Research On The Private Bank Business Marketing Strategy Of ZS Bank

Asa high-end business, private banking business in the optimization of customer resources, optimize the internal management, optimize the market as well as brand transition to boost commercial banks play a more positive role. In this paper, according to the relevant theory, the use of marketing and management knowledge and ideas, combined with the status quo, development of business marketing of ZS bank private bank’s advantages and disadvantages, facing the opportunity and threat analysis. Put forward the marketing strategy of the private banking business of ZS bank, so as to help them in the market competition to seize the initiative, rob share, vigorously promote private banking products, improve product cross selling efforts, expand the customer group, increase customer loyalty and contribution, to enhance the market competitiveness.The rapid development of China’s private banking business, and formed a relatively mature, stable service mode. At present, ZS bank is taken "1+N" team service mode, common for private banking customers tailored to a set of wealth management planning. However, this new thing of private banking, exposed a series of problems in the process of development in China, product homogenization serious, policy and legal constraints, lack of talent training mechanism, lack of customer control and channel construction relatively thin. Through the SWOT analysis to see, ZS bank private bank should overcome the development of private banking business in to defuse the threat, the ZS private banking is more rapid and steady development.The marketing strategy of private bank ZS bank should choose:ZS private banking customer segmentation and pattern, from the management point of view, because the customer needs a very professional, comprehensive wealth management services, so ZS private banking integration advantages of various departments "business model" is the best choice. Strengthening the private banking service7P strategy, brand effect based on ZS bank, by emphasizing the importance of in service and in the exchange of information associated with the service. The sales and customer management strategy, customer development manager, strengthen customer development manager and customer manager cooperation, service channel construction of client manager and customer service center with a combination of. Market Research and investment consulting construction strategy, ZS bank should establish a high level of market research and consulting team, this is the embodiment of professional, some important differences also private banking business. Strengthen marketing product management strategy, including product management, marketing management and customer manager management. The design of the private banking business operation process framework, marketing process should include4level two processes:market analysis, customer segmentation, marketing planning, marketing planning. Do ZS bank private bank liquidity risk and reputation risk management.