Development Strategy Research On High-End Individual Customer Of NH-branch

Commercial bank individual high-end customers business refers to a special bank for high net worth of rich personalized, high level of asset management services. With the sustained and rapid growth of China’s economy, the wealthy scale expands rapidly, and their value of the wealth demand continues to rise, to carry out the individual high-end customers business become the inexorable choice for commercial Banks.Represented by private banking business of foreign advanced Banks high-end customer business has a long history and has formed a mature business model, compared with domestic, commercial Banks in this field still has not formed system. As a branch of NH branch, compared to 27 local financial trade, in the high-end customer business development problems remain to be solved.This paper is to research, in this context, how to further develop high-end customers market of NH branch, achieve bigger and stronger. This article discussed in the following order:first, introduce the connotation of individual high-end customers, to discuss its value and significance in the real business activities, marketing theory, customer relationship management and relevant theory of the review; Then, in the high-end customer business of commercial Banks at home and abroad on the basis of analyzing and summarizing, excellent examples for reference, combining with the actual situation of NH branch, the market demand research. Then, on the basis of NH branches of a large amount of data analysis, further has carried on the comparison and evaluation, through the SWOT analysis, PEST analysis, data analysis, comparative analysis and research methods of analysis, put forward NH branch of the current advantages and problems of the business. Finally, before a lot of discussion for bedding, based on the realistic experience, according to main problems of NH branch, the combination of commercial bank marketing theory, proposed the NH branch proposal for the development of individual high-end customers, proposed the feasible to deal with the business development strategy.Based on the actual business situation of NH branch to carry out research, in-depth research individual high-end customers market demand, the development of the industry status of the business. Internal reference industry authority data report and financial theory as the support, used the SWOT analysis, PEST analysis, data research, case research and comparative analysis, and a series of methods, excellent examples at home and abroad for reference, combining with the actual data of NH branch, in-depth theoretical analysis. And based on the author in NH branch many years working experience in retail banking, dealing with business development strategy and implementation Suggestions, makes every effort to achieve the enterprise pursuit of NH branch, and provide valuable reference, the final realization of competitiveness.