Research On The Marketing Strategy Of A Branch Of XY Bank For High-net-worth Customers

Since the reform and opening up in 1978,China's economy has achieved steady growth and its GDP has steadily increased,which has resulted in the continuous increase of national income and the rapid accumulation of disposable wealth of residents.On the one hand,with the rapid growth of high net worth population,along with the acceleration of population "aging",this part of the population put forward an objective demand for the maintenance and appreciation of their own wealth,which has become the soil for commercial banks to carry out wealth management business;on the other hand,with the deepening of interest rate marketization,commercial banks are forced to find new profit growth points,and the wealth management business is due to its low capital The advantages of occupation,low-risk operation and high-yield have become the only choice for commercial bank business transformation.At present,China's economy has changed from a high-speed growth stage to a high-quality development stage,and the wealth management of high net worth people has become the main direction for commercial banks to carry out business.Starting from the concept of commercial banks and high net worth customers,this paper analyzes the marketing mode of wealth management institutions at home and abroad by using the theories of marketing mix theory,STP theory,PEST analysis and Porter's five forces analysis model,and obtains the experience and Revelation of the development of wealth management business of banks and the problems existing in the marketing of high net worth customers of XY bank at present.This paper analyzes the political,economic,social and technological environment through PEST model,and analyzes the scale and degree of competition in the industry from the five aspects of existing competitors,substitutes,potential entrants,suppliers and buyers with Porter's five force model.The SWOT model is used to analyze the internal and external advantages and threats of XY bank.Through the above analysis,the conclusion is drawn that the marketing strategy of a branch of XY bank's high net worth customers is: first,marketing differentiated products according to the characteristics of customers.The high net worth customers are divided into five categories according to their risk tolerance from high to low.In terms of profitability,risk,liquidity and security,the financial product portfolio suitable for their own characteristics is recommended for the high net worth customers.Meanwhile,the innovative value-added service products are provided according to the specific needs of customers to reduce the homogeneity with other products and meet the differences of customers Besides,it can also avoid the loss of high net worth customers of banks.Secondly,expand the channels of high net worth customers,and explore high net worth customers through bank staff,Internet service platform,old customer recommendation and cooperation with other institutions.Thirdly,we should focus on customers to improve wealth management services,improve customer service according to customer level segmentation,clarify the precise positioning of high net worth customers,enhance the depth of high net worth customer service,and improve customer stickiness.Finally,we should hold marketing activities to promote sales,do a good job in activity planning,pay attention to the marketing effect,carry out targeted theme marketing activities,and establish a good reputation of the bank while promoting the consumption of value-added products.At the same time,the guarantee of high net worth customer marketing includes strengthening the talent cultivation of high net worth customer marketing service,strengthening the personnel allocation,improving the service ability,improving the staff assessment system,establishing a layered and professional maintenance team,strengthening the risk prevention of high net worth customer marketing,improving the internal structure of risk management,improving the prevention and control ability,and establishing the risk limit management system and Risk prediction system;promote the construction of advanced corporate culture,promote the construction of banking service culture and innovation culture,and build corporate cultural brand;strengthen the management of wealth management and marketing information technology for high net worth customers,and integrate banking resources to promote CRM Build,carry out customer relationship management,provide support for wealth management business,and increase the service function of bank client,so that customers can feel the personalized service of bank.