大连理工大学专业学位硕士学位论文
摘
要
随着中国经济的快速发展，居民个人财富不断聚集，特别是近年来商业模式和创富
模式的变革，高净值人群的规模及可投资资产日益扩大。高净值人群不仅需要财富的保
值增值，在国内外综合资产配置、税务规划、家族传承等方面更是有专业化、定制化、
多元化的金融服务要求。过去传统单一的理财业务已经很难满足他们持续变化的、综合
性的、个性化的家族资产管理需求，这对于目前国内商业银行专门成立的私人银行业务
部门的发展来说将迎来新的机遇和挑战。浦发银行 DL分行是辽宁地区管理型分行，鉴
于区域内较高的经济发展水平和高净值人群集中度较高等情况，DL 分行不仅负责落实
总行在该地区的战略意图，也有独立制定区域竞争战略的权利，根据市场情况制定自身
业务竞争战略，以更好地拓展客户，提升市场地位，获得市场资源。
本文基于对我国商业银行私人银行业务发展历程的研究，针对浦发银行私人银行的
多个核心要素，从不同角度深入研究目前的发展状况，结合并对标参考境内、境外各类
型私人银行业务发展的经验，以浦发银行 DL分行为例，分析在高净值人群专业且多元
化金融服务需求增长、高净值人群投资心态的变化、资管新规的实行和推进、互联网金
融发展以及金融业逐步开放的背景下，商业银行私人银行业务所面临的机遇和挑战。结
合目前财富管理市场、金融服务内涵的变化、我国对外开放带来的国际同业竞争等，对
比浦发银行 DL分行与 DL地区其他同业的私人银行业务，并通过梳理各银行的业务，
结合 SWOT分析工具，比较浦发银行 DL分行和其他竞争对手的优势劣势，结合环境和
自身禀赋，选择合适的细分市场，并调整当前的竞争战略。
同时，本文通过结合案例的深入分析和科学的国内外相关理论，从新的角度切入研
究，以同业竞争的优势战略为切入点，分析商业银行私人业务的竞争路径，提炼总结出
实操理论和业务效率实现的建议，为我国商业银行面对新战场、新竞争内涵的私人银行
业务给出建设性的、便于落地和执行的竞争战略。
关键词：私 人 银 行； 浦 发 银 行 ； 竞 争 战 略
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浦发银行DL分行私人银行业务竞争战略研究
Research on Private Banking Business Competitive Strategy of
Shanghai Pudong Development Bank Dalian Branch
Abstract
With the rapiddevelopment of China's economy,residents' personal wealth keeps
accumulating. Especially in recent years, the business model and wealth creation model have
changed, and the scale and investable assets of the high net worth population have been
expanding day by day. High net worth individuals not only need to maintain and increase their
wealth,butalsohavespecialized,customizedanddiversifiedfinancialservicesin
comprehensive asset allocation at home and abroad, such as tax planning, legal isolation and
family inheritance. Traditional single wealth management business has been difficult to meet
ultra-high net worth customers who have created and owned a lot of wealth that ever-changing
comprehensive and personalized family asset management needs. The development of the
business sector will usher in new opportunities and challenges. SPDB DL Branch is a managed
branch in Liaoning. Inview of the high level of economicdevelopment and the high
concentration of high-net-worth individuals in the region, with the development of the private
banking business in the region，It is highly competitive in the industry. DL Branch is not only
responsible for implementing the head office’s strategic intention of the region ,but also needs
to specify its own business competition strategy according to the market situation,in order to
better expand customers, enhance market position and obtain market resources.
Based on the research onthe development process of private banking business of
commercial banks in my country, this paper aims at the core elements of Shanghai Pudong
Development Bank’sprivatebanking, andconducts anin-depth studyof thecurrent
development status from different perspectives experience, this paper takes DL Branch of
SPDB Bank as an example, and analyses the opportunities and challenges that commercial
banks' private banking business faces in the context of the growing demand for professional and
diversified financial services, the change of investment mentality of high net worth individuals,
the implementation and promotion of new capital management regulations, the development of
Internet finance and the gradual opening up of the financial industry. With the combination of
the current changes in the wealth management and the essence of financial services, as well as
the international competition brought caused by China's opening up to the outside world.
Comparing the private banking business of SPDB DL branch and other peers in the DL region,
And by sorting out the business of each bank，and combining with SWOT analysis tools,
comparing the advantages and disadvantages of SPDB DL branch and other competitors, and
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大连理工大学专业学位硕士学位论文
combining theenvironment andtheir own endowments,select theappropriate details.
segment the market and adjust the current competitive strategy.
At the same time, this paper combines the in-depth analysis of cases and the relevant
scientific theories at home and abroad, it is starts the research from a new perspective, and takes
the competitive strategyof horizontal competitionas the starting pointto analyze the
competitive path of the private business of commercial banks. Be able to extract and summarize
practical theories and suggestions for the realization of business operation efficiency, Provide
constructive, easy-to-implement and implement development strategies for private banking
business facing new battlefields and new competition connotations for commercial banks in my
country.
Key Words：Private Bank; Shanghai Pudong Development Bank; Competitive Strategy
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