The Market Development Strategy Of High-End Clients Financial Services Of Bank Of A Shandong Branch

With the rapid development of economy in China, its total sum of GDP has been developing at a sustained speed and total residents’savings deposits and per capita disposable incomes are also increasing year by year. The scale of residents’financial assets has been expanding, which results in an increasingly urgent demand for financial services. Meanwhile, commercial banks are actively implementing financial innovation to realize structural transformation and initiate diversified operation trends. The organic combination of the supply party and requisitioning party constitute a strong force, which greatly promotes the emergence and development of financial services and forms broad market space. Thus personal financial services not only become an effective method for all commercial banks to compete for clients but also bring them new drivers of profit growth.The author, currently holding the post of Personal Comprehensive Client Manager in Shandong Branch, based this thesis on his working experience of personal financial services. By applying related theories such as life cycle, modern portfolio, market segmentation and financial innovation, he studied the mature experience of commercial banks at home and abroad in terms of developing financial services targeted at high-end clients. Then, he surveyed the current development situations of the financial services targeted at high-end clients in Shandong Bank, explored existing problems in the process of development, systematically analyzed current data including the demand characteristics, risk preference and source expansion of its high-end clients to find existing problems that restricted its development of financial services for high-end clients. Finally, through methods such as survey and normative study, comprehensive, effective and reasonable strategies were put forward to develop its market of financial services targeted at high-end clients.