Research On Private Banking Service Marketing Strategy Of Jilin Branch Of ICBC

In recent years,China's rapid economic development has led to a significant increase in the wealth of residents,but also led to the vigorous development of private banking business.The private banking business has become a strategic direction for domestic banks to strengthen profitability,enhance core competitiveness and optimize the business structure of commercial banks,the banks have invested heavily,and establish their own private banking brand image and have achieved some results.However,in the fierce competition in the industry,as a financial service institution of private banks,the most significant change is: marketing and service is becoming more and more important in the success factors,their contribution in bank revenue has become increasingly prominent.In this paper,from the service marketing theory as a product of bank services,will be discussed from a number of aspects of 7Ps,so that the service from the inside out of shape,so that high net worth customers really appreciate the value of private banks.Financial institutions,ICBC Jilin branch business department as an influential Changchun area,set up private banking center only more than two years,wants to expand the area Changchun private banking market is very urgent.In this paper,through the research on the service marketing theory,7Ps theory,private banking services marketing unique and other aspects,and strive to based on the theory and practice,and then found the current development in the private banking business and the existing problems,through the further analysis of STP,the use of 7Ps service marketing theory and puts forward the corresponding marketing strategy improvement advice.Finally,from the optimization of the internal structure of marketing organizations at all levels and responsibilities,accelerate private banking professional marketing personnel training,continue to optimize the evaluation mechanism,perfect business management system,perfect the private banking private banking value-added service system put forward marketing strategy for the implementation of monitoring and protection recommendations,and for the ICBC branch in Jilin Province Department of development of private banks business help.