本人声明兹呈交的学位论文是本人在导师指导下完成的研究成
果。论文写作中不包含其他人已经发表或撰写过的研究内容，如参考
他人或集体的科研成果，均在论文中以明确的方式说明。本人依法享
有和承担由此论文所产生的权利和责任。
摘要
摘 要
改革开放后，我国国有和民营经济体迅速发展，国内金融市场日趋活跃，富
裕人群日益增多，对财富管理的需求也不断提高，为商业银行带来机遇，也带来
挑战。C银行福建分行作为福建当地最早一批开展私人银行业务的商业银行，乘
着福建民营经济发达、富人增多、客户基础好的东风，其私人银行客户数与金融
资产已双双跃居福建当地同业首位。但是，随着福建私人银行市场的扩大和发展，
各大商业银行，以及信托、保险、证券、财富管理公司等财富管理行业的相关机
构也开始进军当地市场。同时，富裕人群对私人银行服务的多样性和个性化也提
出了更高要求。中美贸易摩擦、突如其来的疫情又给市场环境带来巨大的变化，
对富裕人群的企业经营和财富管理理念带来显著影响，也给 C 银行福建分行私
人银行业务发展带来阻碍。C银行福建分行在私人银行客户金融资产持续攀升的
同时，私人银行客户数的增速却在下滑，与同业的差距正在被逐步缩小等。
基于这样的背景，本文以 C 银行福建分行私人银行业务为例，借助 7Ps 营
销理论及 STP 理论，通过参考国内外文献、查找行内外数据资料、访谈、现场
调查和问卷调查等方式，从产品、价格、渠道、促销、人员、营销过程、有形展
示等角度分析目前 C 银行福建分行私人银行业务的营销策略，发现存在以下问
题：产品服务列表偏少、定价策略出台迟缓、销售渠道缺乏管理、促销受众面小
且内容匮乏、专业人员配备不足、营销过程未从客户需求出发和服务专区老旧使
用率低等。最后结合 C 银行福建分行内外部环境情况，分析其外部存在的机遇
和威胁、内部优势和劣势，针对性地提出具体的改进方案和保障措施。
总之，本文基于市场营销的相关理论，对 C 银行福建分行私人银行业务进
行分析和研究，旨在寻找差距，解决问题，也为其他银行私人银行业务营销提供
可参考的依据。
关键词： 私人银行业务；私人银行中心；营销策略
I
华侨大学硕士学位论文
Abstract
After the reform and opening up, China's state-ownedand privateeconomies
have developed rapidly, the domestic financial market has become increasingly
active, the number of wealthy people has increased,and the demand for wealth
managementhas alsoincreased,whichhasbroughtboth opportunitiesand
challengesto commercialbanks. As one of the first commercialbanks to carry
outprivatebankingbusinessin Fujian,C BankFujianBranchhastaken
advantageof the developed privateeconomy in Fujianand benefittedfrom the
increaseof rich peopleand a good customerbase, whosenumber of private
banking clientsand financialassets have both on top of the local bank market
in Fujian. However, with the expansionand developmentof the private banking
marketinFujian,majorcommercialbanks,aswellastrusts,insurances,
securities,wealth managementcompanies and other relevant institutionsin the
wealth managementindustry also began to enter the local market.At the same
time, the rich people also put forward higher requirementsfor the diversityand
individualityof private banking services.Sino-us trade frictionsand the sudden
outbreak of the epidemic have brought huge changesto the market environment,
significantlyaffectingthe business operationand wealth managementconcepts
of the wealthy,and hinderingthe developmentof the private banking business
of C Bank Fujian Branch. While the financial assetsof private bankingclients
of C Bank Fujian Branchcontinueto rise, the growthrate of the numberof
privatebankingclientsis declining,andthe gap with theindustryis being
graduallynarrowed.
Based on this background,this paper takes the privatebanking businessof
Fujian Branch of Bank C as an example, with the help of 7PS marketingtheory
and STP theory,from the aspectsof Product,Price, Place, Promotion,People,
Process, Physical evidence,to analyze the current marketing strategyof private
banking businessof FujianBranch of Bank C from the perspectiveof tangible
II