Research On Private Banking Marketing Strategy Of J Bank Jiangsu Branch

By the end of 2016,the total amount of investable assets held by Chinese individuals reached 165 trillion RMB,among which the number of Chinese high-net-worth clients with investable assets above 10 million RMB reached 1.58 million,and high-net-worth clients with investable assets of 49 trillion RMB.Looking back on 2015-2016,China's macroeconomic development presented an 1-shaped trend under the"new normal".China's private wealth market continued to maintain rapid growth,and the huge wealth market provided unprecedented development opportunities and increasingly fierce market challenges for China's commercial Banks' private banking business.In order to stand out in such a market environment,commercial Banks should not only rely on their core strategic management and group development ability,but also establish a comprehensive marketing strategy of multiple resource integration.In recent years,in the face of huge private banking market,commercial Banks in China lack for private banking business clear marketing strategy,take J Bank Jiangsu Branch as an example,the current marketing strategy and the traditional retail banking model is similar,usually by the price war,supplement the marketing expenses,such as performance appraisal means to promote the sales of products,in the long run,is not only a wealth of high net worth individuals form a waste of resources,to maximize the profitability of private banking,especially in front of the huge market competition opportunity greatly weaken the commercial bank for high net worth individuals to invest the management ability.In this context,how to formulate a sustainable and competitive marketing strategy for private banking business is particularly important and urgent.This paper has fully studied the relevant theoretical research results at home and abroad,focusing on how to develop a marketing strategy that matches the endowment of private Banks in Jiangsu branch of bank J.First of all,it summarizes the basic theory of private bank marketing strategy,and comprehensively expounds the development process of private bank marketing strategy at home and abroad.Then,taking private banking business of Jiangsu branch of bank J as a case study,point out from various perspectives that many problems have been exposed at target market segmentation and marketing strategy implementation.The current situation of its marketing strategy is analyzed from a variety of perspectives,and the existing deficiencies and constraints are further analyzed.Finally,on the basis of the above analysis and combined with the relevant theories of marketing management,a comprehensive solution of marketing strategy is formulated for bank J Jiangsu branch.In this paper,based on the principle of combining theory with practice,the integrated use of literature research and empirical analysis,case study,qualitative analysis and data analysis methods,from the angles such as market segmentation,target market,marketing mix study summarized its marketing strategy,from the aspects of customer management and marketing effectiveness qualitatively the effect of marketing strategy,and combining the results with the theory of marketing management,set up suitable for the development of J bank branches in Jiangsu province private bank marketing strategy,put forward a new marketing mode:We respect the law of private banking business development,truly focus on customers,realize the transformation of private banking business from product sales to customer marketing,and practice the important value of private banking business to provide more professional services to high-net-worth clients and meet their deeper needs.