GZ Rural Commercial Bank Asset Custody Service Marketing Strategy Research

At present, the asset custody business is in a golden development period, and in the next 10 years, with the rapid developm ent of direct financing and w ealth m anagement m arket, asset custody business w ith the as set m anagement business developm ent, will continue to develop rapidly. Asset custody service re fers to that, the qualified commercial Banks or other financial institutions, as of the entrusted assets custodian, according to the provisions of relevant laws and regulations and asset m anagement contract, provide safe custody, asset investm ent supervision, settlement, accounting and valuation and a series of services. W ith the m arketization of interest rate, financial disinterm ediation and the growing of network fina nce, commercial Banks rely on the traditional loan interest rate differentials to e arn income is inc reasingly being d iluted, asset custody services as a middle business with higher comprehensive benefit, to become the business that comm ercial Banks f ocus on. Banks began to actively seek to carry out the asset custody business, make the asset m anagement industry in the scale, at the same time, the com petition is increasingly fierce.This paper put GZ Rural Comm ercial Bank as an exam ple, though m acro and m icro two different aspects, studies on the m arketing stra tegy of the asset custody services, reviews the marketing management of the relevant theories and analyzes the current assets custody services market competition environm ent and the statu s of service m arket, thus provides a basis for the future marketing works. By using S WOT analysis and m arket positioning m ethods, this paper combines the advantages in res ources and capacity of GZ Rur al Commercial Bank, establishes the asset custody service marketing strategies.