【正文】 且用自己的才能逐漸成長為第一代的私人銀行家。 Marketing Strategy。s economy, and the increasing accumulation of household wealth, especially the growing highine groups, China has gradually formed the group of wealthy level. Those people have bee all banks’ favorate target customers. The steadily increasing number of high networth individuals has laid a solid foundation for the development of private banking business. In addition, our state strongly support the financial services industry, and gradually decontrol the restrictions in other industries involved in the banking sector,it also makes for the creation of a favorable external environment. Foreign banks and domestic banks are peting for high networth client market, and the domestic banks have also been developed from the initial exploratory trial ,in turn to develop the characteristics of professionalism, depth of excavation of the customers’ needs and the value of private banking system .Nanchang, Jiangxi Province,the political, economic, cultural and scientific center of the province, with the east and west, has a unique strategic position and munication hub of the area,and it is one of the largest economic center in central China. Meanwhile, Nanchang is an important financial center, and mercial central terminal station. However in the banks of Nanchang, the private banking business is still in its infancy, the level of marketing and customer maintenance is still at a lower level than the firsttier cities and coastal areas. In the private banking market , whether G Bank Nanchang Branch can make a chance or even make further development is a problem. Therefore, this article select the G Bank Nanchang Branch which is of the top three as the main research object. To explore private banking product marketing strategy ,to break the bottleneck of business development,and to improve operational level, even for the other banks39。作為一名長期從事私人銀行業(yè)務(wù)的工作者，希望此篇文章能給從事私人銀行業(yè)務(wù)的相關(guān)機(jī)構(gòu)和人員有所啟發(fā)和幫助。本文主要采用舉例法、比較法，通過對其他國有銀行、股份制銀行的私人銀行產(chǎn)品營銷策略進(jìn)行較詳細(xì)的研究對比，同時對G銀行南昌分行的私銀業(yè)務(wù)外部及內(nèi)部環(huán)境，和運(yùn)營發(fā)展中存在的原因和問題進(jìn)行探索。在日漸競爭激烈的私人銀行業(yè)務(wù)市場上，G銀行南昌分行能否分得一杯羹，并進(jìn)一步發(fā)展，是一個亟待研究解決的問題。南昌同時也是沿海商業(yè)貿(mào)易與中西部地區(qū)的中轉(zhuǎn)要地。南昌是江西省省會，作為政治、文化、經(jīng)濟(jì)、科技的中心，具有連接?xùn)|西、貫通南北的特殊戰(zhàn)略地位及樞紐作用。與此同時，金融服務(wù)行業(yè)正在被國家大力發(fā)展，同時，我國正逐步放開的銀行業(yè)涉足其他行業(yè)的限制也創(chuàng)造著良好的外部環(huán)境。江西財經(jīng)大學(xué)攻讀碩士學(xué)位研究生學(xué)位論文G銀行南昌分行私人銀行業(yè)務(wù)營銷策略研究Research on the Private BankingMarketing Strategy ofG Commercial Bank Nanchang Branch碩士生姓名 學(xué) 號 學(xué)院（所） 專 業(yè) 指 導(dǎo) 教 師 摘要隨著我國經(jīng)濟(jì)的快速發(fā)展，居民家庭財富的積累不斷增加，尤其是高收入群里的數(shù)量不斷增多，我國已經(jīng)逐漸形成了富裕階層，他們成為各銀行爭相爭奪的目標(biāo)客戶。高凈值人群逐年遞增為國內(nèi)私銀業(yè)務(wù)的發(fā)展打下了堅(jiān)實(shí)的基礎(chǔ)。國內(nèi)外銀行勢力爭相搶占高端市場，國內(nèi)私銀業(yè)務(wù)也已從最初小范圍的開展發(fā)展成了特色、專業(yè)、深度，同時探尋客戶核心需求和價值實(shí)現(xiàn)的綜合私銀體系。同時，南昌是華中地區(qū)最大經(jīng)濟(jì)中心之一。南昌的銀行中，私銀業(yè)務(wù)尚處于起步時期，營銷及維護(hù)客戶的水平還暫時處于較低水平，且業(yè)務(wù)的開展也較北上廣深等一線城市、及沿海地區(qū)國有銀行、股份制銀行的私人銀行部門相對落后。