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近年来，我国私人财富管理行业进入新的时期，同时也面临更大挑战，私
人资产管理市场呈现出风险偏好差异化、资产配置全球化、个人财富传承化等
发展趋势。调查数据显示，预计在未来 15 年内，我国拥有高资产额的家庭将达
到 380 万户左右。然而，中国工商银行吉林省分行私人银中心在吉林省地区开
展时间较晚，中心设立至今虽然市场规模有所扩大，与其他地区甚至东北三省
地区相比，其私人银行业务的市场拓展工作还存在一定的问题与差距
因此，为响应我国相关部门提出金融服务业深化改革政策号召，满足广大
现有的和潜在的高净值客户群体多远化的财富管理需求，同时提升中国工商银
行吉林省分行私人银行的经营水平及利润，吉林省分行私人银行中心也应积极
参与到活跃个人资本金融市场工作中，创新产品服务，改善传统的经营思维，
联合一切优势资源进一步开拓本地高净值客户市场，同时，制定有效的市场开
拓战略，从而提升私人银行的整体服务质量
为探明中国工商银行吉林省分行私人银行中心市场拓展工作存在的问题，
并提出行之有效的解决方案，本文以吉林省分行私人银行为研究对象，以理论
与实践相结合的原则为基础，分别运用了文献资料法、访问法、观察法和 SWOT
分析法四种研究方法，综合探讨分行私人银行的经营环境及市场策略选择。首
先，通过文献资料法了解私人银行即市场营销方向的学术理论，大致明确本文II
的理论研究基础，对比整理国内、国外学者的研究成果；其次，采用访问法和
观察法实地调查吉林省分行私人银行的市场营销现状与问题所在，发现分行私
人银行的市场定位存在不足；再次，结合观察法和 SWOT 分析法对分行私人银行
的实际市场环境进行分析，清楚了解其宏观及微观环境，并以 SWOT 分析法从四
大方面研究分行私人银行的经营环境特征；最后，从分行私人银行的市场定位、
营销组合方向 提出私人银行的市场策略，并制定可帮助策略顺利实施的保障
措施
关键词：
私人银行业务，市场营销环境，目标市场，市场营销组合策略III
Abstract
Research on the Market Development Strategy of Private Banking in
ICBC Jilin Branch
In the global economy tends to integration of the environment, the country&39;s
financial services industry reform, innovation, and strive for higher asset management
market share. Relying on the booming market economy, a large number of wealthy
individuals with large personal assets gradually increased, the formation of a high net
worth or ultra-high net worth groups. The group for personal wealth management put
forward new requirements, and hope that its assets can be maintained or even
appreciation, so as to provide a favorable condition for the development of modern
private banking business.
In recent years, China&39;s private wealth management industry has entered a new
era, but also face greater challenges, private asset management market presents the
development trend of risk preference difference, global asset allocation, personal
wealth inheritance etc.. Survey data show that in the next 15 years, China has a high
amount of assets of households will reach about 3 million 800 thousand. Among them,
the high net worth population mainly concentrated in Guangdong, Jiangsu, Zhejiang,
Sichuan and other 7 regions, the development of private banks in the region is also
better than other provinces and cities. Since its establishment in 2008, the private
bank of ICBC, from the original high net worth customers more than 4 thousand and
300, in 2015 reached about 53000 people, the business development of private
banking centers in various regions is also very rapid.
However, the Jilin branch of private banking center to carry out late in the
center area of Jilin Province, established although the market scale has been expanded,
but compared with other regions, and even the northeast region, the private banking
business market development work also has some problems and gaps. Therefore, for
the financial services industry policies to deepen the reform of China&39;s relevantIV
departments in response to meet the current and potential customers of how far the
high net worth wealth management needs, improve the management level and profit
ICBC Jilin branch of private banking at the same time, Jilin Province branch of the
private banking center should also be actively involved in the personal financial
capital active in the market, innovative products and services, improve the traditional
management thinking, combined with all the advantages of resources to further
develop the local market for high net worth clients, at the same time, to develop
effective marketing strategies, so as to enhance the overall service quality of private
banks.
As the center of the private banking market proven ICBC Jilin branch
development problems and propose effective solutions, this paper takes Jilin Province
branch of private banks as the research object, based on the combination of theory
and practice principle, respectively using the method of literature, interview,
observation and analysis of four SWOT research methods, selection of business
environment and market strategy of integrated private bank branch. First, understand
that the private banking marketing direction through the method of literature and
academic, roughly defined the basic theory research, comparison research results of
domestic and foreign scholars; secondly, the investigation of current marketing
situation and problems of Jilin Province branch of the private bank by interview
method and observation method, find the market positioning of private banking the
insufficient; again, combining with the observation method and SWOT analysis
method to analyze the actual environment of private banking market, a clear
understanding of the macro and micro environment, and SWOT analysis to study the
characteristics of private banking business environment from four aspects; finally, the
private banking market strategy from market orientation, private branch the bank&39;s
marketing direction, and security measures can help the smooth implementation of
the strategy.
Keywords:
Private banking; marketing environment; target market; marking combination
strategyV
目 录
第 1 章 绪论....... 1
1.1 研究背景与意义 .... 1
1.2 研究方法与内容 .... 3
1.3 理论基础与文献综述 ........ 3
第 2 章 中国工商银行吉林省分行私人银行业务市场营销的现状与
问题 ........... 6
2.1 私人银行业务概述6
2.2 私人银行业务市场营销的现状 .... 9
2.3 私人银行市场营销存在的问题 .. 11
第 3 章 中国工商银行吉林省分行私人银行业务的市场环境分析 15
3.1 宏观环境分析 ...... 15
3.2 微观环境分析 ...... 19
3.3 SWOT 分析.......... 24
第 4 章 中国工商银行吉林省分行私人银行业务市场开拓策略制定
与实施保障......... 29
4.1 私人银行业务市场定位策略 ...... 29
4.2 私人银行业务服务营销组合策略 .......... 31VI
4.3 私人银行业务市场开拓策略的实施保障.......... 34
结 论 .........
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