防客户流失是LZ银行不得不面对的课题。LZ银行历经25载成为西北资产规模最大的城市商业银行,自成立以来伴随省内民营企业成长,拥有大量的高净值客户,而设立家族信托的客户仅占高净值客户的6%。探索家族信托有效的服务营销策略,是提升高净值客户服务能力的有效方式。首先,论文对家族信托研究成果从法律、监管、业务模式、需求分析、市场定位和营销六个方面进行阐述。其次基于7Ps营销理论,梳理LZ银行家族信托营销策略现状;再次,通过对在LZ银行资产规模300万元以上客户的问卷调查和理财经理访谈结果总结分析营销现状存在的问题及成因;最后通过对业务所处的营销环境及STP战略分析,基于7Ps提出解决营销策略现存问题的方法,并制定策略实施的保障措施。论文研究提出,基于7Ps理论优化营销策略,包括丰富产品组合,差异化定价,兼顾行内外营销渠道,人员专业度提升,加大推广设立行业标杆,建立管理系统优化流程,借助有形展示提升客户体验等多个方面。论文对LZ银行家族信托业务营销策略的优化研究,可在一定程度上为家族信托的业务发展提供支持,有利于提升服务高净值客户的能力。同时,对未设置私人银行的城市商业银行家族信托业务提供了有益的借鉴。更多还原

【Abstract】 Behind the rapid development of China’s economy and the sharp increase of social wealth brought by reform and opening up are a large number of high net worth individuals represented by industrial entrepreneurs.About 52% of them regard inheritance arrangement as one of the important choices of wealth management.Family trust,as a cornerstone tool of wealth management,has developed rapidly in recent years.After 25 years,LZ Bank has become the largest urban commercial bank in northwest China in terms of assets.Since its establishment,it has grown with private enterprises in the province and has a large number of high net worth customers.However,the customers who set up family trust account for only 6% of the high net worth customers.It is a task that LZ Bank has to face to improve the service ability of high net worth customers through family trust business to prevent customer loss.Firstly,based on the 7Ps marketing theory,this paper combs the current marketing strategy of LZ Bank’s family trust business.Secondly,through the questionnaire survey and interview results of financial managers of clients with assets of more than 3 million yuan in LZ Bank,the existing problems and causes of marketing are summarized and analyzed.Finally,based on the analysis of the marketing environment and STP strategy of the business,this paper proposes solutions to the marketing strategy problems of LZ Bank family trust business based on 7Ps,and formulates the guarantee measures for the implementation of the strategy.This paper puts forward that these seven aspects can play a positive role in business marketing and development by designing product mix,differentiating pricing strategy,taking into account internal and external marketing channels,improving professional degree of staff,increasing promotion and setting up industry benchmark,establishing management system optimization process,and improving customer experience with tangible display.The research on the optimization of marketing strategy of LZ Bank’s family trust business can provide support for the business development of family trust to a certain extent and improve the ability to serve high net worth customers.At the same time,it provides a useful reference for the family trust business of urban commercial banks without private banks.更多还原