The Research Of Marketing Strategy Of Bank Of Z Shenzhen Branch

Private banking,as the spire of the commercial bank pyramid,private banking has been the focus of research.In 2007,private banking was introduced into China's banking sector and achieved rapid development,and in Beijing,Shanghai,Guangzhou and other first-tier cities have been a great success.Under the “new status” of growth path of China Economy,the scale of domestic personal wealth management grow steadily.According to the research from <Chinese Private Banking 2017> by BCG,the scale of domestic personal investible financial assets have arrived approximately 126 trillion till 2016.It is predictable that the scale will arrive 220 trillion in 2021.The current private banking business has been a lot of commercial banks as a key business development,Bank of Z as a commercial bank,has also begun to develop private banking business from 2008.But because of its bank is a new business,in the channel,talent and other aspects of the experience is very scarce,how to make full use of local advantages,successfully occupy the high-end market,to achieve a huge profit development strategy,become the subject of this paper.This paper takes the private banking business of Bank of Z as the research object,on the one hand,summarizes and draws lessons from the domestic and foreign research theory in this field,has further studied the private banking business,consummates the theoretical basis in this field,may also be the Bank of Z Shenzhen Branch provides theoretical guidance on private banking.By analyzing the current situation and problems of Bank of Z,this paper summarizes the problems encountered by banks in the process of implementing private banking business and puts forward countermeasures to avoid similar problems,so as to promote the rapid development of private banking in China.This paper analyzes the basic situation of the private banking business of Shenzhen Branch of Bank of China,analyzes the marketing strategy of Bank of China Shenzhen Branch from 4P and 4C theory respectively,and has formulated the marketing strategy based on 4P + 4C,and made specific suggestions to pay attention to customer demand and improve product and service system oriented product strategy;to meet the customer to pay the cost of rapid response to market-oriented pricing strategy;improve customer convenience,and strive to win-win channel strategy;the establishment of customer associations,customer-oriented marketing strategy.