摘要
在互联网经济全球发展的背景下，互联网金融行业对商业银行造成了巨大的
冲击，传统业务已经不足以维持运营，创新拓展业务迫在眉睫。目前，国内高净
值人群规模迅速扩大，财富管理业务具有巨大的潜在用户和资金市场。因此，在
探索转型路径时，商业银行纷纷将目标聚集于财富管理业务。对商业银行来说，
面对全新激烈的业务环境，拓展财富管理业务市场是提高竞争力的关键途径
本文以花旗银行长沙分行财富管理业务为研究对象，客观分析了当前财富管
理业务的拓展策略。首先，结合外部环境以及内部业务现状，运用SWOT分析方
法，比较花旗银行长沙分行的优势、劣势、机会和威胁；然后，根据花旗银行长
沙分行财富管理业务的战略发展目标，借鉴先进银行的成功经验，从市场细分、
市场定位、营销组合策略等三个方面整合设计财富管理拓展策略；最后，为了保
障有效实施设计所制定的财富管理拓展策略，形成针对优势、劣势，机遇、威胁
等4个方面的战略实施步骤，并且从网点建设、营销渠道、客户分类、客户服务、
理财产品、人才培养、法律合规等7个角度出发提出有效建议。研究发现，虽然
花旗银行长沙分行建行短短几年，但依托于花旗银行全球网络和客户优势，通过
多元化营销、拓展网点建设、本土化理财产品等策略将进一步增强业务竞争力，
扩大市场份额
本文结合实际为花旗银行长沙分行设计了多方位的财富管理业务拓展策略，
为将来长沙分行制定财富管理业务拓展起到参考作用。同时，也希望通过本研究
可以弥补拓展策略在财富管理业务拓展领域应用研究的不足，推动财富管理业务
领域的发展
关键词：花旗银行长沙分行；财富管理；业务拓展策略
工商管理硕士学位论文
III
Abstract
In the context of global development of Internet economy, the Internet financial
industry has caused a huge impact on commercial banks, the traditional business is not
enough to maintain operations, innovation and expansion imminent. Today,,The rapid
expansion of the domestic population of high net worth, wealth management business
has huge potential users and capital markets. Therefore, in exploring the path of
transformation, commercial banks have gathered their goals in the wealth management
business. For commercial banks, facing the new and fierce business environment,
expanding wealth management market is the key to improve the competitiveness.
This article takes the wealth management business of Changsha Branch of Citibank
as the object of study. Objective analysis of the current development framework of the
wealth management business.First of all, combined with the external environment and
internal business situation, using the SWOT analysis method, comparison of the
advantages and disadvantages, opportunities and threats, and then according to
Changsha Branch of Citibank of wealth management business strategic development
goals, learn from the successful experience of advanced banks, from the three aspects of
market segmentation, market positioning, marketing strategy and integration design of
wealth management development strategy; Finally,in order to ensure the effective
implementation of wealth management design formulated development strategy, puts
forward the advantages and disadvantages, opportunities and threats of the four aspects
of strategic choice and implementation steps, and put forward effective suggestions
from the network construction, marketing channels, customer classification, customer
service, financial products, personnel training, and legal compliance of these seven
aspects. The study found that, Changsha Branch of Citibank was established just a few
years age, but relying on Citibank's global network and customer advantages,
localization of financial products and other strategies will further enhance business
competitiveness and expand market share, through diversified marketing, expand the
network construction.
In this paper, the wealth management business development strategy is designed
for Changsha Branch of Citibank , which will serve as a reference for the development
of wealth management business in Changsha Branch in the future. At the same time, it
is expected that this research can make up for the lack of research on the application of
花旗银行长沙分行财富管理业务拓展策略研究
IV
expansion strategy in the field of wealth management,and promote the development of
wealth management business.
Key Words: Changsha Branch of Citibank; Wealth management; Business
development strategy。