On The Commercial Banks To The Private Business Of Brand Building

With the continuously opening of our financial market, private banking business has become core business strategy of foreign banks to enter into China market. Facing such competition and great market potential, it has been on the top list of our commercial banks to establish their products and brand of private banking business, consequently, build up our core competence to gain the market share respectively.The paper introduces the essence and necessity of developing private banking business. By case analysis of China Everbright Bank Taiyuan Branch in developing its own brand of private banking business which includes their saving management, private loan acquisitions, credit card operation etc, the paper tries to explore the problems of today's private banking system in China related business mentality, HR management, marketing, operating system and product development, and then, find solutions to solve the problems and conduct the way to develop diversified and attractive private banking business.The paper has created some strategies and tactics to develop private banking business, such as establishing appropriate marketing mix;extending network;enhancing the financing service ability of the counter level;by analysis of market diversity, creating customized service product to meet the market requirement. In a word, the methods the paper developed will be conductive and creative for commercial banks which intend to develop their private banking business and achieve further buinesss increase.