Research On Optimization Of Marketing Strategy Of Private Banking Business Of Shandong Branch Of Agricultural Bank Of China

As a strategic new business,private bank,with its high added value,strong brand influence and large market potential,has become an important embodiment of financial institutions’ comprehensive financial services capability and mature business model,and the competitive situation of its peers is becoming increasingly fierce.With China’ s economy entering the "new normal," comprehensive supply-side reforms in the country’ s wealth management industry,rapid shifts in high-net-worth customer demand from a single profit-driven approach to professional asset allocation,wealth inheritance,and integrated financial services,and the emergence of private banking into an industry-shuffling and transformational development phase,the next three years will be critical for industry ranking.In the face of fierce competition,agbank must preposition the time window,expand its high-net-worth customer base,seize the leading and leading position in regional markets,and improve the value contribution and core competitiveness of private banking in an all-round way.From the perspective of the evolution of financial marketing,"market-oriented,customer-centered" is the direction of the evolution of financial transformation,so the marketing concept of commercial banks has also entered the 4R stage from the 4P and 4C models.The research object of this thesis is private banking in Shandong Branch of Agricultural Bank.Based on the analysis of the internal and external environment and industry competition environment of private banking in abc shandong branch,this paper puts forward the following related suggestions:first,strengthen the relationship with customers and strengthen brand promotion.Around the three aspects of customer activities,value-added services and marketing,increase the exposure of the agricultural bank’s "one private bank"brand to enhance brand impact.Improve the layered marketing management system of private customers,provide different services and promote the improvement of business efficiency.Second,improve the response speed,promote the interaction of fintech enabling bankers,optimize the high-net-worth customer service chain,and accelerate the innovation of financial products from passive satisfaction to active customer demand creation.Third,to establish multiple relationships with customers,through "circle" marketing,online activities and so on to increase contact with customers so as to enhance the relationship with customers and enhance the loyalty of inventory customers.Fourth,we should pay more attention to returns,reduce service costs,optimize resource allocation and achieve mutual benefit and win with our customers through more flexible price adjustment mechanism.It is hoped that the research of this paper can find some reference for the future development of private banking in Shandong Branch of Agricultural Bank.