Research On The Wealth Inheritance Management Of A Bank Private Banking Clients

With the rapid development of China's economy in recent years,the number of people with high-wealth,high-income and high-net-worth has gradually increased.At present,these large-scale groups with a certain influence in China's economic and social development have been formed.Therefore,the private banking business that originated in Europe and developed continuously in North America to serve high-net-worth individuals,has also ushered in the golden age of development in China,and has also become an important guarantee related to the improvement of the market competitiveness of commercial banks and the realization of value maximization.With the "first-generation" customers of private banks gradually aging,the"second-generation" customers will indirectly take over family wealth and become the main target of domestic private banking services in the next 10 to 20 years.They also have higher expectations and requirements for the long-term accumulation and inheritance of wealth.Therefore,the current commercial banks must provide personalized wealth inheritance management plan for private bank customers.In view of the above research problems,this paper first combs the domestic and foreign research status from three angles of wealth management,key customer marketing and market segmentation of private banks,and clarifies the current development status and marketing means of private banking business of domestic commercial banks.Based on the marketing theory,private bank theory and bank wealth management theory,this paper uses literature analysis and SWOT analysis to study the customer wealth inheritance management of bank A.First of all,this paper analyzes the macro-economic,technological and social environment of bank A through the relevant concepts and theories of private banking,and then makes a comparative summary and analysis of the advantages,disadvantages and threat prospects of Bank A's current private banking customer business by SWOT analysis and survey questionnaire method,and summarizes the problems existing in the development of Bank A's private banking business and the reason for the slow development of wealth inheritance management of Bank A.Therefore,the strategy of a private bank's wealth inheritance management and the safeguard measures for the implementation of the strategy of private bank's customer wealth inheritance management are as follows:clear the market positioning and hierarchical customer marketing strategy;continuously promoting to the improvement and innovation of products and services,establishing a reasonable pricing mechanism;improving the customer marketing service system and increasing the publicity;changing the passive marketing mode provides humanized service.This paper chooses bank a as the research sample and takes private banking business as the research object,deeply discusses the private banking business and wealth inheritance Management Research of bank a,puts forward the corresponding countermeasures and Implementation Suggestions of customer service marketing of private bank through the data,which is helpful to further carry out the service marketing of bank in practice,and is also helpful for the bank in the similar competitive strategic environment The market segmentation and service marketing practice of banks in other regions can be used for reference.