Research On The Marketing Strategy Of Wealth Management In Commercial Banks

High net worth individuals are the main customer group,wealth management according to the customer's risk to bear ability and wealth management needs for financial planning scheme,through the reasonable asset allocation,finally achieve the maximization of customer returns,as market and customer needs change timely adjust the asset allocation is the aim of the wealth management.Bank of China's wealth management business began in 2007,once launched,it will cause widespread concern in the industry,in the role of high profit margins,more and more banks set up wealth management business.With the continuous growth of domestic customer groups,the wealth management business market competition is becoming increasingly fierce,into a new stage of development.This paper first analyzes the existing wealth management business of China Merchants Bank,and makes a more detailed investigation of the business needs and customer status.The analysis shows that the current China Merchants Bank wealth management customers tend to buy more robust products to optimize their capital structure,more and more customers with cross-border financial demand,especially in the restricted shares,many shareholders customers with high willingness to invest.Related work in customer relationship maintenance,there are still many deficiencies of China Merchants Bank wealth management business,such as wealth management,customer service system is not perfect,low data rate information utilization,innovation ability is weak,these problems on the basis of the China Merchants Bank set up targeted improvement measures.In the design of financial products in the process,should fully consider the customer in each period of the product family needs,the corresponding methods of service also need to be targeted,especially to increase efforts to promote offbeat products,actively carry out various forms of customer relationship maintenance activities,increase the types of cross-border services,improve service quality.In the customer development work,mainly through the internal staff recommendation,partner introduction,the old customer upgrades and other channels to complete.In addition,it also puts forward some suggestions on the personnel training system in order to improve the awareness of risk management and improve the customer's information technology ability.With the development of the internet financial accelerator,and the impact of interest rate marketization reform,the traditional loan of commercial Banks business development mode,obviously can't deal with the current situation,the profit of continuously diluted,has caused great influence to the profitability of commercial Banks.So how to better development of wealth management,commercial Banks create more intermercial bank the development path of transformation.Based on the study of China merchants bank wealth management business,on the basis of existing conditions,summarizes the achievements of its objectivity and universality,to other bank wealth management business provides certain reference.