Research Of GS Private Banking Marketing Model

Private banking business has a history of over100years has been in the international arena, but in China it is a new thing. This research adopts methods of case analysis and comparative analysis of a combination of marketing strategy, studies the problem of private banking, private banking business of GS bank. GS private banking business combination of database marketing and product customization model in marketing,"the manager role to customer’s banker", in order to maximize the profits of the product.Based on the7Ps framework, this paper compares the GS private bank and Citi private bank marketing mode, and put forward the GS Private Bank of Citi private bank business marketing model can be replicated analysis, copy GS banks in customer standards, products and services, personnel, process, partial replication in the visible display, adhere to their own patterns in the channel and promotion. Analysis of GS private bank business marketing mode based on this, this study proposed seven suggestions, improve marketing pattern of private banking business of GS bank mainly include:(1) on the product side, diversification and innovation of the products according to the market segmentation;(2) on the price side, around the core earnings plate diversified pricing system;(3) in the channel side, to the target market as the orientation distribution channels;(4) in the promotion, advertising and market positioning based on Tube Propagation;(5) in the side, the proposed market-oriented and customer manager training;(6) in the side, details of a focus on customer service;(7) in the display side, transfer service features in customer contact point.