A Study On The Private Banking Business Development Strategy Of ZG Bank Guangdong Branch

Private banking is for high net worth clients and their families,as the core wealth management,investment research as a means to high-level personnel for the support and professional services for the characteristics of high-end personalized comprehensive financial services.March 28,2007,ZG Bank launched private banking,private banking services to become in mainland China's first Chinese-funded banks.ZG Bank Guangdong Branch set up a private banking division in 2008,its customers and the stock of financial assets of private banking,ZG increment in the banking system remains the first,and the province of ICBC,China Merchants Bank and China Construction Bank and other customers scale,service reputation,brand image,and so is still in the wealth management market in the first echelon.For the development of ZG Bank,Guangdong Branch of the private banking business conducted in-depth research and analysis,to explore the bank's private banking business development strategy,ZG Bank Guangdong Branch to implement business transformation,develop innovative products,improve profitability,resulting in an overall increase of the line private banking comprehensive competitiveness,doing high-end wealth management customers preferred banks,private banks do best is of great significance for ZG bank branches in other provinces,as well as with the private banking industry also has important practical value.This paper shows that China's private banking sector has made great progress,has gradually entered a mature stage of development,the competition will return to the essence of wealth management to provide specialized investment banking and integrated financial services.Guangdong as the vanguard of China's economy,the number of high net worth individuals lead more than 10 million people,has created favorable conditions for the ZG Bank,Guangdong Development Bank Private Banking branch.Although ZG Guangdong Branch Bank Private Banking business has developed rapidly,the profit contributions of steady improvement,but there are still practitioners configuration insufficient professional capacity is not strong,the service was weak,and the customer experience low satisfaction,service model of a single,less competitive system inadequate support,data analysis is weak,product development and sales of imperfect mechanism and other issues.Thus,the Guangdong Development Bank Branches ZG private banking,private banking as a whole needs to be strengthened and layered brand building,highlighting the "do wealth management bank of choice" and "do the best private banking," the two brands,strive to enhance the brand influence;professional needs steadily Account Manager sequence construction,expansion team,the implementation of broadband pay,improve training management system,to create a professional,high-quality private banking account managers;requires a commitment to high net worth clients to create an integrated product of the financial services and professional services platform,including open product platform diversification,asset allocation service platform,the global financial services platform and exclusive value-added service platform to enhance the private banking customer experience satisfaction and market competitiveness;the need to build a safe and efficient information technology system,the application of new Internet technologies,and promote service model upgrade,to enhance comprehensive market competition gifted or services;need to continue to promote multi-level comprehensive risk management system,system control,personnel control,key business monitoring and other aspects,operational risk,moral and reputational risks for tighter internal management to build a more comprehensive,proactive,efficient and professional risk control system,protect and enhance the viability of private banking security.