A Study On Marketing Strategy For The Private Banking Of Jinhua Branch Of Bank G

With the rapid development of China's economy,the disposable wealth of residents has increased significantly,which also promotes the vigorous development of private banking business.Private banking has now become the strategic direction for major domestic banks to strengthen their profitability,enhance their core competitiveness and optimize their banking business structure.In order to establish their own brand image of private banks,major commercial banks have invested heavily and achieved certain results.As a new type of financial service business,the private banking business of Bank G Jinhua Branch is at the primary stage of its marketing and service strategy in the fierce inter-industry competition.It has been challenged by the rapid development of other commercial banks.In order to seize the opportunity of the development of private banking business in China and occupy the high net value customer market,the research on its marketing strategy is particularly important.Important.Firstly,on the basis of combing the relevant concepts and theories of private banks at home and abroad,combining with the basic status of private banking business development of G Bank Jinhua Branch,this paper analyses the existing problems of private banking business and identifies its causes.Secondly,through STP analysis of private banking business of Bank G Jinhua Branch,we can make clear its market segmentation,target market selection and target market positioning.Thirdly,based on STP analysis and under the guidance of 4V marketing theory and successful experience,corresponding marketing strategies are formulated from four aspects: differentiated marketing strategy,functional elasticity,added value and resonance marketing.Finally,the paper gives the guarantee measures for the implementation of the marketing strategy of private banking business of Bank G Jinhua Branch from three aspects of organization,personnel and technology.In the aspect of differentiated marketing strategy,this paper puts forward the strategies of improving product system and product portfolio,establishing brand image and precise marketing in different regions;improving core functions of products and expanding services in the aspect of functional elasticity;globalizing layout and developing multi-dimensional value-added services in the aspect of added value;and resonance marketing.On the other hand,the strategy to achieve emotional resonance with customers by professional team.On the one hand,I hope to help the private banking business of Bank G Jinhua Branch develop rapidly by discussing and researching the private banking business of Bank G Jinhua Branch.On the other hand,I hope to give the domestic commercial banks the necessary reference and reference to promote the orderly development of private banking related business.