Research On Marketing Strategy Of Bank Of China, Jiangmen Branch Of The Private Banking Business

With the rapid development of our country’s economy, the scale of the wealthy isexpanding, therefore, the demand of those people for increasing the value of wealth israising, and it is necessary for commercial bank to develop private banking business.Private banking refers specifically to the rich to provide personalized and high-levelservices. The400years history of Private banking business in Western developedcountries has fully proved that private banking business are highly profitable, as wellas the development of private banking for commercial banks. Based on the expositionof the basic theory of private banking, it analyses the problems of Jiangmen Branch ofthe private banking business in China. According to development and experience offoreign private banking, it proposes the strategy of development for the privatebanking business.This first chapter describes concepts about private banking and private banking,and sums up the characteristics of the private banking business. The second chapterdescribes private banking business and related theories, as well as theories related tomarketing strategy. Chapter III combines the actual situation of business developmentin private banking branch of the Bank of China Jiangmen, analyzing the problemsexisted in carrying out the private banking business in the current Bank of China,Jiangmen Branch. Chapter IV illustrates background and status of the development offoreign private banking, analyzing the sense of the development of private bankingbusiness for the development of commercial banks. Chapter V proposes the responsefor developing branch of the Bank of China Jiangmen private banking.Through analyzing, this paper draws a conclusion that the Bank of ChinaJiangmen’s private banking business can be promoted through the following fiveaspects, breaking the limit of separate operation, strengthening financial innovation,accelerating human development, perfecting risk control, and strengthening themarketing strategy.