Research On The Marketing Strategy Of Private Banking Business Of Agricultural Bank SX Branch

China carried out the reform of economic system effectively since 1980 s,and gradually solved problems met in the development in all walks of life.The reform has brought brilliant achievements in various fields.People's income increased,investment consumption increased,and people's financial awareness has been significantly improved.The current ordinary financial products and service have been unable to meet the demand for wealth management,so the bank must make deep adjustment.The private banking business increasingly favored by vast rich people because of its specialty,privacy and customized.The private banking department of Agricultural Bank SX branch established in August,2014.As of early 2016,ICBC,Bank of China,China Construction Bank in Shanxi province has established provincial private banking department and other commercial banks also has set up private banking business.Faced the adjustment of the current industry organization and the situation of the economic downturn,the Agricultural Bank SX branch must adjust marketing means,using their internal and external resources to open up their own world in the development of private banking business.Firstly,this paper introduces the marketing theory and the related documents of private banks,and makes a basis for the follow-up study.It introduces the origin and development of private banking,characteristics and domestic and foreign private banking development status.Other banks' marketing mode is our key reference.The core part of this paper is the analysis of the current dilemma and importance of private banking business in SX branch of the Agricultural Bank.By analyzing of the internal and external marketing environment,work out the marketing strategy of SX branch of the Agricultural Bank combining SWOT matrix model with STP model in the opportunities,threats,strengths and weaknesses.The final conclusion of this paper is to take discretionary asset management and advisory services as breakthrough of the private banking business in SX branch of the Agricultural Bank.This paper consults a lot of literature.By comparing characteristics of each bank,investigating large amounts of data of the internal and external industry,combining with the characteristics of private banking business,it finds a breakthrough and formulates the perfect marketing strategy.The research results of this paper is summed up on the basis of branch of Agricultural Bank of China in SX,and draws some management experience of domestic and foreign banks.I believe the research has certain realistic significance for the private banking business development of SX branch of the Agricultural Bank and so as to the industry development.