Research On Maintenance Of MY Bank’s High Net Value Customers

With the continuous development of China’s economy,investment and financial management play an increasingly important role in residents’life,and more and more high net worth clients pay more attention to their wealth allocation,which makes the wealth management industry change accordingly.With the long-term rapid development of China’s economy,residents’wealth keeps growing.According to Wind statistics,from 2010 to 2020,the total scale of individual investable assets increased by 288%,which rose,according to Mc Kinsey,from 205 trillion yuan to 332 trillion yuan during the years between 2020 and 2025.The disturbance factors like COVID-19 epidemic didn’t change the growth trend of total resident wealth.As China’s capital market gradually matures,residents’awareness of long-term investment,value investment and asset allocation has been increasing.From 2004 to 2020,the proportion of real estate in residential assets decreased from 80%to 62%,while the proportion of financial assets increased from 18%to 33%^[1].With the growth of residents’wealth scale and the upgrading of demand,wealth management has entered a new era.In the face of growing high net worth customers,banks gradually tilt resources to the high-end market,actively explore new development direction,improve the products,innovate the service,follow the market changes,track time trend,speed up the pace of reform and further study the rise of new retail business and the new approaches to maintaining high net worth customers under the background of globalization so as to succeed in the fierce competitions.As a city commercial bank founded in 2000,MY Bank established the Wealth Center in 2018 to provide professional financial services and considerate and overall equity services to the bank’s high net worth clients.This paper focuses on how to make full use of MY Bank’s strengths and avoid its weaknesses,make the best of its local advantages,have a better understanding of the customers’needs,provide customized comprehensive services for high net worth customers,successfully occupy the high-end market and achieve huge profits;thus eventually the bank can stand out in the fierce market competitions and win the favor of more high net worth customers.This paper takes MY Bank’s maintenance of high net worth clients as the research object,and provides theoretical guidance for MY Bank to maintain high net worth clients by learning and summarizing relevant research theories at home and abroad.At the same time,it has also analyzed the current situation and problems faced by MY Bank in this aspect by conducting customer questionnaire survey and interviews,and proposed optimized and improved measures for the problems,so as to enhance the stickiness of high net worth customers of MY Bank and promote the rapid advances in MY Bank’s personal finance business.