因此本文選取目前南昌地區(qū)銀行零售業(yè)務(wù)排名前三的G銀行南昌分行作為主研究對象，通過本文的研究，探討私人銀行產(chǎn)品營銷策略，突破業(yè)務(wù)開展瓶頸，提升業(yè)務(wù)層次，同時能夠以點(diǎn)及面，為國內(nèi)其他地區(qū)的私銀業(yè)務(wù)開展的提供借鑒意義。以此為基本，再進(jìn)行SWOT分析，歸納并整理出一套切實(shí)可行并符合實(shí)際的營銷策略，力圖提高我行在同業(yè)激烈競爭局面中的競爭力。關(guān)鍵詞：私人銀行業(yè)務(wù)；營銷策略；商業(yè)銀行AbstractWith the rapid development of China39。 private banking business to get an enlightenment through the study.This paper uses the exampleparative research methods, with the private banking products marketing strategy of other stateowned banks and jointstock banks for a more detailed study , and a analysis of G Bank Nanchang Branch Private Banking of external and internal environment , together with the development issues. On this basis, we use SWOT analysis, integrate and develop a feasible and effective marketing strategies in line with the actual operation, in order to improve our petitiveness in the fierce petition.As a longtime private banking worker,I hope this paper will give the relevant institutions and persons engaged in the private banking business some inspiration and help.Keywords: Private Banking。 Commercial Bank目錄1. 緒論 1 1 1 1 2 2 3 G銀行南昌分行私人銀行介紹 4 G銀行南昌分行私人銀行發(fā)展歷程 4 G銀行南昌分行私人銀行經(jīng)營體系 42. 私人銀行業(yè)務(wù)內(nèi)外部環(huán)境分析 5 5 5 6 G銀行南昌分行屬地特征 7 9 9 10 11 12 12 13 13 143. G銀行南昌分行私人銀行業(yè)務(wù)STP營銷戰(zhàn)略 15 15 16 164. G銀行南昌分行私人銀行業(yè)務(wù)營銷策略 17 17 17 21 22 “低費(fèi)率”吸引客戶眼球 22 22 23 23 23“商品市場”和“農(nóng)村市場”中的隱秘貴族 24 24 24 24 “費(fèi)率折扣”作開戶噱頭 25 25 25 25 25 26 26 26 26 27 27 27 295. 營銷策略的實(shí)施和保障 30 30 30 31 31 31 32 32 32 33 336. 結(jié)論與展望 34參考文獻(xiàn) 36致謝 38DirectoryChapter 1 Introduction 1 Background and Significance 1 Basic Concept 1 Academic Value and Practical Significance 1 Domestic and International Literature Review 2 International Literature 2 Domestic Literature 3 G Bank Nanchang Branch Private Banking Introduction 4 Development 4 Operating System 4Chapter 2 External and Internal Environment Analysis 5 External Environment Analysis 5 Development Survey 5 Domestic Private Banking Development 6 Territorial Characteristics 7 External Industry Environment Analysis 9 Business Advantage 9 Horizontal Comparison 10 Characteristics of Target Customers 11 Internal Environment Analysis 12 Internal Architecture 12 Profit Model 13 Innovation Features 13 SWOT Analysis 14Chapter 3 STP Marketing Strategy 15 Market Segmentation 15 Identify Target Markets 16 Market Positioning 16Chapter 4 Marketing Strategy 17 Product Strategy 17 Investment Products 17 Financing Products 21 Price Strategy 22 Low Rates 22 Charging Methods 22 Customer Demand Pricing 23 Channel Strategy 23 Expansion Mode 23 Commodity Market and Rural Market 24 Relationship Marketing 24 Promotion Strategy 24 Dependent Events 24 Discount Rate 25 Polite and Restrained to Maintain 25 Personnel Policy 25 Professional Talent Pool 25 Positive Incentives 25 Cultural Incentive 26 Physical Evidence Strategy 26 Private Custom 26 New Media 26 Improve the Image 27 Service Strategy Process 27 Financial Services 27 NonFinancial ValueAdded Services 29Chapter 5 Implementation and Guarantee 30 Implementa