MBA教育中心知识库

随着我国经济快速发展，人民生活水平得到不断提升，生活条件有了很大的改善，在这样的情况下，人们的财富管理需求也随之增加，为金融机构财富管理业务的发展创造了良好的条件。但是不同的客户财富管理需求存在着差异，怎样才能够为不同客户提供差异化、个性化财富管理规划成为金融机构关注的重点，这对于财富管理业务处于初步发展的城市商业银行是一个重要课题。

如何创造幸福，是新时代人们追求美好生活的目标。近些年，一些学者开始对幸福感进行研究，探讨幸福感的意义和提升路径，并且指出对于幸福感的研究有着非常重要的现实意义，将提升广大人民群众对美好生活的向往。

本文基于品牌幸福感，把兰州银行作为研究对象，通过对财富管理开展市场调研，并运用文献法、比较研究法、调研访谈法进行研究；发现兰州银行财富管理在产品创新、客户粘性、管理模式、品牌营销和投研能力方面存在的问题及其形成的原因，提出从品牌体验、品牌消费、品牌营销三个方面建立培育品牌幸福感的战略思想；从产品体系、宣传渠道、组织架构、运作模式、客户分层、投资理念六个方面制定财富管理业务发展的措施；并最终得出结论：建立具有幸福感的财富管理品牌和发展策略，会正向增强客户认可，客户将主动推广财富管理品牌，维护财富管理品牌形象。通过打造具有幸福感的财富管理品牌，兰州银行将在不断提高自身财富管理能力的同时，逐步在甘肃市场上形成口碑效应，增强财富管理业务市场的竞争力。

With the rapid development of China's economy, people's living standards have been continuously improved and living conditions have been greatly improved. Under such circumstances, people's demand for wealth management has also increased, which has created good conditions for the development of financial institutions' wealth management business. However, different customers have different wealth management needs, so how to provide differentiated and personalized wealth management planning for different customers has become the focus of financial institutions, which is an important topic for urban commercial banks whose wealth management business is in initial development.

How to create happiness is the goal of people's pursuit of a better life in the new era. In recent years, some scholars have begun to study happiness, to explore the significance and promotion path of happiness, and pointed out that the research on happiness has very important practical significance, and will enhance the masses of people's yearning for a better life.

Based on brand happiness, this paper takes Lanzhou Bank as the research object, carries out market research on wealth management, and uses literature method, case analysis method and research and interview method to conduct research. This paper finds out the problems of wealth management of Lanzhou Bank in product innovation, customer stickiness, management mode, brand marketing and investment research ability and the reasons for their formation, and puts forward the strategic thought of cultivating brand happiness from three aspects: brand experience, brand consumption and brand marketing. Formulate measures for the development of wealth management business from six aspects: product system, publicity channels, organizational structure, operation mode, customer stratification and investment philosophy; Finally, the conclusion is drawn: the establishment of wealth management brands and development strategies with happiness will positively enhance customer recognition, and customers will actively promote the wealth management brand and maintain the brand image of wealth management. By building a wealth management brand with happiness, Lanzhou Bank will gradually form a word-of-mouth effect in the Gansu market and enhance the competitiveness of the wealth management business market while continuously improving its own wealth management ability.

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