摘要:在现代银行业发展中,私人银行业务以其低风险高回报的特
点成为商业银行领域最重要的组成部分。伴随着我国富豪人数和个人
平均资产拥有量的逐年增加,中国私人银行业务的发展显示出了巨大
的市场增长潜力;另一方面,随着中国金融业的全面开放,具有丰富
经验的外资银行己经在纷纷抢占拥有巨大潜力的中国私人银行业务
市场,而我国商业银行的私人银行业务还未完全展开,我国的商业银
行在发展私人银行业务方面面临着巨大的挑战。因此本文选择笔者所
在地乐清联合村镇银行私人银行业务中关键一环营销策略作为研究
对象,既能在理论上丰富我国私人银行业务的研究,又能在实际中对
乐清联合村镇银行以及其他商业银行幵展私人银行业务提供指导。
本文阐述了私人银行的概念和特点,以及当前我国私人银行发展
的现状;采用波特五力模型和SWOT分析法对乐清联合村镇银行的
经营现状和发展私人银行业务的环境进行了分析,并进一步在市场细
分的基础上,提出了聚焦浙江高端客户群体的市场定位;从产品、价
格、渠道、服务、促销等方面研究了乐清联合村镇银行私人银行业务
的营销策略;最后从组织、人力、资金、团队激励等方面提出了营销
策略实施的保障措施。
关键词:村镇银行;私人银行;营销策略
分类号:
The Marketing Strategy Research Of Private banking
business Of Yueqing United Rural Bank
Abstract: It becomes a most important service that the business of private
bank of a commercial bank for its characteristic of low-risk and
high-return business with the development of modem banking. With the
number of China's richest individuals have a volume of average assets
increased year by year, the development of China's private banking
business showed a huge market growth potential; On the other hand, with
the full liberalization of China's financial sector has experienced
foreign-funded banks have been have seized upon the enormous potential
of the Chinese private banking market, while China's commercial banks
in private banking business not yet been fully launched, China's
commercial banks in the development of private banking business, faces
enormous challenges. This article select the Yueqing Private Banking
United towns, in key part of marketing strategy as the object of study,
both theoretically rich private banking business in China, but also to
carry out in practice on our bank Private Banking provides guidance.
This paper describes the concept and characteristics of private
banking, as well as the current status of the development of China's
private banks, a more comprehensive analysis of the current Bank
Development Private Banking favorable and unfavorable factors;
principle of Porter's five forces and SWOT analysis of Yueqing United
village banks operating status, concluded and proposed market
segmentation, focusing Zhejiang high-end customer base, to provide
differentiated services market positioning, product strategy through the
development of structural and financial use of diversified pricing method
to improve pricing, as well as to carry out the Premium Sales, bundling
and other promotional activities, strengthen the banking service strategy
to build a high-quality team of client managers and other marketing
strategies to meet the needs of target customers.
Keys WORDS: Village banks; Private Banking; Marketing Strategy
Classification: