随着中国经济的高速发展，我国国内生产总值总额与增速持续增长，人均可支 配收入逐年提高，居民的金融资产规模不断扩大，对于财富管理的需求日益迫切。为 了顺应时代的发展，商业银行积极开展金融创新，力求实现结构转型，为了争取更优 质的客户资源，实现利润的大幅提升，面向高净值客户（即本文所指的高端客户）的 财富管理业务相应而生。 兰州银行成立于1997年，在甘肃省境内拥有分支行150余家，凭借着良好的声誉拥 有庞大的客群，截止2018年末个人存款余额达1365亿元。但是，兰州银行财富中心于 2017年初步形成，相对于五大国有银行和各大商业银行起步较晚，业务发展还有许多 需要改进的地方。在同业竞争如此激烈的当下，如何通过更加新颖的营销手段，为高 端客户提供全面的金融服务、满足高端客户多元化的需求、培养客户忠诚度，在高端 客户财富管理业务方面占有一席之地成为兰州银行亟需解决的问题。 本文基于战略管理和营销管理的基础理论知识和环境分析工具，综合运用案例分 析法、文献分析法、问卷调查法等研究方法，聚焦于兰州银行的高端客户营销管理的 实践问题。首先，回顾了国内外高端客户的营销策略研究现状。其次，结合兰州银行 高端客户营销现状与存在的问题，运用PEST分析法以及波特五力模型对宏观环境和 商业银行竞争环境进行了深入的分析，并通过SWOT分析法对兰州银行高端客户营销 的优势、劣势、机会、威胁展开分析研究。在此基础上，运用STP分析法明确兰州银 行的高端客户目标市场定位和差异化定位。运用7Ps营销组合策略，提出适用于兰州 银行高端客户营销策略方面的管理改进方案，最后为实施上述的改进方案提出了相 应的保障措施。 关键词：兰州银行,高端客户,7Ps，营销组合策略,STP MBA学位论文作者：赵静兰州银行高端客户营销策略研究 II ResearchonMarketingStrategyforHigh-endCustomersof LanzhouBank Abstract UnderthebackgroundofChina'srapideconomicdevelopment,China'sgross domesticproduct(GDP)andgrowthratecontinuetogrow,percapitadisposableincome isincreasingyearbyyear,andthescaleofresidents'financialassetsisexpanding,andthe demandforwealthmanagementisincreasinglyurgent.Inordertoconformtothe developmentofthetimes,commercialbanksactivelycarryoutfinancialinnovationand strivetoachievestructuraltransformation.Inordertostriveforbettercustomerresources andachieveasubstantialincreaseinprofits,wealthmanagementservicesforhighnet worthcustomers（inthisthesisnamedasHigh-endcustomers）haveemerged accordingly. LanzhouBankwasestablishedin1997andhasmorethan150branchesandsub- branchesinGansuProvince.Withagoodreputation,LanzhouBankhasalargecustomer base.Atoftheendof2018,thepersonaldepositbalancereached136.5billionyuan. However,LanzhouBankWealthCenterwasinitiallyformedin2017paredwiththe fivemajorstate-ownedbanksandthemajorcommercialbanksinChina,itstartedlate andtherearestillmanyareasforimprovementinbusinessdevelopment.Ascompetition amongpeersissofierce,itbecomesmoreurgentforLanzhouBanktosolvethefollowing problems:Howtoprovidecomprehensivefinancialservicesforhigh-endcustomers,and meettheirdiversifieddemands?Howtocultivatecustomerloyaltyandoccupyaplacein high-endcustomerwealthmanagementbusiness? Basedonthearticlereviewondomesticandforeignhigh-endcustomermarketing strategies,theauthorfocusonthestatusquoandexistingproblemsofLanzhouBank's high-endcustomermarketing,withthetoolsforenvironmentanalysissuchasPEST, Fiveforcesmodel,SWOTtoconductin-depthanalysisofthemacro,industrialandmicro environmentofcommercialbanksofLanzhouBank.Onthisbasis,STPanalysisisalso appliedtoclarifythetargetmarketpositioninganddifferentiatedpositioningofLanzhou MBA学位论文作者：赵静兰州银行高端客户营销策略研究 III Bank.Then7Psmarketingmixstrategywasusedtoputforwardrelevantsuggestionsfor LanzhouBanktoimproveitshigh-endcustomermarketingstrategy.Finally,weprovide thecorrespondingsafeguardmeasurementstoconducttheimprovementsuggestions. Keywords:LanzhouBank,high-endcustomers,7Ps,marketingmixstrategy,STP MBA学位论文作者：赵静兰州银行高端客户营销策略研究 目录 摘要.................................................................................................................Ⅰ Abstract.........................................................................................................Ⅱ 第一章绪论.....................................................................................................1 1.1研究背景、目的及意义.......................................................................................1 1.1.1研究背景.......................................................................................................1 1.1.2研究目的.......................................................................................................1 1.1.3研究意义.......................................................................................................2 1.2研究的内容、方法与思路...................................................................................3 1.2.1研究内容.......................................................................................................3 1.2.2研究方法.......................................................................................................3 1.2.3研究思路.......................................................................................................3 第二章理论综述.............................................................................................5 2.1概念定义...............................................................................................................5 2.1.1高端客户.......................................................................................................5 2.1.2财富管理.......................................................................................................5 2.2理论基础...............................................................................................................5 2.3分析工具...............................................................................................................6 2.3.1PEST分析.....................................................................................................6 2.3.2SWOT分析.....................................................................................................6 2.3.3STP分析.......................................................................................................6 第三章兰州银行高端客户营销现状分析....................................................7 3.1兰州银行简介.......................................................................................................7 3.2兰州银行高端客户营销业务综述.......................................................................7 3.3兰州银行高端客户营销现状调查、现存问题及成因分析...............................9 3.3.1现状调研的设计与实施...............................................................................9 3.3.2兰州银行高端客户营销管理中现存的主要问题.......................................9 3.3.3现存问题的成因分析.................................................................................10 MBA学位论文作者：赵静兰州银行高端客户营销策略研究 第四章兰州银行高端客户营销环境分析..................................................13 4.1宏观环境的PEST分析......................................................................................13 4.1.1政治环境分析.............................................................................................13 4.1.2经济环境分析.............................................................................................13 4.1.3文化环境分析.............................................................................................14 4.1.4技术环境分析.............................................................................................14 4.2同业环境内的高端客户营销策略分析.............................................................15 4.2.1国外商业银行高端客户营销策略分析.....................................................15 4.2.2国有银行高端客户营销策略分析.............................................................16 4.2.3国内股份制商业银行高端客户营销策略分析.........................................16 4.3兰州银行高端客户营销环境的SWOT分析.....................................................17 4.3.1优势分析.....................................................................................................