Research On Marketing Strategy Of Private Wealth Services In CY Branch Of Bank Of China

Bank of China CY branch is a business organization established nearly ten years ago in the prosperous urban area of Changchun City.Since its establishment in 2013,it has been established for a long time and has a long-operating organization with a wealth of business.However,with the development of the times,the diversity of financial products,the ever-changing internal and external environment,and the rise of electronic finance,traditional banking institutions face unprecedented challenges.The personal customers accumulated yearly have gradually enriched the types of private businesses in the CY branch.Furthermore,with the increase in national income,the demand of private customers for the increase in the payment of financial products has become increasingly significant;Sales revenue has always been a relatively high proportion of bank income,so banks are paying more and more attention to wealth management products not only from the perspective of satisfying customers’ financial needs but also from the perspective of increasing their operating income.As the person in charge of a state-owned bank’s operational organization,how to gain a competitive advantage in an increasingly complex economic environment,increase the income of the CY branch,maintain customers,and increase the total amount of financial assets of customers in the CY branch is what I am most concerned about.During this period,combined with the regional environment of the CY sub-branch,the surrounding economic environment,and the characteristics of customer groups,the author also carefully analyzed the breakthroughs through various methods.Through the analysis of the operation and income ratio of the CY sub-branch in the past three years,the author found that increasing the sales of wealth management products and improving the development of the private wealth management business of the sub-branch can not only increase the intermediary business income of the bank but also increase the dependence of customers on the CY sub-branch.Trust.Therefore,this article takes the marketing strategy of private wealth products of the Bank of China CY branch as the research object,combines the author’s many years of work experience in the Bank of China,and tries to find out CY Sub-branch’s private wealth sector and shortcomings in marketing,and give corresponding opinions.This thesis is constructed of five chapters.The first is the introduction.The main content is the background of the topic,the research significance,the research content,and the research methods,etc.;the second is the overview of marketing-related financial management,which mainly makes full use of the classic marketing theory to analyse the current development status and existing problems of the private wealth business of the sub-branch problems,and adopt PEST,Porter’s Five Forces,SWOT analysis to analyse the internal and external environment of CY branch,and reshape the private wealth business marketing strategy of CY branch through STP market segmentation theory and 7Ps marketing theory;the third part is The core chapter of this article,including the development status of domestic and foreign banks’ private wealth services and customer survey results,etc.,expounds the marketing status and existing problems of the private wealth services of Bank of China CY sub-branch,as well as the analysis of the internal and external environment of CY sub-branch;the next part is based on Based on the above analysis,in terms of private wealth product sales personnel,sales methods,customer group analysis,sales channels,marketing strategies,etc.of CY sub-branch,corresponding opinions and suggestions are put forward for the formulation of private wealth business marketing strategies of Bank of China CY branch;After that,this article will put forward various guarantee measures for the implementation of marketing strategy from the aspects of human guarantee and financial guarantee;the last part is the conclusion and prospect of this thesis.The analysis and research on the marketing strategy of the Bank of China CY branch can provide more references for the development of the private wealth services of the Bank of China CY branch and increase the intermediary business income of operating institutions.