摘要
摘要
2019年疫情环境影响下，我国经济增速仍然平稳，高净值客户群体增速客
观，同时随着资管新规的出台，私人银行业务风险监管逐步规范，客户的理财观
念、理财方式也有了全新的变化，对私人银行业务的需求量增多，给私人银行业
务发展提供了广阔的市场空间。在这一背景下，国内金融机构开启了私人银行客
户资源的争夺战，目前国内各家银行都在探索私人银行服务营销的转型路线，抓
住政策机遇与市场机遇，抢占私人银行市场份额。G银行昆明分行开展私人银行
业务以来，各项数据增速较缓，当地私人银行市场占有额较低，因此急需立足客
户需求开展服务营销，才能在当地私人银行市场的角逐中立足脚跟并取得发展。
论文在研究 G银行昆明分行私人银行目标群体客户需求的基础上，制定了
相应的 7Ps营销优化策略，研究内容主要包括八个部分。第一部分为绪论，主要
阐述研究的背景与意义，选择的研究方法以及研究创新等。第二部分为国内外研
究现状，分析国内外学者对私人银行业务的定义，以及对私人银行服务营销的相
关研究。第三部分为相关概念与理论基础，阐述私人银行的概念以及业务特点，
对应用的 7Ps营销策略进行说明。第四部分为 G银行昆明分行私人银行服务营
销现状分析，介绍 G银行昆明分行私人银行服务营销概况。第五部分为问卷调
查，对 G银行昆明分行私人银行业务现有客户与潜在目标客户进行问卷调研，
了解客户结构与 7Ps营销需求，以及私人银行服务营销中存在的问题。第六部分
为 SWOT分析，对其服务营销的优势、劣势、机遇和挑战进行分析。第七部分
为私人银行服务营销改进策略，结合客户的需求优化 7Ps服务营销组合。第八部
分为结论与展望，归纳本文的研究结论并对下一步工作进行展望。
关键词：G银行；昆明分行；私人银行；服务营销；
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Abstract
Abstract
Outbreak in 2019 under the influence of the environment, China's economic
growth is still stable, high net worth clients population growth objective, at the same
time as the information technology of the new rules, private banking risk regulation
gradually standard, the customer's financial management concept, management
methods also have new changes, the demand for private banking business,
development for the private banking business has provided a broad market space. In
this context, domestic financial institutions have started the battle for private banking
customer resources. At present, domestic banks are exploring the transformation route
of private banking service marketing, seizing policy opportunities and market
opportunities to seize the market share of private banking. Since the kunming Branch
of G Bank started private banking business, the growth rate of various data has been
slow, and the market share of local private banking is low. Therefore, it is urgent to
carry out service marketing based on customer demand, so as to gain a foothold in the
competition of local private banking market and achieve development.
Based on the research on the customer needs of G Bank Kunming Branch private
bank target group, the paper formulated the corresponding 7Ps marketing
optimization strategy, the research content mainly includes eight parts. The first part
is the introduction, which mainly expounds the background and significance of the
research, the research method selected and the research innovation. The second part is
the research status at home and abroad, analyzing the definition of private banking
business by domestic and foreign scholars and the relevant research on private
banking service marketing. The third part is related concepts and theoretical basis,
expounds the concept and business characteristics of private bank, and explains the
7Ps marketing strategy applied. The fourth part analyzes the current situation of G
Bank Kunming Branch private banking service marketing, and introduces the general
situation of G Bank Kunming Branch private banking service marketing. The fifth
part is a questionnaire survey. It conducts a questionnaire survey on the existing
private banking customers and potential target customers of G Bank Kunming Branch,
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Abstract
so as to understand the customer structure, the marketing needs of 7Ps, and the
existing problems in private banking service marketing. The sixth part is divided into
SWOT analysis, the strengths, weaknesses, opportunities and challenges of its service
marketing are analyzed. The seventh part of the private bank service marketing
improvement strategy, combined with customer needs to optimize the 7Ps service
marketing mix. The eighth part is the conclusion and prospect, summarizes the
research conclusion of this paper and prospects the next work.
Keywords:G bank;Private banks; Services marketing;
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