10126-31903128
分类号 密级
U D C 编号
内蒙古大学
中国建设银行Z 分行私人银行
业务竞争战略研究
学院： 经济管理学院
专业：工商管理
研究方向： 战略管理
学生姓名： 王 琴
指导教师： 郭晓川
2022 年 6 月原 创 性 声 明
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日 期： 2022 年 6 月 日 期： 2022 年 6 月
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日 期： 2022 年 6 月 日 期： 2022 年 6 月 摘 要
稳定的经济发展促使我国的高净值群体规模得到持续性扩张，这为处于竞争
激烈中的商业银行提供了新的市场空间。商业银行通过开发个性化服务，将这些
资产高层级客户发展成私人银行客户。中国建设银行是国有四大行之一，也从未
来银行业发展的层面，对私人银行业务展开布局，探索发展对拥有600 万元及以
上资产规模高净值客群的针对性服务，并促使此类金融性与非金融性增值服务向
专业化、综合化发展。中国建设银行 Z 分行历经多年的经营与发展，私人银行业
务取得了良好的经营业绩与发展成果，但同时也面临着组织结构不尽完善、价值
创造能力不足、资源配置效率不高等战略问题，因此，针对中国建设银行 Z 分行
的私人银行业务在市场竞争战略方面情况进行研究，对于优化中国建设银行 Z 分
行的私人银行业务发展有很强的现实指导意义。
基于以上研究背景，本论文结合企业战略管理与竞争战略等相关理论，通过
运用波特五力模型、PEST 研究分析法等战略工具，对中国建设银行Z 分行在发展
私人银行业务过程中的状况进行分析，首先对其私人银行业务在发展过程所面临
的组织结构不尽完善、价值创造能力不足、资源配置效率不高等战略困惑进行分
析，然后通过综合分析其私人银行业务所处的内、外部环境，得出其私人银行业
务目前所面临的机遇有财富市场空间巨大、金融市场环境净化、客户投资理念转
变、金融科技提升质效，威胁有市场竞争日趋激烈、替代产品威胁加剧，优势为
集团联动优势、渠道客户优势、同业领先优势，劣势为资产配置结构单一、专业
团队能力欠缺。通过运用SWOT 分析法，得出中国建设银行Z 分行在发展私人银
行业务方面应采取差异化竞争战略，其战略实施核心为营销机制差异化、品牌建
设差异化、服务渠道差异化、服务团队差异化；最后提出基础管理保障、联动机
制保障、人力资源保障、风险防控保障、科技力量保障五项保障措施以确保差异
化竞争战略顺利落地，助力中国建设银行Z 分行的私人银行业务健康有序发展。
希望通过本论文的研究结论，为中国建设银行 Z 分行制定私人银行业务发展
战略提供积极参考，以期在日趋激烈的市场竞争中赢得更多市场份额，同时为同
业其他金融机构的私人银行业务发展起到一些参考和借鉴作用。
关键词：中国建设银行 Z 分行，私人银行业务，竞争战略
IAbstract
Stable economic development promotes the continuous expansion of China;s high
net worth groups, which provides new market space for commercial banks in the fierce
competition. Commercial banks develop these asset high-level customers into private
banking customers by developing personalized services. As one of the four major
state-owned banks, CCB is also planning its private banking business from the
perspective of future banking development, exploring the development of targeted
services for high net worth customers with assets of 6 million yuan or more, and
promoting the professional and comprehensive development of such financial and
non-financial value-added services. CCB;s Z branch, after many years of operation and
development of private banking business results achieved good operating performance
and development, but also facing the organization structure is not perfect, lacking the
ability to value creation and low efficiency of the resource allocation strategy, therefore,
on the bank of construction, Z private banking business in the market competition
strategy research, It has a strong practical guiding significance for optimizing the
private banking business development of Z Branch of CCB.
Based on the above research background, this paper analyzes the situation of China
Construction Bank Z Branch in the process of developing private banking business by
using porter;s Five Forces model, PEST research and analysis and other strategic tools
in combination with relevant theories of enterprise strategic management and
competitive strategy. Firstly, it analyzes the strategic confusion of its private banking
business in the development process, such as imperfect organizational structure,
insufficient value creation ability and low efficiency of resource allocation. Then, it
comprehensively analyzes the internal and external environment of its private banking
business. It is concluded that the private bank is facing the opportunity of has a huge
market space of wealth, financial market environment purification, customer investment
idea transformation, financial technology improves quality and threats have intensified
market competition, substitute products of advantage for the customers, channel group
relate advantage advantage, trade lead, disadvantage for asset allocation structure of a
single, professional team. Through SWOT analysis, it is concluded that Z Branch of
IICCB should adopt differentiated competition strategy in the development of private
banking business. The core of its strategy implementation is differentiation of marketing
mechanism, differentiation of brand building, differentiation of service channels and
differentiation of service team. Finally, five guarantee measures, including basic
management guarantee, linkage mechanism guarantee, human resources guarantee, risk
prevention and control guarantee and scientific and technological force guarantee, are
proposed to ensure the smooth implementation of differentiated competition strategy
and promote the healthy and orderly development of private banking business of CCB
BRANCH Z.
It is hoped that the research conclusion of this paper can provide positive reference
for China Construction Bank Z Branch to formulate the private banking business
development strategy, in order to win more market share in the increasingly fierce
market competition, and at the same time provide some reference for the development
of private banking business of other financial institutions in the same industry.
Key words: China Construction Bank Z Branch, Private banking business, Competitive
strategy
III