Research On Private Banking Customer Relationship Management Of J Bank G Branc

With the rapid development of the domestic economy,the scale of the wealthy class hasexpanded significantly.The rapid rise of HNWI numbers and assets has been accompanied by a heightened demand for financial services,which has been of a more sophisticated nature.Major commercialbanks have laid out their private banking business for high net worth individuals to provide higherquality and comprehensive services for high net worth customers,which also makes the marketcompetition of private banking business more fierce.2023 is the 16 th year since Chinese privatebanking services entered the public eye in China.After more than ten years of ups and downs,thedevelopment of domestic private banking business has entered a new period of high-qualitydevelopment.The competition among banks,in the face of the immense potential private banking market,is intensifying and they are concentrating on enhancing the worth of private banking patrons and constructing the relationship management of those customers.Bank J launched the private banking service in 2008,and officially obtained theexclusive license of private banking issued by Shanghai Banking Regulatory Bureau in 2012.Asone of the established private banking services,Bank J also exposed problems like producthomogeneity,flat service,high-frequency sales risk and solid business expansion in therelationship management of private banking customers,like other commercial banks.This paper,taking G Branch of Bank J as its research object,employs literature research,caseanalysis,questionnaire research,interview analysis and other methods.To begin,a comprehensive analysis is conducted on the evolution of private banking business and the current customer-relationship management of G Branch of Bank J.Then,based on the customer life cycle,theprivate bank customers were subdivided,interviewed and analyzed,and the problems and causesexposed in each life cycle stage of the private bank customers were summarized.The paper,when combined with 4R theory,offers an optimization strategy for customer relationship management for the life cycle of four Bank J G Branch private bank customers.Finally,the relevant safeguardmeasures are put forward.It provides a sustainable,high-quality and quantitative developmentreference for the private bank customer relationship management of J Bank G Branch,and bringsreference significance to other commercial banks.