摘要
建行长春西安大路支行私人银行营销策略研究
私人银行的起源最早可以追溯到16世纪的瑞士，主要服务于欧洲贵族，为
他们提供财务打理和财产规划服务。经过四百多年的发展变革，欧洲的私人银
行营销体系已逐步走向完善。近年来，随着中国改革开放的深入推进，经济迅
猛发展，居民财富也在爆发式增长，国内涌现了一大批富裕人士。对于这些高
端客户而言，传统的银行金融服务已经难以满足他们的金融需求，他们希望自
己的财富能够得到更加专业的管理。然而由于中国的私人银行业务起步晚，实
践经验相对匮乏，人们的认知尚处于较低的水平。如何开拓私人银行市场，抢
占营销先机已经成为各大金融机构所关注的焦点问题
基于上述原因，本文选取了中国建设银行长春西安大路支行私人银行作为
研究对象，从营销管理的角度入手，就建行长春西安大路支行私人银行的营销
策略进行营销环境分析，并提出切实的营销策略建议。本文运用PEST分析法从
政治因素、经济因素、社会因素、技术因素等对建行长春西安大路私人银行的
宏观营销环境进行分析。运用SWOT分析方法，明确建行长春西安大路支行私人
银行发展中存在的优势、劣势、机会以及威胁。最后对西安大路支行私人银行
进行市场细分，阐述其目标市场与市场定位，提出产品策略、价格策略、渠道
策略以及促销策略等方面的策略组合，并从人才队伍建设、电子化水平提升和
管理体系建设角度阐述建行长春西安大路支行私人银行营销策略实施的保障
希望通过本文的研究，能够为建行长春西安大路支行私人银行业务的发展
与提升提供帮助，并可以对国内其他商业银行私人银行的发展提供参考和借鉴
关键字：
私人银行，营销策略，市场定位
II
Abstract
Research on Private Bank Marketing Strategy
of CCB Changchun Xian Road Branch
Private banking originated in Switzerland in the 16th century, and after centuries
of development, European private banking has formed a perfect marketing system. In
recent years, with the deepening of China's reform and development, the economic
has developed rapidly, the living standards of the people are improving every day, a
large number of affluent people have emerged in the country. For these high-end
customers, traditional banking services have struggled to meet their financial needs,
and they want their wealth to be more professionally managed. However, China's
private banking business started late, and people's awareness and acceptance of it is
not high. On the one hand is the huge market demand, on the other hand is the lack of
practical and managerial experience in domestic financial institutions, the
development of private banking business has become a major important issues for
financial institutions.
Based on the above reasons, this paper chooses the China Construction Bank
Changchun Xian road branch private banking as the research object, from the
marketing management point of view, on the commercial Bank Changchun Xian road
branch of the private banking of the marketing strategy of comprehensive analysis,
and put forward practical marketing strategy recommendations. This article uses the
pest analysis method to analyze the macroscopic environment, carries on the
summary and the analysis to the private bank's political factor, the economic factor,
the social culture factor. Using the SWOT analysis method to analyze the marketing
environment, make clear the advantage, disadvantage, opportunity and threat of the
private banking in Changchun Xian road branch of CCB. Finally, Xian road branch
private banking market segmentation, analysis of its target market and market
positioning, put forward product strategy, talent strategy, channel strategy, technology
strategy, and other strategic combinations, and the implementation of the marketing。