Research On Private Banking Business Marketing Strategy Of Commercial Banks In China

The business of private banking has been over 100 years history of development in the world, but it's a brand-new thing to China. With the development of economy, the accumulation of national wealth, the business of private banking has gradually formed its own marketing needs and development space in China. In addition, as HSBC, Standard Chartered, Citigroup and other foreign banks conduct RMB business since the beginning of 2007, foreign commercial banks will have fewer and fewer business constraints in China. By virtue of their years of advantages in the operations, product development, marketing experience and high-end talents, foreign banks will occupy a high market size in the private banking market of China and have greater advantages. From March 28, 2007, as the Bank of China opened the first private banking sector in China, domestic commercial banks have set foot in the private banking business, but after all, they are all lack of experience. At the same time, the proportion of tertiary industry in the 21st century will be more important. As a high-end service in commercial banks, the importance of private banking is also self-evident in the future.This paper studies the basic theory and theoretical framework for marketing, based on the service marketing and commercial banks marketing related, clear private bank concept, service object and the service content of Chinese commercial banks, then the private banking business marketing status and existing problems were analyzed, and then choose to have representative foreign commercial banks - HSBC, and domestic commercial banks - the bank of China, the comparative analysis of the private banking business aspects of marketing model and characteristics, and find out the deficiency of domestic commercial banks, Finally from the angle of service marketing to study the marketing strategy of private banking business, in combination with China's specific national conditions, and the advanced experience of foreign private banking business, from product strategy, pricing strategy, placing strategy, promotion strategy, personnel strategy, process strategy, physical evidence strategy of seven aspects to put forward suggestions of the private banking business marketing for China's commercial banks.