| Forty years of reform and opening up,the rapid growth of the economy has led to a sharp increase in social wealth,and the high-net-worth individuals have also experienced leap-forward growth in the past decade.Private banking,a foreign import,came into being.After 11 years of development and transformation,China's private banking industry has gradually become mature,and the competition has become more intense.How to provide better private banking products and services for high-net-worth clients has become a hot topic and problem.Studying the financial behavior of high-net-worth individuals and actively grasping the asset trends of high-net-worth individuals can effectively help commercial banks to dig deeper into customer needs and provide more suitable products and services to customers,thus achieving a win-win situation for banks and customers.Firstly,this paper analyzes and studies the factors that influence the financial behavior of high net worth people according to the public data of "China Private Wealth Report 2017" issued jointly by Bain & Company and China Merchants Bank,and "China Private Bank 2017:Ten-year Butterfly Change Ten-Year Outlook" issued jointly by Industrial Bank and Boston Consulting Company.Then it summarizes the characteristics of high net worth customer financing behavior and its impact on the development of private banking in China.Secondly,based on the actual situation of private banking of G Bank Guangdong Branch,combined with the questionnaire data analysis of private banking customers of G Bank Guangdong Branch,summarizes the financial behavior characteristics of private banking customers of G Bank Guangdong Branch.Through SWOT model analysis,this paper compares the advantages and disadvantages,opportunities and threats of G Bank Guangdong Branch,and draws inspiration from the advanced experience of HSBC and China Merchants Bank private banking.Finally,combined with the financial behavior characteristics of high net worth individuals in China,the analysis results of the financial behavior characteristics of private banking customers in Guangdong Branch of G Bank,and the advanced experience of other banks,the paper proceeds from the actual development of G Bank Guangdong Branch's services,and discusses the customer segmentation,products and services,system construction and the construction of private bank's wealth consultant team.Set up suggestions on the development of G bank Guangdong branch's private banking business.Firstly,in terms of customer segmentation,it is proposed that customer segmentation should be carried out according to their professional identity and demand preference,and different service strategies should be adopted for different types of customers according to the factors such as asset scale,investment experience and investment preference of customers.Second,in terms of product services,we should strengthen the linkage between domestic and overseas branches,strengthen cooperation with third-party financial and non-financial institutions,focus on customer needs,constantly expand and improve the supply channels of products and services,and realize the innovation of products and services.At the same time,we should create non-financial service brand and improve service connotation.It puts forward the viewpoints of "comprehensive credit granting by private bank customers" and "customer credit scoring system".It puts forward the viewpoints of "comprehensive credit granting by private bank customers" and "customer credit scoring system".It holds that the key customers,such as private entrepreneurs and executives,should be scored comprehensively and the customers should be granted credit comprehensively so as to improve the stickiness of key customers to banks.Thirdly,in the aspect of system construction,it pays attention to the mining of customer financial behavior and demand information data of private banking customer management system,strengthens the integration of mobile phone client functions,realizes the integration of real-time interaction,information disclosure,product and service information push,24-hour online question-answering and other functions,and continuously improves customer experience.In order to enhance the attractiveness of the younger generation of high net worth customers.Finally,in terms of the construction of wealth advisers in private banking,it is suggested to strengthen the continuous cultivation of experts,open up channels for the promotion of professionals and stabilize the ranks of wealth advisers.At the same time,we should strengthen the exchange of talents abroad,and through social recruitment and intra-industry cross-disciplinary recruitment,to achieve the integration of private bank wealth advisers.This paper will provide a strong theoretical basis and practical guidance for the development of private banking business of G Bank Guangdong Branch and even national commercial banks. |
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