A商业银行私人银行产品优化研究
姓名：卢俊承
导师姓名：陆琳教授
专业名称：工商管理研究方向：市场营销与运营管理
年级：2020级
中文摘要
对于私人银行的定义，是指为高资产人士提供的私人金融资产管理和投资的服
务。私人银行业务是商业银行业务“皇冠”上的“夜明珠”，它的主要内容是客户
资产的管理与保值增值。与银行的传统零售业务比较而言，私人银行的业务在金融
风险管理、满足客户价值追求、服务的客群等方面有显著的不同。私人银行可以为
它自己的高净值资产客户提供的服务和产品内容专业化、多样化。私人银行的发源
地可以追溯到中世纪的欧洲的瑞士日内瓦，但中国的商业银行直到 2007年才正式开
展私人银行业务。随着中国改革开放的深入，中国的高资产人士伴随中国经济高速
增长而越来越多，这部分人士迅速扩大的综合理财需要，为中国私人银行业务发展
提供坚强的支撑和奠定坚实的基础。所以，面对还没有得到充分满足的庞大中国富
豪私人财富市场，中国私人银行业务具有长足的发展空间。与此同时，新冠疫情带
来的客户投资态度转变、政府和监管部门给予的有力支持等，为中国私人银行业务
的发展开辟了新机遇。
发展私人银行业务、开发私人银行产品，对于 A商业银行来说，有其本身的劣
势和优势，也有挑战和机遇。A商业银行发展私人银行业务有得天独厚的条件，比
如完善的网络优势和广泛的客户基础，但其发展也受到了一些阻碍，比如制度的制
约和匮乏专业的人才。中国经济在进入二十一世纪以后快速增长，使得国内外私人
银行将目光转向中国市场，可以预料随之而来的银行间的竞争将变得十分激烈。所
以，A商业银行亟需升级优化私人银行产品，迎接私人银行市场前所未有的国际、
国内激烈竞争。
基于 A商业银行私人银行产品目前存在的问题以及同类银行的成功实践经验，A
商业银行的私人银行产品升级优化可以从下面六个方向进行改进：一是扎根本土客
户，建立私人银行客户再细分模式；二是秉承差异化原则，制定发展计划提升战略
定位；三是适度超前健全产品管理机制，构建产品经理专家队伍；四是打造动态开
放式、专业化产品平台，构建护城河；五是加强探索新产品研发，建立私人银行专
属产品体系；六是加大产品系统科技研发费用投入，拥抱智能化新战场。
I
商业银行的金融产品升级优化是一项系统而又复杂的工程，私人银行产品的开
发只是其中的一部分。在信息时代，应该从整个银行管理的战略高度来探索如何做
好 A商业银行私人银行产品的优化工作。A商业银行在优化私人银行产品时可以健
全组织架构，提供组织保障；提高产品创新能力，提供创新保障；建立专业队伍，
提供人力保障；加快数字化转型，提供技术保障，我们有理由相信 A商业银行私人
银行产品优化无论在理论研究还是在实践探索上都将取得长足进展。
关键词：商业银行私人银行，对标分析，VRIO分析，私人银行产品优化
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Research on private banking product optimization of A commercial
bank
Graduate student: Lu Juncheng
Tutor: Lu Lin Professor
Major: Business Management
Direction: Marketing and Operations Management
Grade:2020
Abstract
The definition of private banking refers to the private financial asset management and
investment services provided only for high-net-worth individuals. Private banking is the
"night pearl"on the"crown" ofcommercial banking,and itsmain contentis the
management, preservationandappreciation ofcustomer assetspared withthe
traditional retail business of banks, the business of private banking is significantly different
in terms of financial risk management, satisfying customer value pursuit, and serving
customer groups. A private bank can specialize and diversify the services and product
content it provides to its own high-net-worth clients. The birthplace of private banking can
be traced back to Geneva, Switzerland, in medieval Europe, but Chinese commercial banks
did not officially start private banking business until 2007. With the deepening of China's
reform and opening up, there are more and more high-net-worth individuals in China with
the rapid growth of China's economy. The rapidly expanding wealth management needs of
these individuals have laid a solid foundation for the development of China's private
banking business. Therefore, in the face of the huge private wealth market of China's
richest people, which has not been fully satisfied, China's private banking business has
considerable room for development. At the same time, the changes in customer investment
attitudes brought about by the COVID-19 pandemic and the strong support from the
governmentandregulatory authoritieshaveopenedup newopportunitiesforthe
development of China's private banking business.
For A commercial bank, developing private banking business and developing private
banking products has its own disadvantages and advantages, as well as challenges and
opportunities. A commercial bankhas unique conditions todevelop private banking
business, suchas perfectnetwork advantagesand extensivecustomer base,but its
development is also hindered by some obstacles, such as system constraints and lack of
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