摘要
自改革开放后，中国的经济进入快速发展时期，产生巨大的财富效应，高净值人群
逐渐积累起可观的家庭财富。随着经济的发展和财富的聚集效应，私人银行客户的数量
和规模正在迅速增长，于是专门为高净值人群服务的私人银欧亿·体育（中国）有限公司务应运而生。随着资管
新规的落地和利率市场化的推进，低风险低收益的理财产品大量回归存款本源后，高净
值人群的资产管理需求，将成为银行资产管理业务发展的主要动力，同时也为商业银行
带来了巨大的经济利润，直接影响着银行的可持续发展。
光大银行 Z分行私人银欧亿·体育（中国）有限公司务经过十余年的发展，积累了一定资产规模，实现了效
益的增加，为 Z分欧亿·体育（中国）有限公司务的提升做了一定贡献。但是随着业务的发展，也暴露出很多问
题。私行客户增量上遇到瓶颈，呈现出增长缓慢的态势；另一方面，存量私行客户也在
加速流失。私行客群经营能力不足，户均金融资产偏低，整体利润贡献度也较低。团队
建设上，Z分行在 2021年 6月刚成立私行一级部门，人员构架和增值服务体系不完整，
缺少大量专业财富管理人才。私行产品架构上，各家银行理财产品同质化加剧，没有特
色产品对客户产生足够吸引力。本文以光大银行 Z分行的私欧亿·体育（中国）有限公司务为主要研究对象，从
客户渠道、经营和维护能力、人才队伍管理、资源投入方面、私行产品竞争力五个方面，
分析光大银行 Z分行私欧亿·体育（中国）有限公司务目前发展所面临的问题。
针对以上分析发现的问题，从多维度分析问题产生的原因。外部原因，从 Z分行当
地业务发展所处的宏观经济环境，结合资管转型的背景以及近两年当地疫情、洪涝等灾
害对居民财富管理理念的影响。内部原因，从 Z分行现有的增值服务体系、私行团队的
管理、科研投入以及现有产品体系进行分析，运用行内近几年的私行数据、私行客户本
人有效面谈以及实际活动开展效果等方式方法，研究问题存在的原因。
通过本文的分析，针对光大银行 Z分行私人银欧亿·体育（中国）有限公司务现有的问题，从获客体系的搭
建、服务理念的转变、人才队伍的管理、私行资源的投入、产品体系的完善五个方面提
出具体可行的营销策略。意在通过营销策略，能帮助解决光大银行 Z分行近年私行客户
新增缓慢的问题，突破私欧亿·体育（中国）有限公司务发展的困局，寻找商业银行新的利润增长点。
关键词：光大银行；私人银欧亿·体育（中国）有限公司务；营销策略
I

ABSTRACT
Since the reform and opening up, China's economy has entered a period of rapid development, which
has produced a huge wealth effect. High net worth individuals have accumulated considerable household
wealth gradually.With the development of economy and the gathering effect of wealth, the number and
scale of private banks clients are growing rapidly, so private banks business specially serving high net
worth people come into being. As the information technology of the new rules to the ground and the
advancement of marketization of interest rate, a large number of low risk and low profit products return to
original deposit, high net worth people's asset management needs, will become the main driving force of
the development of the bank asset management business, as well as the commercial bank are of great
economic profits, directly influences the sustainable development of the bank.
After more than ten years of development, the private banking business of Z Branch of Everbright
Bank has accumulated a certain asset scale, realized the increase of benefits, and made a certain
contribution to the improvement of the business of Z Branch. However, with the development of business,
many problems have been exposed.Private bank customers incremental bottleneck growth is slow,on the
other hand, the stock of private bank customers are also accelerating loss. Private bank customers lack
operational ability, average household financial assets are low, the overall profit contribution is also low. In
terms of team building, Z Branch just established the first-level department of private bank in June 2021,
which is incomplete in personnel structure and value-added service system and lacks a large number of
professional wealth management talents.In terms of the product structure of private banks, the financial
management of all banks is becoming more homogeneous, and no characteristic products are attractive to
customers. This paper takes the private bank business of China Everbright Bank Z Branch as the main
research object, analyzes the problems facing the current development of private bank business of China
Everbright Bank Z Branch from five aspects: customer channel, operation and maintenance ability, talent
team management, resource investment and product competitiveness of private bank.
In view of the problems found in the analysis of Z Branch of Everbright Bank, Analyze the causes
from multidimensional dimensions. External reasons: from the macroeconomic environment of Z Branch's
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