Research On Optimization Of Private Banking Marketing Strategy Of C Bank Fujian Branch

After the reform and opening up,China’s state-owned and private economies have developed rapidly,the domestic financial market has become increasingly active,the number of wealthy people has increased,and the demand for wealth management has also increased,which has brought both opportunities and challenges to commercial banks.As one of the first commercial banks to carry out private banking business in Fujian,C Bank Fujian Branch has taken advantage of the developed private economy in Fujian and benefitted from the increase of rich people and a good customer base,whose number of private banking clients and financial assets have both on top of the local bank market in Fujian.However,with the expansion and development of the private banking market in Fujian,major commercial banks,as well as trusts,insurances,securities,wealth management companies and other relevant institutions in the wealth management industry also began to enter the local market.At the same time,the rich people also put forward higher requirements for the diversity and individuality of private banking services.Sino-us trade frictions and the sudden outbreak of the epidemic have brought huge changes to the market environment,significantly affecting the business operation and wealth management concepts of the wealthy,and hindering the development of the private banking business of C Bank Fujian Branch.While the financial assets of private banking clients of C Bank Fujian Branch continue to rise,the growth rate of the number of private banking clients is declining,and the gap with the industry is being gradually narrowed.Based on this background,this paper takes the private banking business of Fujian Branch of Bank C as an example,with the help of 7PS marketing theory and STP theory,from the aspects of Product,Price,Place,Promotion,People,Process,Physical evidence,to analyze the current marketing strategy of private banking business of Fujian Branch of Bank C from the perspective of tangible display,it is found that there are the following problems: the list of products and services is too few,the introduction of pricing strategy is slow,the sales channel is lack of management,the promotion audience is small and the content is lack,the professional staffing is insufficient,the marketing process does not start from the needs of customers and the old utilization rate of the service area is low.Finally,combined with the internal and external environment of Fujian Branch of Bank C,this paper analyzes its external opportunities and threats,internal advantages and disadvantages,and puts forward specific improvement plans and safeguard measures.In short,based on the relevant theories of marketing,this paper analyzes and studies the private banking business of Fujian Branch of Bank C,in order to find the gap and solve the problems,and also provide a reference basis for the private banking business marketing of other banks.