T Bank Private Banking Service Marketing Strategy Research

In mature financial markets abroad,private banks have not only become an important part of the commercial banking module,but also contributed a large share of commercial bank profits.In recent years,with the continuous development of China's economy,the high net worth group has become larger and larger,and the demand for wealth management has become stronger and stronger.Private bank have developed rapidly and the market prospect is broad.CITIC Bank T Branch(hereinafter referred to as T Bank)is located in Central Jiangsu Province.With the rise of the Soviet Union and China,T Bank relies on the rapid growth of the local economy,using the advanced management mode of modern commercial banks,and increasing the investment in the field of private banks.The net asset value customer has shown a good momentum of development and achieved certain results.However,in this area,competition among banks has also intensified,and development pressure has increased unprecedentedly.How T Bank Private Bank constantly adjusts and optimizes its own service marketing strategy in the new macro environment and market changes,so that it is invincible in the competition of the same industry is an important issue that needs to be solved urgently.This paper selects the private bank of T Bank as the object of inquiry.Firstly,it expounds the background of the research and the significance of the research.It introduces the concept of private bank and the research viewpoint of domestic and international marketing theory.It expounds the service marketing theory and focuses on the 7Ps service marketing theory.The elements were studied in depth;then a specific introduction was made to the private banking of T Bank,and the marketing process and marketing performance of T Bank's private banking services were analyzed.Furthermore,through questionnaire survey and logic analysis,the T-bank private banking service marketing process was researched,and the problems in T-bank private banking service marketing were summarized and the specific reasons were further analyzed.Based on the results of the above survey and the reasons,this paper combines the 7Ps service marketing theory to propose a corresponding optimization strategy for T Bank's private banking service marketing strategy,which is to broaden the private banking product innovation based on the group's advantages and formulate the price according to the diversification of products and customers.Strategy,strengthen the advertising and creative design and promotion strategy,make full use of the advantages of the Internet+channel to fill the short board,focus on the first-line talent training and team building,strengthen the customer service process system and information confidentiality system,and enhance the physical display of private banking hardware and software.Invest.Then,from the perspective of implementation guarantee,consider continuously strengthening the construction of specialized talents,increasing the investment and application of information technology,strengthening the business risk prevention of private banks,and integrating the relevant resources of CITIC Bank's branches as safeguard measures.Boost the long-term development of private banks in T Bank.I hope this research will serve as a reference for other banks' private banking service marketing.