Study On The Improvement Of Hefei City Commercial Bank Private Bank Business Marketing Stratege

China economic opening in 13th Five-Year, ending in 12th Five-Year, the "new normal" is the biggest economic reality Chinese. Wenzhongqiujin overall tone is 2016 China economic work, Chinese continued economic development in transition. And brought about by the economic downturn of the decline in earnings growth, banks rely on traditional deposit and loan spreads profit model is very difficult to gain a foothold in the competition. Private banking business is retail financial business of commercial bank in the top emerging business, with capital occupation, low added value, high income with stable, is the commercial banks face changes in the market environment, to speed up the transformation of business, create the breach of the revenue and profits。Firstly, this paper defines the concept of private banking business, and reviews the development model, related products and services. On the market to provide private banking services mechanism mainly comprises a universal banking, investment banking, asset management institutions, independent of traditional private banking, home office etc.. Due to the development and management mode, the rendered services also have different characteristics, the mechanism is its unique advantage in the market competition of the high net worth clients. Then the author summarizes the current private banking institutions around the market mainly provide products and services, including asset management, tax consulting, real estate consulting etc.Secondly, analysis of marketing environment of the Hefei a commercial bank, including from the point of view of the pest to analyze the macro environment analysis, industry environment analysis and its micro environment; combined with the bank’s private banking business development present situation and the existing problems, through the analysis of SWOT and STP analysis and improvement, using 7PS service marketing theory put forward the corresponding marketing strategy recommendations for improvement.Finally from the optimization of the structure of internal marketing organizations at all levels and clear responsibilities, to speed up the private silver professional marketing talent training, continuous optimization evaluation mechanism, improving the private banking business operation management system, perfect the system of the private bank, value-added services and other aspects of marketing strategy implementation of monitoring and security advice, thus provide a reference for the development of the private banking business of commercial bank.