| At present,China’s economy has developed rapidly,residents’ income levels have continued to rise,the wealth market has expanded rapidly,and the total number of high-net-worth individuals and the demand for wealth management inheritance have also increased rapidly.Meanwhile,in the context of increasingly fierce financial competition,the deepening of interest rate marketization reform and the wide application of financial technology and other environmental changes,commercial banks are paying more and more attention to the development of private banking business in the retail business sector.Relying on the advantages of high-profit contribution of individual customers,private banking can bring higher profits to commercial banks.In recent years,ZX Bank XA Branch,taking private banking business as a strategic driving point,has focused on the rapid growth of private banking customers,scale and profits,which has also proposed higher work requirements for the private banking sector.In this thesis,selecting the private banking business of ZX Bank XA Branch as an example,the questionnaire method was used to conduct weight assignment and selection of the influence degree on the internal and external factors.At the same time,the IFE matrix and EFE matrix were used to conduct quantitative analysis on these factors,and the SWOT analysis and competitive strategy analysis tool were applied to study the development strategy and competitive strategy of private banking business in detail.Firstly,the PEST analysis,Michael Porter’s Five Forces Model analysis and micro-environmental analysis were used to summarize five opportunities and five threats,and the external factor evaluation matrix was used to quantify the opportunities and threats,which found that the opportunities outweigh the threats;the basic situation of private banking business,organizational structure,marketing model,business model,current situation of employees,financial products and non-financial service system of ZX Bank XA Branch were analyzed to summarize Branch five business advantages and five business disadvantages,and the internal factor evaluation matrix was used to quantify the advantages and disadvantages,which found that the advantages outweigh the disadvantages.Secondly,a SWOT matrix and a four-quadrant coordinate system were constructed by combining the internal factor evaluation matrix and external factor evaluation matrix to quantitatively score internal and external factors,and the strength & opportunity(SO)strategy was chosen as the development strategy;a feasibility analysis was carried out on the three strategies of the competitive strategy(total cost leadership,differentiation,concentration)through combining with the actual situation of the private banking business of ZX Bank XA Branch,and the concentration strategy was chosen as the competitive strategy.Finally,the specific implementation measures were made in four aspects: clients,products,services and systems based on strength &opportunity(SO)strategy and the concentration strategy,including: strengthening synergy to focus on expanding major company clients;strengthening the advantageous products of "discretionary account" and "family trust";refining the service system with clients as the center;using technology to reshape internal and external system processes.To ensure the implementation of the strategy,the safeguard measures were expounded in terms of organizational mechanism,talent team,cost resources,as well as risk prevention and control.The thesis on the private banking business development of the ZX Bank XA Branch provides a reference for the bank to better develop private banking business and establish a competitive advantage under the current situation.Moreover,it is hoped that it can provide a reference development strategy formulation method for the private banking departments of the first-class branches of many joint-stock commercial banks through the thesis on private banking business development. |
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