Research On The Competitive Advantage Of Commercial Banks' Personal High-end Wealth Management Business

Since the reform and opening up,China's economy has maintained rapid development,and the total savings deposits have risen year by year.The per capital disposable income has increased year by year,and the accumulation of personal wealth has continued to accumulate.The vigorous development of the capital market,the reform of the economic system bonus,the rapid development of real estate have created many billionaires.Faced with the rapid growth of personal high net worth customers,financial service for high net worth customers in China is facing extremely valuable opportunities for development.In recent years,banks have explored individual high net worth customers service model,and have tried their best to seize personal high net worth customers market share.At the same time,the development of personal financial services faces many challenges: with the liberalization of interest rate liberalization,commercial bank interest income decline,product innovation is imperative;the rise of Internet banking,launched a variety of treasure class products,the banking business in positive competition;tighter regulation,investment in exploration in order to control the risk,the bank financial products high degree of homogeneity,financial innovation increasingly standardized,imminent transformation of profit model and so on,these factors make banks must actively looking for target customers and new business growth,to ensure the business scale and profit growth.I work in a state-owned big firm,15 years engaged in personal financial business management,seeing that personal financial services of domestic high-asset witnessed from the rise to the whole process of development,proposed under the guidance of my tutor,refering to the research of scholars at domestic and abroad,using the theory of customer relationship management,market segmentation,life cycle,combined with the actual case of A branch,in-depth analysis of the current situation of personal financial business of high-asset customers,facing four major problems: the lead department is unclear;the homogeneity of products;the quality of financial managersshould be improved;lack of innovative products and services.Analyzed by PEST and SWOT through the operation of the internal and external environment of A branch,China Merchants Bank and the industrial and Commercial Bank of China and the advanced experience of brothers in high-asset customers personal financial business in the industry,put forward solutions from the clear departmental responsibilities,improve the management system,improve the customer experience,increase investment in science and technology,products,management and prevention of moral and reputational risk,finally verified by practice,to illustrate the effectiveness of proposed.According to the analysis problem to solve problems,a detailed analysis and propose solutions to the A branch of the high-end individual customers financial services,has a positive significance to promote the development of individual business of A branch,in order to provide reference for high-asset individual customers management of bank Z.