图：C ９３密：公开
中分类号级
UD C ：
：本校编号
阌州交遂乂＃
BA
工商管理硕士（M ）学位论文
目业S Ｘ私人业销
论文题：农银行分行银行务营
究
策略研
０８１４０５１
研究生姓名：李育峰学号：
立授
钊：副教
学校指导教师姓名：杜职称
２０１６１２日２０１６年１２月９日
年月５．
论文提交日期：论文答辩日期：
工商管理硕士(MBA)学位论文
农业银行SX 分行私人银行业务营销策略研究
Research on the marketing strategy of private banking business of
Agricultural Bank SX branch
作者姓名：李育峰
研究方向：财务与投融资管理
学号：0814051
导师姓名：杜立钊
完成日期：2016年11月30日
兰州交通大学
Lanzhou Jiaotong University
兰州交通大学工商管理硕士(MBA)学位论文
摘要
我国从上世纪八十年代以来进行了著有成效经济体制的改革，陆续解决了中国各行
各业在发展中的难题，并且在各个领域取得了辉煌的成果，人们的收入成倍增加，投资
消费的观念不断增强，理财意识有了显著提高，当前的普通银行理财产品和服务已经逐
渐不能满足人们对财富管理的需求，银行必须面临着深度的调整，私人银行业务由于其
专业性、私密性和定制化的特点，越来越被广大富裕人士所青睐。农业银行SX 分行私
人银行部于2014年8月成立，截止2016年初，省内的工行、中行、建行都成立了省级
的私人银行部，其他的商业银行也开办了私人银行业务，面对当前产业机构的调整及经
济下行的局面，农业银行SX 分行必须调整营销手段，利用自己的内外资源，在私人银
行业务的发展中开辟属于自己的天地。
本文首先介绍了相关的营销理论及国内外研究的成果，为本文提供研究依据。首先
介绍了私人银行的起源及发展历程，阐述了私人银行的发展状况及特点，重点参考各家
银行的营销模式，本文的核心部分分析了农业银行SX 分行当前的困境以及私人银行业
务的重要性，通过分析内外部营销环境，在机会、威胁、优势、劣势方面利用SWOT 矩
阵模型结合STP 模型，确定农业银行SX 分行的营销策略。本文的最后的结论是全权资
产委托管理和顾问服务为农业银行SX 分行私人银行业务的突破口。
本文在研究的过程中查阅了大量的文献，比较了各大银行的特点，调研了行内外的
大量数据，结合私人银行业务本身特点，找准突破口，制定了完善的营销策略。本文以
农业银行SX 分行的私人银行业务为样本，总结并借鉴了一些国际性银行的发展经验，
完善了本人的研究内容，对SX 分行的私人银行业务的发展及同业都有重要的指导意义。
关键词：私人银行营销策略SWOT 分析法STP 模型
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农业银行SX 分行私人银行业务营销策略研究
Abstract
China carried out the reform of economic system effectively since 1980s,and gradually
solved problems met in the development in all walks of life.The reform has brought brilliant
achievements in various fields.People’s income increased,investment consumption increased,
and people’s financial awareness has been significantly improved.The current ordinary
financial products and service have been unable to meet the demand for wealth management,
so the bank must make deep adjustment.The private banking business increasingly favored
by vast rich people because of its specialty,privacy and customized.The private banking
department of Agricultural Bank SX branch established in August,2014.As of early 2016,
ICBC,Bank of China,China Construction Bank in Shanxi province has established provincial
private banking department and other commercial banks also has set up private banking
business.Faced the adjustment of the current industry organization and the situation of the
economic downturn,the Agricultural Bank SX branch must adjust marketing means,using
their internal and external resources to open up their own world in the development of private
banking business.
Firstly,this paper introduces the marketing theory and the related documents of private
banks,and makes a basis for the follow-up study.It introduces the origin and development of
private banking,characteristics and domestic and foreign private banking development status.
Other banks’marketing mode is our key reference.The core part of this paper is the analysis
of the current dilemma and importance of private banking business in SX branch of the
Agricultural Bank.By analyzing of the internal and external marketing environment,work out
the marketing strategy of SX branch of the Agricultural Bank combining SWOT matrix
model with STP model in the opportunities,threats,strengths and weaknesses.The final
conclusion of this paper is to take discretionary asset management and advisory services as
breakthrough of the private banking business in SX branch of the Agricultural Bank.
This paper consults a lot of literature.By comparing characteristics of each bank,
investigating large amounts of data of the internal and external industry,combining with the
characteristics of private banking business,it finds a breakthrough and formulates the perfect
marketing strategy.The research results of this paper is summed up on the basis of branch of
Agricultural Bank of China in SX,and draws some management experience of domestic and
foreign banks.I believe the research has certain realistic significance for the private banking
business development of SX branch of the Agricultural Bank and so as to the industry
development.
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