| Private banking is that one of the Banks for high net worth individuals providesextremely privacy and comprehensive entrusted investment services, including notonly trust, insurance, funds and other investment products, also includes a series oflegal, tax related to wealth management, property inheritance, children education andother professional advisory services, according to the differentiation of customerdemand, customized for its highly personalized, comprehensive, three-dimensionalintegrated asset allocation plan.On the one hand, due to more than30years of reformand opening-up policy, our country economy has made great progress, and residentsin our country has a wealth of explosive growth, the concentration of wealth isbecoming more and more high, the rich in China has gradually formed and beingdeveloped, for our country to carry out the practice basis is provided for privatebanking.On the other hand, the individual life cycle theory, portfolio theory, marketsegmentation theory and differential marketing theory for our country to developprivate banking provides a solid theoretical basis.In addition, the Swiss privatebanking in the16th century, in a foreign country after400years of development, theaccumulation of advanced experience to develop private banking in China also has acertain guiding significance.Private banking has become the highest commercial bank profit growth and one ofthe most promising business.Plus interest rate marketization deepened, and the trendof mixed management, private banking for the development of the intermediarybusiness and profitability of ascension is an important breakthrough, the growth anddevelopment of commercial banks has important strategic significance, strategictransformation of the entire banking industry has a huge role in promoting.In this paper, on the basis of the theory of market segmentation, subdividing thetarget customers of the private banking research, mainly including division andprofessional division of risk appetite and regional distribution of in-depth theoreticalstudy, data analysis and empirical analysis, finally according to the result of my nicheto our country commercial bank provides suggestions for how to develop private banking, in order to play a guiding role to our country commercial bank.This paper for the research background, significance and purpose of the privatebanking is introduced, the review of the literature of home and abroad, thenintroduces the basic concepts and theoretical basis for introduction, including thedefinition of private banking at home and abroad, as well as our country the definitionof target customers and high net worth individuals, then use the SWOT model toanalyze our country to develop private banking environment.The paper first related to personal finance business category for the definition,connotation and development of personal finance business, the connotation of marketsegmentation and customer differentiation service were expounded, and makes areview of related literature at home and abroad, on this basis the development of thepersonal finance market in China from the macro-environment, micro-environment tomade a general analysis of the market demand.The next chapter is the focus of thisarticle, this section applies to a large amount of data for high net worth persons tocarry on the multidimensional market segmentation, and use the SPSS softwarecluster analysis to classify various provinces and cities in our country, to determinethe center of gravity of the private banking.After finally according to theoreticalanalysis, to develop private banking in China from five aspects put forward thecorresponding measures.Final conclusion is: due to the unbalanced distribution of wealth, the nationalprivate banking strategy in the deployment, only need to be in a solid economicfoundation, rich concentrated cities to open outlets, intensive cultivation, set up agood brand image;due to customer needs and preferences is not the same, must bebased on customer demand differentiation, tailor fit for their portfolio of products andfinancial services;cultivate excellent private bankers team is crucial to thedevelopment of private banking business development factors. |
