Research On The Marketing Strategy Of Private Banking Business Of Bank

In 2007,the Bank of China began to develop private banking business.Subsequently,domestic commercial banks began to explore private banking banking to meet the financial needs of high net worth individuals in the Ministry.After 2022,there may be a certain recovery in the customer group and asset size of private banking,and the future growth space of private banking business is relatively broad.Therefore,various commercial banks have begun to pay attention to the development of private banking business,and further strengthening the impact of private banking business is also the focus of development of various commercial banks.This thesis studies the marketing strategy of the private bank marketing business of Bank X.First of all,it analyzes the macro environment,competitive environment and internal environment of private banking business marketing of Bank X.Secondly,it analyzes the current situation of the marketing strategy of the private banking business of Bank X,and conducts a questionnaire survey on the relevant customers of Bank X.Third,diagnose the problems and causes in the private banking business marketing of Bank X.Fourth,put forward relevant measures to improve the marketing strategy of Bank X’s private banking business.Finally,it further proposes the guarantee measures for the implementation of the private banking business marketing strategy of Bank X from the aspects of incentive mechanism and human resources.The research conclusions of this thesis are as follows:(1)The marketing strategy of the private banking business of Bank X has weak product scale growth and product innovation;The product pricing lacks advantages,and the growth rate of private banking profits declines;There are few marketing channels and the growth of customer scale is slowing down;The promotion activities are single,and customers’ enthusiasm to participate in bank activities is weak;The professionalism of the staff is weak,and the customer is dissatisfied with the bank staff;The service is not up to standard,and the customer is dissatisfied with the bank service;Infrastructure needs to be improved,and customers are dissatisfied with the bank’s physical environment.The cause of these problems is that the product portfolio is single,and the product is difficult to meet customer needs;Weak pricing ability and low product pricing autonomy;Limited channel expansion and insufficient business promotion;The promotion activities are thin and the customer maintenance activities are insufficient;Lack of professionalism of staff and inadequate customer service;The service is not standardized and the service process is not standardized;Infrastructure is not standardized enough to meet customer needs.(2)Propose relevant measures to improve the marketing strategy of private banking business of Bank X.It mainly includes building diversified product strategies and enriching private banking products;Build differentiated pricing strategies and improve the pricing mechanism of private banks;Build rich channel strategies to promote the promotion of private banking business;Build attractive promotion strategies to enhance customer participation;Build professional personnel strategy to improve the professionalism of private banking personnel;Establish standard service strategies and standardize the customer service process of private banks;Establish standardized tangible strategies and build high-end customer service infrastructure.