1 分类号，F832.21 学校代码，10697 密 级，公开 学 号，201732076 硕士专业学位论文 Dissertation for the Professional Degree of Master M 银行私人银行业务营销管理问题研究 学科名称，工商管理 专业学位类别，工商管理硕士 作者， 严朔 指导老师: 岳宏志教授 西北大学学位评定委员会 二○一九年西北大学学位论文知识产权声明书 本人完全了解西北大学关于收集、保存、使用学位论文的规定。学校 有权保留并向国家有关部门或机构送交论文的复印件和电子版。本人允许 论文被查阅和借阅。本人授权西北大学可以将本学位论文的全部或部分内 容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存 和汇编本学位论文。同时授权中国科学技术信息研究所等机构将本学位论 文收录到《中国学位论文全文数据库》或其它相关数据库。 保密论文待解密后适用本声明。 学位论文作者签名， 指导教师签名， 2019 年 5 月 25 日 2019 年 5 月 25 日 --------------------------------------------------------- 西北大学学位论文独创性声明 本人声明，所呈交的学位论文是本人在导师指导下进行的研究工作及 取得的研究成果。据我所知，除了文中特别加以标注和致谢的地方外，本 文不包含其他人已经发表或撰写过的研究成果，也不包含为获得西北大学 或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对本 研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。 学位论文作者签名， 2019 年 5 月 25 日摘要 I 摘要 进入 21 世纪第二个 10 年，随着我国步入中等收入国家行列，私人银行业务作为新 兴的业务在我发展比较迅速，潜力较大。然而，私人银行业务快速发展也给商业银行带 来了不少发展中的问题，商业银行一哄而起设立私人银行业务部门，致使产品单一，同 质化严重，营销管理跟不上私人银行业务发展的步伐等。论文从 M 银行私人银行业务 营销管理视角切入，分析该行私人银行业务营销管理现状及问题，得出优化的路径及对 策，以利提高银行业务竞争力。 论文首先阐述了国内外私人银行的发展，结合笔者所在 M 银行的私人银行业务现 状，对 M 银行私人银行业务所存在的问题进行分析，并通过对高净值客户的问卷调查， 发展 M 银行存在着私人银行业务品牌影响力不足，私人银行业务产品单一，同质化严 重；客户服务体系跟不上发展需求；营销人员素质有待提高，行内培训滞后；缺少品牌 意识，产品服务创新力不足等问题，针对这些问题，论文深入分析产生问题的原因，最 终提出有针对性的对策建议，包括以重视品牌建设，加强产品差异化，完善营销服务体 系，简化流程，降低成本为主要内容的 M 银行私人银行业务营销管理优化方案以及加 强营销管理培训，提升员工服务意识及专业素质，健全服务平台及公司架构，加强风险 及绩效管理等等配套措施，以确保优化策略得以实施。 本文研究的问题在国内私人银行业务中有一定的普遍性和代表性，通过对 M 银行 私人银行业务的研究，探索出适合 M 银行私人银行业务营销管理之路，也给其他同行 提供一些借鉴和启发。 关键词，私人银行，产品差异化，营销管理，SWOT，服务营销理论西北大学硕士学位论文 II Abstract In the second decade of the 21st century, as China has entered the ranks of middle-income countries, private banking as an emerging business has developed rapidly and has great potential. However, the rapid development of private banking has also brought many development problems to commercial banks: commercial banks have set up private banking departments, resulting in a single product, serious homogenization, and marketing management cannot keep up with private banking. The pace of development, etc. The thesis cuts into the private banking business management management perspective of M Bank, analyzes the current situation of the bank's private banking business management, and discusses the problems and strategies of the bank's private banking marketing management optimization to improve the competitiveness of the banking business. Firstly, the thesis expounds the development of private banks at home and abroad, and analyzes the the current status and problems existing in the private banking business of M Bank. Through the questionnaire survey of high-net-worth clients, the development of M Bank has a lack of influence on the brand of private banking business. The products of private banking are single and the homogenization is serious. The customer service system cannot keep up with the development needs; the quality of marketing personnel needs to be improved, and the training in the industry lags behind. Lack of brand awareness, insufficient product service innovation, etc., in response to these problems, the thesis analyzes the causes of the problems in depth, and finally proposes targeted countermeasures, including focusing on brand building, strengthening product differentiation, and improving the marketing service system. Simplify the process, reduce costs as the main content of M Bank's private banking marketing management optimization program and strengthen marketing management training, enhance employee service awareness and professional quality, improve service platform and company structure, strengthen risk and performance management and other supporting measures, which ensure the optimal strategy is implemented effectively meet the needs of high net worth clients. The problems studied in this thesis have certain universality and representativeness in the domestic private banking business. Through the research on the private banking business of M Bank, we explore the road suitable for the private banking business management of MAbstract III Bank, which also provide some reference and inspiration to other peers. Keywords: Private Bank, Product differentiation, Marketing Strategy, SWOT, Service Marketing Theory西北大学硕士学位论文 IV 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义 .......................................................................................................... 1 1.1.1 研究背景 ........................................................................................................... 1 1.1.2 研究意义 ........................................................................................................... 2 1.2 研究思路及框架 .......................................................................................................... 2 1.2.1 研究思路 ........................................................................................................... 2 1.2.2 研究框架 ........................................................................................................... 2 1.3 研究内容及方法 .......................................................................................................... 3 1.3.1 研究内容 ........................................................................................................... 3 1.3.2 研究方法 ........................................................................................................... 4 1.4 可能的创新之处 .......................................................................................................... 4 第 2 章 相关理论与文献综述..................................................................................................5 2.1 相关概念 ...................................................................................................................... 5 2.1.1 私人银行 ........................................................................................................... 5 2.1.2 私人银行主要业务 ........................................................................................... 6 2.1.3 私人银行业务的特点 ....................................................................................... 7 2.2 相关理论依据 .............................................................................................................. 8 2.2.1 4C 营销理论 ..................................................................................................... 8 2.2.2 7P 服务营销理论 .............................................................................................. 9 2.3 国内外私人银行业务的崛起与发展 ..................