Research On The Marketing Management Of M Bank's Private Banking Business

In the second decade of the 21 st century,as China has entered the ranks of middle-income countries,private banking as an emerging business has developed rapidly and has great potential.However,the rapid development of private banking has also brought many development problems to commercial banks: commercial banks have set up private banking departments,resulting in a single product,serious homogenization,and marketing management cannot keep up with private banking.The pace of development,etc.The thesis cuts into the private banking business management management perspective of M Bank,analyzes the current situation of the bank's private banking business management,and discusses the problems and strategies of the bank's private banking marketing management optimization to improve the competitiveness of the banking business.Firstly,the thesis expounds the development of private banks at home and abroad,and analyzes the the current status and problems existing in the private banking business of M Bank.Through the questionnaire survey of high-net-worth clients,the development of M Bank has a lack of influence on the brand of private banking business.The products of private banking are single and the homogenization is serious.The customer service system cannot keep up with the development needs;the quality of marketing personnel needs to be improved,and the training in the industry lags behind.Lack of brand awareness,insufficient product service innovation,etc.,in response to these problems,the thesis analyzes the causes of the problems in depth,and finally proposes targeted countermeasures,including focusing on brand building,strengthening product differentiation,and improving the marketing service system.Simplify the process,reduce costs as the main content of M Bank's private banking marketing management optimization program and strengthen marketing management training,enhance employee service awareness and professional quality,improve service platform and company structure,strengthen risk and performance management and other supporting measures,which ensure the optimal strategy is implemented effectively meet the needs of high net worth clients.The problems studied in this thesis have certain universality and representativeness in the domestic private banking business.Through the research on the private banking business of M Bank,we explore the road suitable for the private banking business management of M Bank,which also provide some reference and inspiration to other peers.