我国商业银行受到利率市场化以及监管政策的影响，面临巨大的挑战。资管新规驱 动银行变局，各种各样的新法规、新科技层出不穷，传统银行的竞争对手，已经从提供 同质化产品的同业，增加到第三方财富管理公司、金融科技公司以及影子银行等。各类 竞争对手的出现，极大程度上影响银欧亿·体育（中国）有限公司的经济格局，对银行客户资源带来巨大威胁， 进而影响银行的盈利。银行间利润率的摊薄，再加之大数据、云计算、智能投资顾问等 数字化科技的逐步应用，银行面临的威胁日益严峻。在这些威胁中影响最大的莫过于二 八定律中利润贡献度最大的“私人银行客户”。 面对私人银行客户流失的持续加剧，找到影响私人银行客户流失的真正原因就显得 至关重要。本文针对ZX银行郑州分行已流失的50名私人银行客户进行一对一面访、调 查，分析得出影响私人银行客户流失的主要原因，包括管理架构失调、信息系统落后、 服务环节薄弱、客户关系管理创新不足、专业化人才短缺、绩效考核单一。 结合ZX银行郑州分行的具体情况，提出改善该分行私人银行客户流失的对策，从 调整组织架构、加大科技投入、创新服务环节、注重客户关系管理、提升团队综合素质、 完善管理考核制度六个维度出发，提出一系列控制私人银行客户流失的措施，通过各项 措施多管齐下，不断加强ZX银行郑州分行客户管理能力，逐步减少客户流失，让私人 银行客户为银行发挥更大价值。 关键词：商业银行，私人银行客户，资产配置，私人银行，客户流失 III ABSTRACT New regulations are driving changes in banks. A series of changes affecting the economic structure of the banking industry are brewing. New technology and new regulations are threatening the core of bank profitability: customer resources. Competitors of traditional banks have grown from peers offering homogeneous products to third-party wealth managers, financial technology companies and shadow banking. The dilution of inter-bank profit margins, coupled with the gradual application of digital technologies such as big data, cloud computing and smart investment advisers, pose a growing threat to banks. The biggest of these threats is the "high-net-worth customer" who contributes the most to profits in the 20-8 Law. Capital is profit-oriented, which determines that the high net worth customers who hold heavy capital are profit-oriented, and they have become an important target for banks to compete with each other for profits, because this customer group is an important pillar of bank profit growth. Customer churn will not only increase the bank 's marketing costs and opportunity costs, but also have a negative impact on bank profits. Research shows that customer churn has a huge impact on commercial banks. Customer churn rate reduced by 5%, can bring 30%-85% profit growth. The cost of developing new customers is 5-7 times as much as that of retrieving customers, while the success rate of retrieving customers is 16 times as much as that of developing new customers. Even so, if we can successfully retrieve the high net worth customers who will lose or have lost, it will be the center of gravity for commercial banks to win the battle of "customer resources". In the face of the continuous aggravation of private bank customer churn, it is very important to find the real reasons that affect private bank customer churn. This paper makes a one-to-one interview and investigation on 50 lost private bank customers in Zhengzhou branch of ZX bank, and analyzes the main reasons for the loss of private bank customers, including maladjusted management structure, backward information system, weak service links, inadequate customer relationship management innovation, shortage of professional talents and single performance appraisal. IV Based on the specific situation of Zhengzhou branch of ZX bank, this paper puts forward countermeasures to improve the customer churn of private banks in this branch. From the six dimensions of adjusting organizational structure, increasing investment in science and technology, innovating service links, focusing on customer relationship management, improving the comprehensive quality of the team, and improving the management and assessment system, this paper puts forward a series of measures to control the customer churn of private banks. Through various measures, multi management is adopted Together, we will continue to strengthen the customer management ability of Zhengzhou branch of ZX bank, gradually reduce customer churn, and let private bank customers play the maximum value for the bank. KEY WORDS: Commercial bank, Private bank client, Asset allocation, Private bank, Customer churn V 目 录 摘要 ......................................................................................................................................... I ABSTRACT ............................................................................................................................ III 1 绪论 ........................................................................................................................................ 1 1.1 研究背景及意义 .............................................................................................................. 1 1.1.1 研究背景 ................................................................................................................... 1 1.1.2 研究意义 ................................................................................................................... 2 1.2 研究内容与框架 .............................................................................................................. 3 1.2.1 研究内容 ................................................................................................................... 3 1.2.2 研究方法 ................................................................................................................... 4 1.3 研究思路 .......................................................................................................................... 4 1.4 本文的创新之处 .............................................................................................................. 5 2 文献综述 ................................................................................................................................ 7 2.1 客户流失相关研究综述 .................................................................................................. 7 2.2 客户挽回的研究综述 ...................................................................................................... 9 2.3 文献述评 ........................................................................................................................ 10 3 ZX银行郑州分行私人银行客户流失现状 .......................................................................... 13 3.1 ZX银行郑州分行基本概况 ........................................................................................... 13 3.1.1 ZX银行郑州分行简介 ............................................................................................. 13 3.1.2 ZX银行郑州分行私人银欧亿·体育（中国）有限公司务现状 ..................................................................... 13 3.2 ZX银行郑州分行私人银行客户现状分析 ................................................................ 15 3.2.1 ZX银行郑州分行私人银行客户结构和需求特征 .............................................. 15 3.2.2 ZX银行郑州分行私人银行客户流失情况分析 .................................................. 23 4 ZX银行郑州分行私人银行客户流失原因分析 ............................................................... 27 VI 4.1 管理架构失调 ................................................................................................................ 27 4.2 信息系统落后 ................................................................................................................ 28 4.3 服务环节薄弱 ................................................................................................................ 29 4.4 客户关系管理创新不足 ................................................................................................ 30 4.5 专业化人才短缺 ............................................................................................................ 32 4.6 绩效考核单一 ...........................