Research On Private Banking Service Marketing Of Bank A's Inner Mongolia Branch

In 2007,the start of private business development in China,bank of China and royal bank of Scotland jointly launched a private banking business.After 10 years of development,China's GDP has increased 1.7 times,the per capita disposable income of urban residents has increased 1.5 times,and the number of high-net worth households has exceeded 2.1 million.The accumulation of personal wealth has helped China form a wealth management market of 120 trillion yuan and become the second largest high net worth market in the world.Bank's market competition is actually a competition in the customer resource,At present,the homogeneity of financial services offered by domestic Banks to high-end customers is very obvious.In view of that market as above,bank A can perfect its own service market strategy only when it is fully aware of the customer's demand,and at all times show the characteristics of high-end,professional,privacy and differentiation of private bank customer service in the private bank in the future.This paper first enumerates the theoretical contents of private banking and service marketing at home and abroad,and then studies the successful experience of domestic and foreign private banking advanced Banks.This paper analyzes the background of private banking business of bank A through the experience learned,and carries out SWOT analysis on the current development status,and summarizes the advantages,disadvantages,opportunities and threats of private banking business of bank A in Inner Mongolia branch.In target market,using the gap model of service marketing,mining in the specific content of A gap between Banks of private banking clients.Through investigation,it is found that there are some problems in the private banking business of Inner Mongolia branch of bank A,such as backward technology,lack of professional talents,unimproved service level,insufficient product innovation,and insufficient marketing intensity.As A result,the private banking business of Inner Mongolia branch of bank A lacks features,and the overall contribution of customers is low,which hinders the development of private banking business of Inner Mongolia branch of bank A.On this basis,this paper using the theory of 8 ps to heal A bank service quality gap,by analyzing the different dimensions of customers,and strengthen the relationship between management means to understand customer expectations,then according to the customer actual demand design products and service standards,through the personnel strategy and productivity and enhance the level of service quality strategy,finally through the channel strategy,pricing strategy and promotion strategy to promote private banking business and import,achieve customer service gap to bridge.On this basis,the new trend of service marketing development is further analyzed to build A sustainable development strategy for bank A's private banking business.