Study On Private Bank Marketing Strategy Of XX Bank Xuzhou Branch

In recent years,my country’s economy has grown continuously,rapidly and steadily.In 2020,China’s economic aggregate exceeded the 100 trillion yuan mark for the first time.National income continues to grow,with per capita GDP exceeding US$10,000 for three consecutive years and reaching US$12,500 in 2021.High-net-worth individuals and high-net-worth customers have emerged in large numbers,and the demand for personalized and customized financial services,that is,private banking business,is growing.The development of private banking business can drive the development of the entire banking business and brand,and has increasingly become an extremely important profit growth point for commercial banks.Increasing the proportion of high-net-worth customers will help optimize the personal customer structure of commercial banks,improve comprehensive service capabilities,core competitiveness,industry status and brand effects.Starting from the research goal,combined with the existing research at home and abroad,combined with the development status of the private banking business of XX Bank Xuzhou Branch,this thesis analyzes its existing customer asset structure,and summarizes the problems that restrict the development of the private banking business of XX Bank Xuzhou Branch,mainly including: Traditional investment and wealth management products occupy a dominant position,lack of private customized services,high pricing of private banking products,customer acceptance still needs to be further strengthened,slow development of informatization,and insufficient development of high-level talents.Combined with the data analysis results obtained by the questionnaire survey method,the factors that hinder the development of the private banking business of XX Bank Xuzhou Branch are identified,and the PEST analysis method is used,combined with the basic theory and research practice of STP and 7Ps marketing strategies,to put forward a feasible marketing mix strategy Through market segmentation,the target market is targeted at customers with AUM of 15 million and above,who are in the rising stage of their careers and have a stable and aggressive risk appetite.In order to ensure the implementation of the marketing strategy portfolio,XX Bank Xuzhou Branch needs to take measures,strengthening the departmental coordination mechanism,and focusing on personnel training.The above measures can further enhance the core competitiveness of XX Bank Xuzhou Branch and enhance its brand influence.It is expected to provide reference for the private bank of XX Bank Xuzhou Branch and other commercial banks or financial institutions to develop the high-end customer market,and to rapidly increase its profits and customer numbers.Growth will provide real meaning.The shortcomings of the thesis are that,first,the cases are not representative enough,and there is a lack of top-level design.Second,the theory lacks practical testing.If it can be supplemented in the future,I believe it will provide reference for commercial banks or financial institutions to develop high-end customer markets.The thesis has 17 figures,10 tables,and 86 references.