目录 第 1 章 导 言...................................................................................................................1 1.1 选题背景..............................................................................................................1 1.2 研究意义..............................................................................................................2 1.3 文献综述..............................................................................................................3 1.4 研究方法..............................................................................................................5 1.5 研究内容..............................................................................................................5 第 2 章 私人银行客户概述及集群化营销理论基础...................................................7 2.1 工行系统内集群化营销概念..............................................................................7 2.2 私人银行概念简述、客户类型及业务特征......................................................8 2.2.1 私人银行相关概念简述............................................................................8 2.2.2 私人银行客户类型....................................................................................8 2.2.3 私人银行业务特征....................................................................................9 2.3 市场营销相关理论............................................................................................10 第 3 章 工行 NC 分行房地产行业私银业务发展现状及存在的问题........................12 3.1 工行 NC 分行房地产行业私银业务发展现状.................................................12 3.2 NC 地区房地产行业发展现状分析..................................................................14 3.2.1 政策动态..................................................................................................14 3.2.2 市场分析..................................................................................................16 3.2.3 运行情况..................................................................................................16 3.3 工行 NC 分行房地产行业私银业务发展存在的问题分析.............................17 3.3.1 营销理念问题..........................................................................................19 3.3.2 专业服务问题..........................................................................................19 3.3.3 获客渠道问题..........................................................................................19 第 4 章 工行 NC 分行房地产行业私银客户需求分析................................................21 4.1 房地产行业私银客户潜力分析........................................................................21 4.2 房地产行业私银客户需求调研........................................................................22 4.2.1 内部访谈调研..........................................................................................22 4.2.2 外部客户问卷调查..................................................................................23II 4.3 房地产行业私银客户需求分析........................................................................31 4.3.1 客群概述..................................................................................................32 4.3.2 共性需求及特征......................................................................................32 4.3.3 个性需求及特征......................................................................................33 第 5 章 工行 NC 分行房地产行业私银客户营销策略................................................35 5.1 利用客户共性需求，开展集群化营销............................................................35 5.2 设计综合服务方案，落实集群化成效............................................................36 5.2.1 团队组建、建立机制..............................................................................36 5.2.2 设计产品、重拳出击..............................................................................36 5.2.3 邀约活动、建立关系..............................................................................37 5.2.4 跟进营销、促成效果..............................................................................37 5.3 根据客户个性需求，差异化服务营销............................................................37 5.4 集群化营销适用化复制推广............................................................................38 第 6 章 结论与展望.....................................................................................................39 6.1 结论....................................................................................................................39 6.2 研究展望............................................................................................................39