I 摘要 A 银行金水支行是所在地区规模最大的二级分行，其私人银行业务目前已开始逐步 发展。截止 2019 年 12 月份的报表数据，金水支行的私行客户数量占比不到全行客户 数的 0.02%，其私人银行业务领域的发展空间还是非常大的，因此我们需要通过制定出 有利于金水支行私人银行业务未来发展的有效解决方案。如果私人银行业务不提升， 就无法增强高价值客户对 A 银行的粘性，如果出现客户大量流失的局面，将间接影响 零售业务、公司业务等多维度业务的发展。 本文通过国内外文献研究，对私人银行业务发展有了进一步了解，尤其高品质的 服务为商业银行带来客户资源的重要性。针对近几年私人银行业务发展报告进行研究， 分析得出目前经济形势下国内财富积累快速提升，中国的高资产客户以飞跃式的增速 跨入了新的阶段，私人银行业发展的空间不断加大，商业银行要通过创新的理念与手 段抓住时代的机遇，依托自身资源、资金、客户基础等优势，在财富管理市场赢得一 定的份额。通过定量分析法对金水支行近几年的数据进行纵向对比，并与系统同业数 据进行横向对比，分析出金水支行私行客户增长速度相比较慢、客户保有率有待提升 两个问题。通过案例分析法，对系统内嘉兴支行业务发展特点及有效措施的分析，借 鉴其在发展初期的经验：坚持常态化规定动作，要将私行业务简单化、周期化、生活 化来做，人人了解私行，人人体验过私人业务办理流程；对招商银行业务持续发展的 成功案例进行分析，对其在人才队伍及业务创新方面做经验借鉴：一是服务体系全面 化，二是创新的服务理念，三是对客户的充分尊重。 最后综合上述的研究分析，结合第三章 A 银行金水支行目前发展的现状，第四章 从客户服务体系、金融产品竞争力、人才队伍等方面的问题分析，以及第五章的先进 经验借鉴，第六章通过定性分析法，提出以下发展措施：一是寻求发展目标，通过与 标杆行数据对比，提出业务发展目标；二是以目标为动力，首先完善服务体系，以丰 富客户活动为基础，创新客户服务平台，并对客户需求大的服务进行进一步补充；三 是提升发行产品竞争力，使产品种类多样化，通过服务优化提升客户关系；四是强化 人才队伍，建立详细的私行内部与网点层面考核机制，提升现有人员专业能力、并选 拔网点优秀客户经理补充专业人员数量，对客户维护更加精细化；五是一定要在加快 发展的基础上把控合规风险，提升金水支行业务的综合提升力，为金水支行提升地区 同业竞争力做出巨大贡献。 关键词：私人银行； A 银行金水支行；发展；问题西北农林科技大学硕士学位论文 II ABSTRACT The Jinshui Sub-branch of Bank A is the largest secondary branch in the region, and its private banking business has begun to develop gradually. As of December 2019, the number of private banking customers of Jinshui Sub-branch accounted for less than 0.02% of the total number of customers in the bank. Private banking has more room for development. Therefore, we need to formulate a Effective solutions for the future development of branch private banking business. If the private banking business does not improve, it will not be possible to increase the stickiness of high-value customers to Bank A. Once customers turn to the same industry, especially the loss of high-end customers, it will indirectly affect the development of multi-dimensional businesses such as retail business and corporate business. Through the research of domestic and foreign literature, this article has a better understanding of the development of private banks, especially the importance of high-quality services to bringing customers into commercial banks. According to the research on private banking business development reports in recent years, the analysis shows that under the current economic situation, domestic wealth accumulation is rapidly increasing. China's high-asset customers have entered a new stage with a rapid growth rate, and the development of private banking industry continues to develop. To increase, commercial banks must seize the opportunities of the times through innovative concepts and methods, rely on their own resources, capital, and customer base to win a certain share in the wealth management market. Through the quantitative analysis method, the data of Jinshui Sub-branch in recent years was compared vertically, and the horizontal comparison with the data of the same industry in the system was carried out. The analysis showed that the growth rate of private customers of Jinshui Sub-branch was relatively slow and the customer retention rate needs to be improved. Through the case analysis method, analyze the characteristics and effective measures of the Jiaxing sub-branch’s business development in the system, and draw on its experience in the early stage of development: adhere to the normalized prescribed actions, and make private business operations simple, periodic, and daily. Everyone understands private banks and has experienced private business handling processes; analyzes successful cases of China Merchants Bank’s continuous business development, and draws on its experience in talent team and business innovation: first, comprehensive service system, second, innovative Service concept, the third is full respect for customers.ABSTRACT III On the basis of the above analysis, combined with the development status of the Jinshui branch of Bank A in Chapter 3, Chapter 4 analyzes the problems in the customer service system,financial product competitiveness, talent team, and the advanced experience of Chapter Five. The sixth chapter proposes the following development measures through qualitative analysis: first, seek development goals, and propose business development goals through comparison with benchmark data; second, use goals as motivation, first improve the service system, and enrich customer activities as the basis. Innovate the customer service platform and further supplement the services with high customer demand; the third is to enhance the competitiveness of issued products, diversify product categories, and improve customer relationships through service optimization; the fourth is to strengthen the talent team and establish detailed internal and private banking The branch-level assessment mechanism enhances the professional capabilities of existing personnel, and selects excellent account managers to supplement the number of professionals, and maintains more refined customer maintenance; fifth, we must control compliance risks on the basis of accelerated development and improve Jinshui branch business The comprehensive improvement power of Jinshui Sub-branch has made a great contribution to enhancing the competitiveness of the regional inter-industry. KEY WORDS: Private bank；Jinshui branch of bankA；development；Problems目 录 I 目 录 摘要...............I ABSTRACTII 第一章 绪论.............................1 1.1 研究背景.......................1 1.2 研究目的及意义...........2 1.2.1 研究目的...........2 1.2.2 研究意义...........2 1.3 国内外研究综述...........2 1.3.1 国外研究综述...2 1.3.2 国内研究综述...4 1.3.3 国内外研究述评..............................4 1.4 研究思路及方法...........5 1.4.1 研究思路...........5 1.4.2 研究方法...........5 第二章 私人银行业务相关理论............................7 2.1 私人银行业务概念.......7 2.1.1 私人银行业务的定义........................7 2.1.2 私人银行业务的特点........................7 2.2 私人银行业务的理论基础..........................7 2.2.1 市场营销理论.....7 2.2.2 客户关系理论.....8 2.2.3 现代资产组合理论............................8 第三章 A 银行金水支行私人银行业务发展现状.............................10 3.1 金水支行私人银行业务简介.....................10 3.1.1 金水支行私人银行业务发展历程..10 3.1.2 金水支行私人银行业务取得的成绩.............................10 3.1.3 金水支行存量私人银行客户分析.. 11 3.2 金水支行私人银行业务发展的巨大潜力.13西北农林科技大学硕士学位论文 II 3.2.1 金水支行私人银行客户提升情况..13 3.2.2 金水支行私人银行业务存在巨大潜力的原因.............13 3.3 金水支行私人银行业务发展存在的问题.14 3.3.1 客户提升速度较慢...........................14 3.3.2 存量客户保有率低..........................15 第四章 A 银行金水支行私人银行业务存在问题原因分析.............17 4.1 客户增值服务体系......17 4.1.1 服务体系使用率低..........................17 4.1.2 特色服务内容缺乏..........................18 4.2 金融产品竞争力..........18 4.2.1 常规产品种类单一..........................18 4.2.2 综合性产品配置率低......................19 4.3 专业人才队伍..............19 4.