Strategy Of Bank Of Communications Hunan Branch Of The Private Banking Business Development

Private banking is a object services for high net worth individuals in the financial services,usually have certain assets threshold limit,provisions of different financial institutions at home and abroad are inconsistent,at present domestic definition of high net worth individuals generally assets in more than 600 million yuan,international will be private banking clients defined as more than $300 million of the super rich.With the development of the financial industry is becoming more and more mature and competition intensifies,the traditional personal finance,enterprise financial competition larger,commercial banks only expanding new business areas,to achieve the target customer groups and professional service to to occupy the market share,to build the brand advantage.Abroad on private banking research mainly from the definition,characteristics of business development and mode,private banking customer service perspective of in-depth study,using a combination of qualitative analysis and quantitative analysis method,the study is relatively comprehensive and perfect.In China in recent years of private banking research to develop the strategy,customer characteristics,the development of private banking business risk and international financial business mainly,research content,development strategy mainly with economic theory such as the life cycle theory,customer value theory to investigate the choice of private bank business marketing strategy,business risk is focused on the research of legal risks,international financial business in offshore financial business research.Research methods,both at home and abroad about the private banking business related empirical study research less,more theoretical research,this study will use the combination of theoretical research and empirical research method on ChinaMerchants Bank’s private banking business development strategy research,combined with the domestic private banking business development environment and the strategic management theory,of China Merchants Bank private banking business development strategy,which lays a strong foundation for the development of private banking business of commercial banks in China.This study selected traffic bank branch in Hunan Province as the research object to explore the general situation of the development of private banking business and the main problems,combined with the general situation of the development of private banking business at home and abroad and Hunan Province branch faces the industry environment,and putting forward the feasible strategy of private banking business development of the bank.Bank of communications in April 2008 began operating the private banking business,by the end of 2014,the asset size of the private banking business of Bank of communications reached 291 billion yuan,an increase of 24.4% that the development of private banking business in the higher levels of growth,with the potential for development.High net worth population in Hunan area between 6-10 million,is the high net worth population concentrated distribution area,select the Bank of communications Hunan branch as the research object has a certain practical significance.