近年来中国经济高速发展，中国财富金字塔顶端的高净值人群家庭也已发展到 210万户，成为中国私人银欧亿·体育（中国）有限公司务发展的沃土。在近五年私人银行爆发式增长的过程 中， G行私人银行作为国内知名的私人银行，形成了自产自销、重在资产管理业务 的私人银欧亿·体育（中国）有限公司务模式。2018年4月27日中国人民银行、中国银行保险监督管理委员 会、中国证券监督管理委员会、国家外汇管理局联合印发了《关于规范金融机构资产 管理业务的指导意见》（银发〔2018〕106号，以下简称“资管新规”），该规定对目 前市场中资产管理业务以及遴选代销业务等确立了一系列的规范举措，它也将直接对 现有大多数中资商业银行私人银欧亿·体育（中国）有限公司务带来影响。对于G行私人银行这类以资产管理 为主要业务模式的私人银行而言，则将面临更为直接的挑战，其业务发展模式往“客 户营销”方向转型势在必行。 本文通过PEST分析法对G行私人银行内外部市场情况加以研究分析，总结G行 私人银行当前所面临的处境以及自身所存在的问题，结合资管新规的的具体影响，并 通过4Cs理论，从客户、成本、便捷性及沟通四个角度，结合G行私人银欧亿·体育（中国）有限公司务实际， 制定具有可操作性的客户营销能力提升方案。 本文在理论分析及实证研究相结合的基础上，将4Cs理论融入到私人银欧亿·体育（中国）有限公司务的 向客户营销转型的过程中去，梳理总结出相关的解决方案，具有一定的应用价值及指 导意义。对G行私人银行转型后提高客户营销能力，提升G行私人银行市场竞争力具 有实际的参考价值。 关键词：私人银行；高净值客户；营销策略；资管新规 III Abstract In recent years, China's economy has developed at a high speed. The high net worth family at the top of China's wealth pyramid has also grown to 2.1 million, which is already a fertile ground for the development of China's private banking business. In the process of explosive growth of private banks in the past five years, G Bank Private Banks, as a well-known private bank in China, has formed a private banking business model that is self-produced and focused on asset management business. On April 27, 2018, Guiding Opinions of the People's Bank of China, the China Banking and Insurance Regulatory Commission, the China Securities Regulatory Commission, and the State Administration of Foreign Exchange on Regulating the Asset Management Business of Financial Institutions was released, which establishes a series of standard measures for the asset management business and the selection and sales agency business in the current market. It will also directly address the private banking business of most existing Chinese commercial banks. Influencing, private banks such as G Bank Private Bank with asset management as the main business model will face more direct challenges, and it is imperative to transform its business development model toward “customer service”. This paper analyzes the internal and external market situation of private banking in G Bank Private Bank through PEST analysis, and summarizes the difficulties of G Bank's current private banking transformation in the direction of “customer service”. Through 4Cs theory, from customer, cost, convenience and communication From the perspective of G Bank private banking business, we have developed an operational marketing capability improvement plan Based on the combination of theoretical analysis and empirical research, this paper integrates 4Cs theory into the transformation of private banking business, and summarizes related solutions, which has high application value and guiding significance. It has a very important reference value for improving the marketing competitiveness of G Bank private banking and improving the competitiveness of G Bank private banking market. Keywords: Private Bank; High Net Worth Client; Marketing Strategy; Guiding Opinion 目录 致谢 ................................................................... I 摘要 .................................................................. II Abstract ............................................................. III 第一章 绪论 ............................................................ 1 1.1 选题背景与研究意义 ................................................ 1 1.1.1 选题背景 ...................................................... 1 1.1.2 研究目的 ...................................................... 2 1.1.3 研究意义 ...................................................... 3 1.2 国内外研究现状 .................................................... 3 1.2.1 国外研究现状 .................................................. 3 1.2.2 国内研究现状 .................................................. 4 1.3 研究内容与基本框架 ................................................ 5 1.3.1 研究内容 ...................................................... 5 1.3.2 技术路线 ...................................................... 6 1.4 研究方法与创新点 .................................................. 8 1.4.1 研究方法 ...................................................... 8 1.4.2 创新点 ........................................................ 8 第二章 理论基础 ........................................................ 9 2.1 4Cs理论 .......................................................... 9 2.1.1 4Cs-理论介绍 .................................................. 9 2.1.2 4Cs-客户策略 ................................................. 10 2.1.3 4Cs-成本策略 ................................................. 10 2.1.4 4Cs-便捷性策略 ............................................... 11 2.1.5 4Cs-沟通策略 ................................................. 11 2.1.6 4Cs理论与4P理论的比较....................................... 12 2.2 PEST分析法 ...................................................... 15 2.2.1 PEST分析法介绍............................................... 15 2.2.2 PEST分析法-法规模块.......................................... 16 2.2.3 PEST分析法-经济模块.......................................... 16 2.2.3 PEST分析法-科技模块.......................................... 16 2.2.4 PEST分析法-人文模块.......................................... 17 第三章 G行私人银行的业务环境分析 ...................................... 18 3.1 公司概况 ......................................................... 18 3.1.1 公司简介 ..................................................... 18 3.1.2 公司组织结构 ................................................. 19 3.1.3 公司主营业务 ................................................. 19 3.2 G行私人银行外部环境因素分析——PEST分析 ......................... 20 3.2.1 法规 ......................................................... 20 3.2.2 经济 ......................................................... 21 3.2.3 科技 ......................................................... 22 3.2.4 人文 ......................................................... 23 3.2.4 PEST分析结论................................................. 24 3.3 G行私人银行与国内外私人银行的模式比较 ........................... 25 3.3.1 海外私人银行模式 ............................................. 25 3.3.2 国内私人银行模式 ............................................. 28 3.3.3 G行私人银行模式简介.......................................... 29 3.4 G行私人银行的主营业务现状 ....................................... 31 3.4.1 公司经营业绩 ................................................. 31 3.4.2 产品现状 ..................................................... 31 3.4.3 价格现状 ..................................................... 32 第四章 资管新规对于G行私人银行的影响 ................................. 33 4.1 政策制度具体解读 ................................................. 33 4.1.1 监管新规的主要内容 ........................................... 33 4.1.2 资管新规下的资管欧亿·体育（中国）有限公司格局变化 ................................. 34 4.1.3 资管新规后的政策环境 ......................................... 36 4.2 政策制度对于G行私人银行发展的影响 ............................... 36 4.3 资管新规下目前G行私人银行存在的问题 ............................. 37 4.3.1 资产规模持续下滑 ............................................. 38 4.3.2 客户数量增速放缓 ............................................. 40 4.3.3 总体利润水平逐年下滑 ......................................... 41 第五章 资管新规下的营销能力提升方案 ................................... 43 5.1 从“产品”导向向“客户”导向转型 ........................