The Study On The Development Strategy Of Wealth Management In Icbc Hunan Branch

In recent years, the domestic personal wealth management business has developed vigorously with the rapid sustained economic development and the increase of resident’s wealth. But with the accumulation of the personal wealth, the common personal wealth management business could not meet the needs of priority customers. However, the wealth management market of priority customers, whose financial assets are more than a million, holds great power. Therefore, it becomes a highly sought-after market for the major financial institutions, who introduce various attractive products and new services to attract them and gain new profit growth point.At the same time, the changeable financial environment of the world economy also deeply influences the development of the wealth management business such as the financial crisis, so the priority customers would turn the wealth management business to the domestic financial institutions. Under this circumstance, with more overall and professional services, the domestic financial institutions vigorously develop wealth management business, detail customer base, and focus on the customer needs. Currently, in the transformation period of ICBC, wealth management business, as a new profit growth point in the bank, is more contributive than personal wealth management business. At the background of conducting a new mechanism reformation at ICBC of Hunan Branch, wealth management business develops into a core of personal financial business.Taking this as the background, the thesis conducts the research on the development of wealth management business at ICBC of Hunan Branch. Firstly, with comparative analysis method and case analysis method, the thesis analyzes theoretical basis of wealth management business at Commercial Bank and the advantages and disadvantages of wealth management business development, and has full understanding of the current situation of wealth management business at ICBC of Hunan Branch. Then, combined with the present situation of ICBC of Hunan Branch, and taken the advanced experience of American wealth management business as an example, the thesis comparatively analyzes the organization structure, brand building, and product innovation of wealth management business development. Finally, based on the former analysis, the thesis proposes suggestions on the aspects of organization structure, brand building, product innovation and marketing management of wealth management business development, and provides an effective reference to ICBC of Hunan Branch on how to respond to fierce competition and establish its own competitive advantages.