密级
硕士学位论文
（全日制专业学位硕士）
题目： PA 银行私人银行客户流失原因及对策研究
（英文）：Research on the reasons and Countermeasures of private
bank customer loss of PA bank
研究生学号： 20132301025
研究生姓名：熊伟
指导教师姓名、职称：刘枚莲 教授
申请学位类别：工商管理硕士（MBA）
专业名称： 工商管理
论文答辩日期： 2022 年 6 月
摘 要
摘 要
随着我国经济的快速腾飞，金融行业不断深入发展，私人银行业务在我国拥有
广阔的前景。我国高净值客户数量不断增多，各大银行的私人银行业务蓬勃发展，
私人银行客户成为了各大银行竞相争抢的重要客户资源。随着各大头部银行不断更
迭产品与服务，其他银行的客户流失问题逐步显现，越来越多的客户更倾向选择头
部私人银行作为自己的财富管理银行。PA银行私人银行业务规模较小，如何与头部
银行竞争，获得更高的市场份额，减少客户流失是其亟待解决的关键问题。本文从
PA 银行 N 分行私人银行客户流失切入，对其客户流失的现状进行总结，调查客户流
失的原因，进而提出相应的对策，以期能够提高 PA 银行 N 分行私人银行客户管理能
力，增强市场竞争力。
本文选择 2019-2021 年 PA 银行 N 分行私人银行客户数据进行分析，发现目前私
人银行客户规模增速放缓、保有率持续下降、资金增速下降及地区差距大的现象；
基于 7P 理论以问卷调查的方式了解客户对 PA 银行私人银行的评价，分析PA 银行私
人银行客户流失的原因，主要有：产品多样性不足、产品收益率低、客户经理专业
度有待提高、客户信息安全性低、私人银行网点服务质量不够高等；本文结合 7P 理
论为 PA 银行私人银行降低客户流失提供对策，包括：依托PA 集团优势拓宽私人银
行产品创新、根据产品与客户需求的多样化制定价格策略、强化广告宣传创意设计
和精准营销、充分发挥互联网渠道优势补齐短板、注重一线人才培养和团队建设、
强化私人银行内部管理机制、提升私人银行硬件和软件的有形展示投入，期望能够
为 PA 银行私人银行的客户管理提供参考与借鉴。
关键词：PA 银行私人银行 客户流失 客户管理
I
Abstract
Abstract
With the rapid development of China;s economy and the continuous in-depth
development of the financial industry, private banking has broad prospects in China. The
number of high net worth customers in China is increasing, and the private banking business
of major banks is booming. Private banking customers have become an important customer
resource for major banks. With the continuous change of products and services of major head
banks, the problem of customer loss of other banks has gradually emerged, and more and
more customers prefer to choose head private banks as their own wealth management banks.
The private banking business of PA bank is small. How to compete with the head bank,
obtain higher market share and reduce customer churn is the key problem to be solved
urgently. This paper starts with the loss of private bank customers in n branch of PA bank,
summarizes the current situation of customer loss, investigates the causes of customer loss,
and then puts forward corresponding countermeasures, in order to improve the customer
management ability of private bank in n branch of PA bank and enhance the market
competitiveness.
This paper analyzes the private bank customer data of PA bank from 2019 to 2021, and
finds that at present, the growth rate of private bank customer scale slows down, the retention
rate continues to decline, the capital growth rate decreases and the regional gap is large;
Based on 7P theory, understand the customers; evaluation of PA bank;s private bank by means
of questionnaire, and analyze the reasons for the loss of PA bank;s private bank customers,
mainly including: insufficient product diversity, low product yield, customer manager;s
professionalism to be improved, low customer information security, and insufficient service
quality of private bank outlets; Combined with 7P theory, this paper provides
countermeasures for private banks of PA bank to reduce customer churn, including relying
on the advantages of PA group to expand private bank product innovation, formulating price
strategies according to the diversification of products and customer needs, strengthening
advertising creative design and precision marketing, giving full play to the advantages of
Internet channels, making up for weaknesses, paying attention to front-line talent training
and team construction, strengthening the internal management mechanism of private banks
Improve the tangible display investment of hardware and software of private banks, hoping
to provide reference for the customer management of private banks of PA bank.
Keywords: PA Private Bank ;Customer loss ;Customer Management
II
目录
目录
摘 要 ................... I
Abstract .................... II
1 绪论 ....................... 1
1.1 研究背景及意义 ............. 1
1.1.1 研究背景 .............. 1
1.1.2 研究意义 .............. 1
1.2 国内外研究现状 ............. 2
1.2.1 国外研究现状 ............. 2
1.2.2 国内研究现状 ............. 3
1.2.3 文献评述 .............. 5
1.3 研究内容及方法 ............. 5
1.3.1 研究内容 .............. 5
1.3.2 研究方法 .............. 6
2 相关概念界定及理论基础 ............... 8
2.1 相关概念界定 ................. 8
2.1.1 私人银行业务 ............. 8
2.1.2 私人银行业务的特点 ............... 8
2.2 相关理论基础 ................. 9
2.2.1 客户关系管理相关理论 ........... 9
2.2.2 客户流失概念和影响因素 ............ 10
2.2.3 服务营销理论 .................. 13
3 PA 银行私人银行客户流失分析 ................. 15
3.1 PA 银行私人银行业务简介 .............. 15
3.1.1 PA 银行简介 ............. 15
3.1.2 PA 银行私人银行业务概况 .......... 15
3.2 PA 银行私人银行客户发展概况 ............. 16
3.2.1 私人银行客户规模增速放缓 ............... 16
3.2.2 私人银行客户保有率持续下滑 ........... 16
3.2.3 私人银行客户金融资产增速下降 .............. 17
3.2.4 私人银行客户资产地区差异大 ........... 17
3.2.5 私人银行客户投资占比低 ............ 18
3.3 PA 银行私人银行流失客户特征 ............. 18
III