Research On Marketing Strategy Of The Real Estate Private Banking Clients Of NC Branch Of The Industrial And Commercial Bank Of China

The industrial and commercial bank of China(ICBC for short)established its private banking department in Shanghai in 2008.The function is servicing for the marketing and maintenance of clients whose personal financial assets are over 8 million.Through the ten years’ development,the number of the private banking clients of ICBC goes from the initial 4318 to 80720 of the end of 2018.With the growing of the customer size,the marketing strategy is keeping update.Nowadays the private banking department is focusing on the customer group marketing of the ten target markets.This paper chooses one of the ten target markets as its researching object,named the real estate market.The studying object is also specified to one city(NC city),where the author is living.This paper is made up of six parts.The first part tells us the subject background,research significance,research content and the research method.The purpose of this paper is to find a better way to develop the private banking operation.The whole paper will use the method of documentary research,interview analysis,questionnaire survey,practical demonstration and so on.The second part tells us some related theories,including the introduction of customer group marketing of ICBC,the conception of the private banking clients and the marketing theories.The third part describes the real estate private banking development status of NC branch of ICBC.It also gives us the problem analysis of the specific market.Though the potential of the real estate private banking is very big,the marketing of NC branch of ICBC for the real estate clients needs to be strengthened.Now there are three problems,namely the marketing philosophy,professional ability and the channel of getting more clients.The fourth part focuses on the needs of our target customer group.We get our conclusion from the internal interviews and the external questionnaire surveys.We know the common needs of the targeting clients are the following six sides: the need of knowing the macro-economy and policy information,the need of loan cooperation,the need of cash flow,the need of segregation of individual and enterprise assets,the need of wealth management,the need of individual hobbies and interests.Without doubt,different individuals focus on different needs.The fifth part is focusing on the marketing strategy of our target customer group.Firstly,we should build a professional marketing team.Then,we customize a marketing plan for the target customer group according to the needs.The last part is the whole conclusion and my thinking about the actual work and marketing.In one word,the author uses the real case to study with the wish to broaden the channels of getting more private banking clients.The studying of the theme helps to accelerate the private banking business development in the real work.If the replication effect is successful in other customer group marketing,the studying would be more valuable.