Research On China Merchants Bank's Private Banking Marketing Model

Since the reform and opening up,China’s rapid economic development,accompanied by economic growth dividends,residents of personal wealth continue to accumulate,according to Bain and China Merchants Bank jointly issued the "China’s private wealth report 2015",as of the end of 2014,China’s individual investment The total assets of the scale reached 112 trillion yuan,the investment assets of more than 10 million yuan more than the number of high net worth of more than 100 million people,per capital investment assets of about 30 million yuan.The size of the assets reflects the huge market demand,so in March 2007,the Bank of China in the first set up a private banking department,the localization of private banking services officially opened the same year,in the subsequent 8 years time,under the local commercial banks The rapid development of private banking business,and formed their own business model and development path.This paper first introduced the whole of private banking,especially the development path of private banking business in mature countries and the key bias and business model of private banks in mature countries,and then proceeded to the private banking business model of representative commercial banks in China Introduction.Mainly on the C bank private banking marketing model to study.First of all,through the analysis of the status quo of private banking bank(including private bank size,market positioning,organizational structure,product development strategy,etc.),and compared with other commercial banks,private banks,and through the questionnaire on the existing private Bank customers to carry out the investigation,combined with the above materials for deep SWOT analysis,and for the analysis of C bank private bank marketing model of the relevant development strategies.