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论文编号：	15646
作者编号：	2320234136
上传时间：	2025/12/8 21:47:28
中文题目：	G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 G Bank Private Banking Business
指导老师：	任星耀教授
中文关键字：	服务营销策略；私人银行业务；商业银行
英文关键字：	Services marketing tactics; Private banking; Commercial banks
中文摘要：	随着中国居民资产管理意愿和需求不断提升，金融资产超过600万元的客户群即高净值客户需要银行提供更为个性化、专业化的服务，各大银行的私人银行服务则努力满足这部分客户有关财富管理、家族传承、子女教育等多方面需求，同时私人银行业务也为银行带来了较高收益。近年来，G商业银行虽然在私人银行客户数和资产管理规模方面处于行业内领先水平，但相较于其他银行，G银行在客户数和资产管理规模的增幅相对落后。因此如何吸引高净值客户并为他们提供定制化和多元化的服务，是G银行现阶段需要考虑的首要问题。 本论文遵循 “提出问题 - 分析问题 - 解决问题” 的逻辑展开研究，对G银行私人银行业务营销内外部环境进行分析，结合内部和外部人员的访谈内容，总结出私人银行业务在服务营销中存在的战略与策略问题，并指出问题的成因为：发展思路不清晰导致产品创新性不足；私人银行从业人员复合人才短缺导致服务专业性不足；组织架构不合理导致私人银行业务发展效率低；按业务线组织营销活动导致客户视角的缺失的问题。 针对这些问题，基于STP与7Ps服务营销组合策略框架，本文在市场细分、目标市场选择、市场定位的基础上，为G银行提供了以下几个方面的营销组合策略优化建议：在产品方面，将产品体系优化为“流动+安全+收益+附加”产品组合策略及打造明星产品；在价格方面，逐步实现基于客户贡献度忠诚度及感知价值的定价；在渠道方面，注重电子银行渠道与实体网点渠道协同发展；在促销方面，完善数据驱动精准刻画客户画像和矩阵化整合吸引潜在高净值客户；在人员方面，增加前中后台工作人员服务的有形性、保证性、移情性和响应性；在服务过程方面，优化售前售中售后服务流程为交互、建议、配置和检视四个环节；在有形展示方面，增加沉浸式产品体验并为线上线下展示增加品牌辨识度，由内而外全方位提升私人银行业务的服务质量。最后，本文从企业文化、人力资源、金融科技三个角度提出了营销策略优化的实施保障，从而确保营销组合策略得以有效执行。
英文摘要：	With the continuous growth of Chinese residents’willingness and demand for wealth management, high-net-worth clients—those with financial assets exceeding six million yuan—require banks to provide more personalized and professional services. In response, major banks have been striving to meet these clients’ multifaceted needs in areas such as wealth management, family inheritance, and children’s education. Meanwhile, private banking services have also become a significant source of profit for banks. In recent years, although G Commercial Bank has maintained a leading position in both the number of private banking clients and the scale of assets under management, its growth rate in these areas has lagged behind that of other banks. Therefore, attracting high-net-worth clients and offering them customized and diversified financial services has become the primary challenge that G Bank must address at its current stage. Following the logical flow of “problem identification – problem analysis – problem solving”, this study examines the internal and external marketing environment of G Bank’s private banking business. Drawing upon interviews with both internal and external stakeholders, the research identifies strategic and tactical issues within the bank’s services marketing. The causes of these problems are summarized as follows: an unclear development strategy leading to insufficient product innovation; a shortage of versatile private banking professionals resulting in a lack of service specialization; an inefficient organizational structure constraining business development; and marketing activities organized by business lines rather than from a customer-oriented perspective. To address the aforementioned issues, this thesis proposes a set of marketing mix tactics for G Bank, grounded in the STP (Segmentation, Targeting, and Positioning) strategic framework and the 7Ps service marketing mix. Based on market segmentation, target market selection, and positioning, the following tactical recommendations are made: From the product perspective, G Bank should optimize its product portfolio into a “liquidity–security–return–value-added” structure and develop flagship products to enhance differentiation. In terms of price, the bank should gradually implement value-based pricing mechanisms that reflect customer contribution, loyalty, and perceived value. Regarding place, coordinated development between digital banking channels and physical branches should be promoted. In promotion, the bank should leverage data-driven precision marketing to refine customer profiling and integrate marketing matrices to attract potential high-net-worth clients. For the people element, greater emphasis should be placed on enhancing the tangibility, assurance, empathy, and responsiveness of front-, middle-, and back-office service personnel. Within the process dimension, pre-sale, in-sale, and post-sale service processes should be optimized into four interactive stages: interaction, consultation, configuration, and evaluation. Finally, regarding physical evidence, immersive product experiences should be strengthened, and both online and offline brand displays should be enhanced to reinforce brand recognition and elevate the overall quality of private banking services from the inside out. Finally, from the perspectives of corporate culture, human resources, and financial technology, this thesis puts forward implementation safeguards to ensure the effective execution of the optimized marketing mix tactics.
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