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论文编号：	14903
作者编号：	2320223881
上传时间：	2024/12/5 21:38:35
中文题目：	ZG银行私人银行业务服务营销策略研究
英文题目：	Research on Services Marketing Tactics of ZG Bank’s Private Banking Business
指导老师：	任星耀
中文关键字：	服务营销策略；私人银行；商业银行
英文关键字：	Services Marketing Tactics；Private Banking；Commercial Bank
中文摘要：	在改革开放以来，我国经济发展的面貌焕然一新，尤其是加入世贸组织以来，我国经济体量不断提升，如今已经成为世界第二大经济体。在我国经济不断发展的大背景下，我国居民财富水平也有了翻天覆地的变化。各个商业银行在参与市场化竞争中，逐渐重视起高净值客户尤其是私人银行客户的服务。随着对这些位于各个银行对私业务金字塔尖的私人银行客户的竞争愈加激烈，如何基于现有的客户群体，提供更优质的服务，满足私人银行客户更多样化的需求，以及发掘新的私人银行客户成为了各个商业银行在市场化竞争中亟待研究和思考的问题。 截至2024年3月末，ZG银行集团资产总额33.66万亿元，负债总额30.87万亿元，客户存款总额24.11万亿元。这一数据也侧面说明了当前我国居民财富积累的高水平。鉴于此，ZG银行也在探索一条适合自己的私人银行业务服务的营销策略，以适应在经济下行但是居民储蓄却不断增加的银行经营环境。 本文基于STP战略以及服务营销理论，以企业市场营销管理过程和服务市场策略为理论框架，将ZG银行私人银行业务的服务营销作为研究对象。首先，分析了ZG银行私人银行业务当前发展的环境，包括当前私人银行业务市场情况分析、SWOT分析以及竞争对手分析。然后，总结了ZG银行私人银行客户特点及需求，通过分析发现ZG银行私人银行业务服务营销中存在的问题，诸如发展思路不清晰、外部不确定性引发的对于服务专业性不足、管理效率低导致的服务体验不佳、科技赋能不足等问题。其次，根据STP战略和7Ps理论，为ZG银行在私人银行业务市场定位和服务营销上提供解决方法。制定定制化的产品策略和灵活性的价格策略；提供便利化的渠道策略和针对性的促销策略；提高服务人员专业化水平、个性化服务水平、快捷响应的服务水平；在服务流程上进行简化和灵活性的调整，实现“（1+1）N”的企业家办公室的服务流程；实施多渠道的电子服务展示和精细化的网点有形展示。最后，从ZG银行实际出发，针对ZG银行私人银行业务在服务营销方面存在的问题和不足提出可实施的策略。从企业文化与综合金融模式上进行支持保障，从人力资源上进行支持保障，从多方连接的生态化能力和合规经营上提供支持保障。 本文在通过工作实践的基础上，力求与工商学科的相关知识理论相结合，来探索一条适合ZG银行私人业务服务的新途径。本文的研究成果旨在：一方面提高ZG银行在私人银行业务服务的水平，打造ZG银行在私人银行服务领域的品牌，提升企业的综合竞争力；另一方面为其他商业银行在私人银行服务营销领域提供参考和借鉴。
英文摘要：	Since the implementation of the reform and opening-up policy, China’s economic landscape has undergone significant transformation, especially since joining the World Trade Organization. China’s economic scale has continuously expanded, making it the world’s second-largest economy today. Against the backdrop of China’s ongoing economic development, the wealth level of Chinese residents has also experienced dramatic changes. In the competitive market, commercial banks have increasingly prioritized services for high-net-worth clients, particularly those in private banking. As the competition for these top-tier private banking clients intensifies, providing higher-quality services to existing clients, meeting their diverse needs, and discovering new private banking clients have become urgent issues for banks to research and consider in the competitive market. As of the end of March 2024, ZG Bank Group had total assets of 33.66 trillion yuan, total liabilities of 30.87 trillion yuan, and total customer deposits of 24.11 trillion yuan. This data reflects the high level of wealth accumulation among Chinese residents. In response, ZG Bank is exploring a suitable marketing strategy for its private banking services to adapt to an economic downturn while resident savings continue to increase. This thesis uses the STP strategy and service marketing theory as theoretical frameworks to study the service marketing of ZG Bank's private banking business. It first analyzes the current development environment of ZG Bank’s private banking business, including market conditions, SWOT analysis, and competitor analysis. It then summarizes the characteristics and needs of ZG Bank’s private banking clients, identifying problems in service marketing such as unclear development strategies, insufficient service professionalism due to external uncertainties, poor service experience due to low management efficiency, and inadequate technological empowerment. Next, based on the STP strategy and 7Ps theory, the thesis offers solutions for ZG Bank’s market positioning and service marketing in private banking. It proposes customized product strategies and flexible pricing strategies; convenient channel strategies and targeted promotional strategies; improved professional, personalized, and responsive service levels; streamlined and flexible service processes, achieving an “（1+1）N” entrepreneurial office service model; and multi-channel electronic service displays and refined tangible branch displays. Finally, the thesis presents actionable strategies based on ZG Bank’s actual situation, addressing service marketing issues and shortcomings by supporting and ensuring from enterprise culture and integrated financial models, human resources, and ecological connectivity and compliance management. Drawing on practical work experience, this thesis aims to explore a new approach suitable for ZG Bank's private banking services by integrating relevant knowledge and theories from business disciplines. The research aims to achieve two goals: on the one hand, to improve the service level of ZG Bank in private banking, establish its brand in the field of private banking services, and enhance its overall competitiveness; on the other hand, to provide references and insights for other commercial banks in the field of private banking service marketing.
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