G银行南昌分行私人银行业务营销策略研究

江西财经大学攻读硕士学位研究生学位论文G银行南昌分行私人银行业务营销策略研究ResearchonthePrivateBankingMarketingStrategyofGCommercialBankNanchangBranch硕士生姓名学号学院（所）专业指导教师摘要随着我国经济的快速发展，居民家庭财富的积累不断增加，尤其是高收入群里的数量不断增多，我国已经逐渐形成了富裕阶层，他们成为各银行争相争夺的目标客户。高净值人群逐年递增为国内私银业务的发展打下了坚实的基础。与此同时，金融服务行业正在被国家大力发展，同时，我国正逐步放开的银行业涉足其他行业的限制也创造着良好的外部环境。国内外银行势力争相抢占高端市场，国内私银业务也已从最初小范围的开展发展成了特色、专业、深度，同时探寻客户核心需求和价值实现的综合私银体系。南昌是江西省省会，作为政治、文化、经济、科技的中心，具有连接东西、贯通南北的特殊战略地位及枢纽作用。同时，南昌是华中地区最大经济中心之一。南昌同时也是沿海商业贸易与中西部地区的中转要地。南昌的银行中，私银业务尚处于起步时期，营销及维护客户的水平还暂时处于较低水平，且业务的开展也较北上广深等一线城市、及沿海地区国有银行、股份制银行的私人银行部门相对落后。在日渐竞争激烈的私人银行业务市场上，G银行南昌分行能否分得一杯羹，并进一步发展，是一个亟待研究解决的问题。因此本文选取目前南昌地区银行零售业务排名前三的G银行南昌分行作为主研究对象，通过本文的研究，探讨私人银行产品营销策略，突破业务开展瓶颈，提升业务层次，同时能够以点及面，为国内其他地区的私银业务开展的提供借鉴意义。本文主要采用举例法、比较法，通过对其他国有银行、股份制银行的私人银行产品营销策略进行较详细的研究对比，同时对G银行南昌分行的私银业务外部及内部环境，和运营发展中存在的原因和问题进行探索。以此为基本，再进行SWOT分析，归纳并整理出一套切实可行并符合实际的营销策略，力图提高我行在同业激烈竞争局面中的竞争力。作为一名长期从事私人银行业务的工作者，希望此篇文章能给从事私人银行业务的相关机构和人员有所启发和帮助。关键词：私人银行业务；营销策略；商业银行AbstractWiththerapiddevelopmentofChina'seconomy,andtheincreasingaccumulationofhouseholdwealth,especiallythegrowinghigh-incomegroups,Chinahasgraduallyformedthegroupofwealthylevel.Thosepeoplehavebecomeallbanks’favoratetargetcustomers.Thesteadilyincreasingnumberofhighnet-worthindividualshaslaidasolidfoundationforthedevelopmentofprivatebankingbusiness.Inaddition,ourstatestronglysupportthefinancialservicesindustry,andgraduallydecontroltherestrictionsinotherindustriesinvolvedinthebankingsector,italsomakesforthecreationofafavorableexternalenvironment.Foreignbanksanddomesticbanksarecompetingforhighnet-worthclientmarket,andthedomesticbankshavealsobeendevelopedfromtheinitialexploratorytrial,inturntodevelopthecharacteristicsofprofessionalism,depthofexcavationofthecustomers’needsandthevalueofprivatebankingsystem.Nanchang,JiangxiProvince,thepolitical,economic,culturalandscientificcenteroftheprovince,withtheeastandwest,hasauniquestrategicpositionandcommunicationhubofthearea,anditisoneofthelargesteconomiccenterincentralChina.Meanwhile,Nanchangisanimportantfinancialcenter,andcommercialcentralterminalstation.HoweverinthebanksofNanchang,theprivatebankingbusinessisstillinitsinfancy,thelevelofmarketingandcustomermaintenanceisstillatalowerlevelthanthefirst-tiercitiesandcoastalareas.Intheprivatebankingmarket,whetherGBankNanchangBranchcanmakeachanceorevenmakefurtherdevelopmentisaproblem.Therefore,thisarticleselecttheGBankNanchangBranchwhichisofthetopthreeasthemainresearchobject.Toexploreprivatebankingproductmarketingstrategy,tobreakthebottleneckofbusinessdevelopment,andtoimproveoperationallevel,evenfortheotherbanks'privatebankingbusinesstogetanenlightenmentthroughthestudy.Thispaperusestheexample-comparativeresearchmethods,withtheprivatebankingproductsmarketingstrategyofotherstate-ownedbanksandjoint-stockbanksforamoredetailedstudy,andaanalysisofGBankNanchangBranchPrivateBankingofexternalandinternalenvironment,togetherwiththedevelopmentissues.Onthisbasis,weuseSWOTanalysis,integrateanddevelopafeasibleandeffectivemarketingstrategiesinlinewiththeactualoperation,inordertoimproveourcompetitivenessinthefiercecompetition.Asalong-timeprivatebankingworker,Ihopethispaperwillgivetherelevantinstitutionsandpersonsengagedintheprivatebankingbusinesssomeinspirationandhelp.Key-words:PrivateBanking;MarketingStrategy;CommercialBank目录1.绪论..............................................................11.1选题的背景和意义.............................................11.1.1私人银行的基本概念.....................................11.1.2选题研究的学术价值和实践意义...........................11.2国内外文献综述...............................................21.2.1国外文献研究...........................................21.2.2国内文献研究...........................................31.3G银行南昌分行私人银行介绍...................................41.3.1G银行南昌分行私人银行发展历程.........................41.3.2G银行南昌分行私人银行经营体系.........................42.私人银行业务内外部环境分析........................................52.1外部宏观环境分析.............................................52.1.1我国私人银行业务发展概况...............................52.1.2国内银行私人银行业务开展情况...........................62.1.3G银行南昌分行属地特征.................................72.2外部产业环境分析.............................................92.2.1国内外银行私人银行业务优势.............................92.2.2属地同业横向比较.......................................102.2.3目标客户特征分析.......................................112.3内部环境分析.................................................122.3.1私人银行部门内部架构...................................122.3.2私人银行部盈利模式.....................................132.3.3金融产品创新特征.......................................132.4私人银行业务SWOT分析........................................143.G银行南昌分行私人银行业务STP营销战略...........................153.1市场细分......................................................153.2确定目标市场..................................................163.3市场定位......................................................164.G银行南昌分行私人银行业务营销策略...............................174.1产品策略.....................................................174.1.1投资类产品策略.........................................174.1.2融资类产品策略.........................................214.2价格