Study On Private Bank Marketing Strategy Of CCB Liaoning Branch

Private banking refers to specific commercial banks to provide differentiation, specialization and privacy of senior financial services to have a wealth of affluent individuals and families. Due to the continuous improvement of the rapid development of China’s economy and the people’s living standards, the wealthy who are constantly increasing, growing financial demand.Based on the above the main reason, the paper chose Liaoning Branch of China Construction Bank’s private banking business as a research object, by conducting an analysis of the internal and external environment of the province of private banking, private banking draw on the advantages, disadvantages, opportunities and threats, and using SWOT method the combination of these factors were analyzed. Then the analysis is based on a combination of the above conclusions, the paper overall marketing strategy, Liaoning Branch of China Construction Bank’s private banking and private banking marketing strategy for a detailed analysis, while developing a marketing strategy for private banking. Then the marketing strategy of the private banking business conducted a comprehensive analysis and the implementation of the safeguard mechanism CCB Liaoning Branch private banking marketing strategy launched a detailed discussion. When the research paper also uses the PEST and Porter’s five forces model method determined CCB Private Banking positioning and development goals. According to the results of these analyzes proposed targeted countermeasures. I hope that through this research, it is possible for the bank to carry out private banking and other commercial banks to develop our private banking business bring valuable reference for.