Research On Development Strategy In Private Banking Business Of Bank Of China Based On The Concept Of Service Marketing

Private bank is a kind of business that banks supply High Net Worth Individual with the top professional, to wealth management and financial security as the core package of financial services. It becomes a most important service that the business of private bank of a commercial bank for its characteristic of low-risk and high-return business with the development of modern banking. With the number of China's richest individuals have a volume of average assets increased year by year, the development of China's private banking business showed a huge market growth potential; on the other hand, with the full liberalization of China's financial sector has experienced foreign-funded banks have been have seized upon the enormous potential of the Chinese private banking market, while China's commercial banks in private banking business not yet been fully launched, China's commercial banks in the development of private banking business, faces enormous challenges. Bank of China is China's first private banking business to carry out domestic commercial banks, their private business development situation has greatly affected China's commercial banks, private banking business. In this paper, the Bank of China as the research object, the introduction of banking services marketing concepts, and learn from other banks in the development of domestic and international private banking experience and inspiration, based on the proposed Bank of China private banking business services marketing development strategy.