Research On Private Banking Business Marketing Strategy For Bank Of China Changchun Kangping Brunch

Private banking originated in Switzerland in the 16 th century and mainly served the European aristocracy to manage and plan their property.After more than 400 years of reform and development in Europe,the marketing system of private Banks has been gradually improved.Although private Banks have been established abroad for hundreds of years,they still have not formed a complete development system in China.In recent years,China's rapid economic development,the rapid growth of residents' assets,the domestic emerged a large number of high net worth population,the traditional financial services is far from enough for these high net worth population,only the private banking business to satisfy their demand for estate planning,this also prompted the rapid development of private banking in China.China's private banking market has attracted the attention of Chinese and foreign Banks,who are focusing on high-end clients in China.Financial institutions have also made private banking a focus of competition.Faced with fierce competition for high-end customers,bank of China was the first to set up its own private bank.As the first state-owned commercial bank to develop private banking business and an old bank with a history of 100 years,it has many overseas branches in foreign countries.How to establish a complete marketing and development system of private Banks as soon as possible and improve the status of private Banks have become the key issues that Banks should pay attention to.Private banking business in China has made late progress,with less practical experience and less awareness of private banking.Based on the above reasons,this paper elaborates on the overall development status of private Banks in combination with the financial products they provide and the objects they serve.According to the current fierce competition environment of domestic private Banks,this paper analyzes the existing problems in the private banking business of bank of China kangping street branch,such as single financial products,unclear customer segmentation,lack of professional financial talents,imperfect service and marketing system,and inadequate maintenance of high net worth customers.These problems have become related factors hindering the business development and market expansion of the bank of China changchun kangping street branch.Based on the status quo of private banking marketing development of bank of China changchun kangping street sub-branch,this paper analyzes the marketing environment of private banking business of bank of China changchun kangping street sub-branch and puts forward corresponding marketing strategies.This paper USES PEST analysis method to analyze the macro marketing environment of bank of China changchun kangping street branch private bank from the aspects of political factors,economic factors,social factors and technical factors.SWOT analysis is used to identify the competitive advantages,disadvantages,potential threats and opportunities of the private banking business of the bank of China changchun kangping street branch.Basis of dunes street branch of internal and external environmental analysis,using the STP model for private banking market segmentation and target market positioning,product strategy,price strategy,channel strategy,promotion strategy,talent strategy of effective development strategy,and from the construction of talent team,the improvement of electronic level perspective,marketing management system construction of the bank of China changchun dunes street branch of private banking security plan on the implementation of marketing strategy.This paper is expected to provide help for the development of bank of China changchun kangping street sub-branch's private banking business and the improvement of its competitiveness.At the same time,it also provides relevant experience for other domestic commercial Banks and private Banks.