摘要

作为一种高端业务,私人银行业务在优化客户资源、优化内部管理、优化市

场品牌等方面助推商业银行战略转型发挥更加积极的作用。本文通过运用市场营

销及管理的相关理论、知识以及理念,结合ZS银行私人银行市场营销的现状、业

务发展的优势、劣势、面临的机会与威胁进行了分析。提出了 ZS银行私人银行业

务营销策略,从而达到帮助其在市场竞争中抢占先机、抢夺份额,大力推广私人

银行业务产品,提高产品交叉销售力度,拓展客户群体,增加客户忠诚度与贡献

度,增强市场竞争力。

我国私人银行业务发展迅速,并形成了相对成熟、稳定的服务模式。目前ZS

银行采取的是“1+N”团队服务模式,共同为私人银行客户量身打造一整套财富管

理规划。然而,私人银行这一新鲜事物,在国内的发展过程中暴露出一系列问题,

产品同质化严重,政策法律限制,人才培养机制匮乏,缺乏对客户的掌控力以及

渠道建设比较单薄等。通过SWOT分析看出,ZS银行私人银行应克服私人银行业

务发展的中的不足来化解威胁,使得ZS银行私人银行业务更加迅速稳健的发展。

ZS银行私人银行营销策略应选择:ZS银行私人银行客户细分及模式,从管理

模式来看,由于这类客户需要非常专业、全面的财富管理服务,所以ZS银行私人

银行整合各部门优势的“事业部模式”是最佳选择。强化私人银行服务7P策略,

依托ZS银行私人银行的品牌效应,通过在服务中和信息交流中强调与服务相联系

的重要性。前台销售及客户管理策略,设置客户开发经理,加强客户开发经理与

客户经理的合作,构建客户经理与客服中心相结合的服务渠道。市场研究及投资

顾问建设策略,ZS银行应该建立高水平的市场研究及投资顾问团队,这是专业化

的体现,也是私人银行业务的重要差异化点。加强市场营销产品管理的策略,包

括产品管理,市场营销管理以及客户经理管理。设计私人银行业务运营流程框架,

市场营销流程应该包括4个二级流程:市场分析、细分客户、制定营销计划、管

理营销计划。做好ZS银行私人银行流动性风险及声誉风险管理等。

关键词:商业银行;私人银行;营销;ZS银行

山东大学硕士学位论文

ABSTRACT

Asa high-end business, private banking business in the optimization of

customer resources, optimize the internal management, optimize the market as well as

brand transition to boost commercial banks play a more positive role. In this

paper, according to the relevant theory, the use of marketing

and management knowledge and ideas, combined with the status quo, development of

business marketing of ZS bank private bank's advantages and disadvantages, facing the

opportunity and threat analysis. Put forward the marketing strategy of the private

banking business of ZS bank,so as to help them in the market competition to seize the

initiative, rob share, vigorously promote private banking products, improve

product cross selling efforts, expand the customer group, increase customer loyalty and

contribution, to enhance the market competitiveness.

The rapid development of China's private banking business, and formed a

relatively mature, stable service mode. At present, ZS bank is taken l+N team service

mode, common for private banking customers tailored to a set of wealth management

planning. However, this new thing of private banking, exposed a series of problems in

the process of development in China, product homogenization serious,policy and legal

constraints, lack of talent training mechanism, lack of customer control and channel

construction relatively thin. Through the SWOT analysis to see, ZS bank private bank

should overcome the development of private banking business in to defuse the threat,

the ZS private banking is more rapid and steady development.

The marketing strategy of private bank ZS bank should choose: ZS private banking

customer segmentation and pattern, from the management point of view, because the

customer needs a very professional, comprehensive wealth management services, so ZS

private banking integration advantages of various departments business model is the

best choice. Strengthening the private banking service 7P strategy,brand effect based on

ZS bank, by emphasizing the importance of in service and in the exchange of

information associated with the service. The sales and customer management strategy,

customer development manager, strengthen customer development manager and

customer manager cooperation, service channel construction of client manager and