MBA教育中心知识库

伴随着我国经济的快速发展，居民个人财富的也随之迅速增长，无论是高净值人群规模，还是投资资产都在不断攀升。商业银行以多元化财富管理和全方位金融服务为主导的私人银行业务，成为了新的利润增长点，如何利用这一契机，如何筛选高端客户，实现高端客户财富的合理配置，并为高端客户提供全方位的私人银行服务，成为各商业银行的首要选择。

兰州银行作为一家城市商业银行，以定位本省，服务地方为导向，个人高端客户具有群体广、潜力大、集合效益明显等特点，但兰州银行私人银行业务起步晚、底子薄，产品单一、综合服务能力较弱，面临着客户流失严重以及竞争力不强的威胁，这对兰州银行私人银行业务的发展造成了严重的阻碍。通过对兰州银行私人银行业务改进策略研究，有助于推进兰州银行重新审视自身私人银行业务在地方发展过程中的比较优势。通过理论和数据分析，找出兰州银行在私人银行业务发展过程中存在的问题。抓住这一机会，帮助兰州银行在当前金融环境和金融政策下突破私人业务发展转型期的瓶颈，梳理新的业务流程和发展经营模式。对我国地方性商业银行私人银行改进策略研究具有一定帮助。也可以为国内金融从业者和金融高端服务发展提供理论指导，在互联网金融和利率市场化背景下，以应对互联网金融等新型平台和国内大型商业银行私人银行业务方面的同业竞争。

本文以兰州银行为例，研究私人银行发展历程及兰州银行私人银行发展现状，分析在新冠疫情大爆发后全球经济重新洗牌的大环境下，以及互联网金融和金融业扩大改革开放背景下所面临的机遇和挑战，结合兰州银行作为甘肃省内城市商业银行面临的同业竞争、财富管理市场的变化，从现有产品和服务体系角度，通过对兰州银行私人银行业务发展现状及存在的问题、内外部环境及优劣势分析进行深度分析，并构建兰州银行私人银行业务发展SWOT矩阵分析表，基于兰州银行私人银行业务的发展现状以及本年度大零售转型的业务发展方向，提出品牌管理、风险管理、专业化优秀人才培养、客户群营销、产品创新、金融科技创新、疫情期间非接触银行改进策略。以全新思路和角度为切入点，结合国内外相关理论知识和科学的研究方法，为兰州银行私人银行业务的可持续稳定发展提供一定的参考。

With the rapid development of China's economy, the personal wealth of residents is also growing rapidly. Both the scale of high net worth people and the investment assets are rising continuously. Diversified commercial Banks to wealth management and all-round financial services for private banking business, has become the new profit growth point, how to take advantage of this opportunity, how to filter the high-end customers, realize the reasonable configuration of the high-end customers wealth and provide a full range of personal banking services for high-end customers, become the primary choice of commercial Banks.

Lanzhou bank as a city commercial bank, to locate the province, the local service as the guidance, and individual high-end customers with group potential and collection efficiency significantly, but the private banking business in Lanzhou late start, the poor foundation, the product of a single, comprehensive service ability is weak, facing the loss of many customers and competitiveness is not strong, the threat of the Lanzhou bank caused serious hinder the development of private banking business. Through the research on the improvement strategy of Lanzhou Bank's private banking business, it is helpful to promote Lanzhou Bank to re-examine the comparative advantages of its private banking business in the local development process. Through theory and data analysis, this paper finds out the problems existing in the development of Lanzhou Bank's private banking business. Seize this opportunity to help Lanzhou Bank break through the bottleneck in the transformation period of private business development under the current financial environment and financial policies, and sort out new business processes and development business models. It is helpful to study the improvement strategy of private banking of local commercial banks in China. It can also provide theoretical guidance for the development of domestic financial practitioners and high-end financial services, in the context of Internet finance and interest rate liberalization, in order to cope with the competition between new platforms such as Internet finance and domestic large commercial banks in private banking business.

Based on Lanzhou bank as an example, this paper studies the private Banks development and Lanzhou current situation of the development of private banking, analysis in the new global economic reshuffle after the outbreak of environment, and the Internet finance and the financial sector to expand under the background of reform and opening to the outside opportunity and challenge faced by the combination of Lanzhou bank as Gansu province city commercial Banks face the competition and the change of the wealth management market, from the point of view of existing products and service system, through the Lanzhou bank private bank business development present situation and existing problems, the internal and external environment and the analysis of the advantages and disadvantages in depth analysis, Lanzhou bank private bank business development and build a SWOT matrix analysis table, based on the development of private banking business in Lanzhou, and business development orientation in the transformation of this year's big retail, brand management, risk management, professional talents cultivation, customer marketing, product innovation, financial innovation of science and technology, non-contact bank improvement strategy during the outbreak. With new ideas and perspectives as the entry point, combined with relevant theoretical knowledge and scientific research methods at home and abroad, this paper provides some references for the sustainable and stable development of Lanzhou Bank's private banking business.