ZBN商业银行财富管理中心运营策略研究-工商管理专业论文.docxVIP

山东理 山东理工大学硕士学位论文 摘要 I I 摘 要 改革开放30年以来，中国经济取得了巨大成就，私人财富爆发式增长，财富管理业 务应运而生。目前国内商业银行财富管理中心的主营业务——财富管理业务作为新兴的 低资本占用业务，越来越得到国内商业银行的重视。通过财富管理业务既可以满足银行 争取高端客户的需要，同时也可带来丰厚的中间业务收入，实现由产品型银行向服务型 银行的转变，实现利润来源多元化，因此财富管理中心运营策略成为国内商业银行转型 的重要组成部分。 本文在综述财富管理相关理论和国内外研究现状的基础上，从研究商业银行财富管 理中心运营策略的角度，贴近财富管理中心的经营需求和客户需求，以ZBN商业银行财 富管理中心为研究对象，针对其财富管理中心运营过程中存在的运营模式不完善、销售 模式不科学、客户关系管理手段粗放、绩效考核机制不清晰、人员岗位设置及理财师定 位不准确等问题，提出完善措施和解决方案。在此基础之上，文章以实现ZBN商业银行 高净值客户数、客户金融资产规模持续增长最终达到同业领先为目标，重点从构建“三 位一体”运营模式、完善财富管理中心与经营行联动营销的销售模式、建立精准化的客 户关系管理信息系统、改进财富管理中心考核激励机制、调整财富管理中心岗位设置与 理财师角色定位等五大方面，提出了改善和优化ZBN商业银行财富管理中心运营管理的 策略和建议。 关键词：商业银行；财富管理；运营策略；三位一体 山东理 山东理工大学硕士学位论文 ABSTRACT II II ABSTRACT After three decades of reform and opening-up, China has made tremendous progress in its economic development and private wealth of Chinese residents has grown rapidly. Under this background, wealth management business comes into being. As low occupancy non-capital operations, private wealth management has been given more and more attention by domestic commercial Banks. The wealth management business not only can meet the needs of the commercial banks for high-end customers, but also can increase the bank’s intermediate business income. In addition, private wealth management can help the commercial banks to transform from product-focused systems to service-focused systems. Therefore wealth management has become an important part in the transition of domestic commercial Banks. This paper will explore wealth management on the basis of relevant theories and researches at home and abroad. More preciously, the paper will discuss private wealth management operating strategy by analyzing the case of ZBN bank’s wealth management centre. By investigating ZBN bank’s wealth management operations, some operational problems emerges, such as imperfect wealth management centre operating and marketing mode, careless means of customer relationship management, unclear performance evaluation mechanism and unreasonable job position design. On t