Research On Private Bank Marketing Strategy Of CCB Changchun Xian Road Branch

Private banking originated in Switzerland in the 16 th century,and after centuries of development,European private banking has formed a perfect marketing system.In recent years,with the deepening of China's reform and development,the economic has developed rapidly,the living standards of the people are improving every day,a large number of affluent people have emerged in the country.For these high-end customers,traditional banking services have struggled to meet their financial needs,and they want their wealth to be more professionally managed.However,China's private banking business started late,and people's awareness and acceptance of it is not high.On the one hand is the huge market demand,on the other hand is the lack of practical and managerial experience in domestic financial institutions,the development of private banking business has become a major important issues for financial institutions.Based on the above reasons,this paper chooses the China Construction Bank Changchun Xian road branch private banking as the research object,from the marketing management point of view,on the commercial Bank Changchun Xian road branch of the private banking of the marketing strategy of comprehensive analysis,and put forward practical marketing strategy recommendations.This article uses the pest analysis method to analyze the macroscopic environment,carries on the summary and the analysis to the private bank's political factor,the economic factor,the social culture factor.Using the SWOT analysis method to analyze the marketing environment,make clear the advantage,disadvantage,opportunity and threat of the private banking in Changchun Xian road branch of CCB.Finally,Xian road branch private banking market segmentation,analysis of its target market and market positioning,put forward product strategy,talent strategy,channel strategy,technology strategy,and other strategic combinations,and the implementation of the marketing strategy of the security plan.It is hoped that through this research,it can help the development and promotion of the private banking business of Xian road branch in Changchun,and provide reference for the development of private banking of other commercial banks in China.