Development Analysis Of Private Banking In Sichuan Branch, ZG Bank

With the explosion of individual wealth, the goal of wealth management of the high net wealth people,the allocation of resources and services demand tend to diversify. Advanced personal finance, or private banking is a kind of advanced investment and finance service, which is combined with international top concept of wealth management and is specially designed to provide advanced service to the client of private banking. As a top manager of Sichuan branch, ZG Bank the author intended to apply what she has learnt from EMB A to analyze the main problems of the development of the private banking business of B Sichuan branch, ZG Bank, and give proposals and countermeasures to promote this business’s healthy development in Sichuan. In this paper, theories of business administration and private banking of commercial bank are applied to analyze the development of the private banking business of Sichuan branch, ZG Bank. And distinct competition strategy and plans are given in this paper. This paper can be divided into five chapters.In Chapter One, the author gives a general view of the services of private banking in commercial bank. This chapter begins with elaborating the private banking business of commercial banks. Then it introduces the development of advanced personal finance, and then elaborates the significance of the private banking business of commercial banks in China.In the end, it gives a general view on the development of private banking business of commercial banks in China.In Chapter Two, the author demonstrates the present situation and problems of private banking business of Sichuan branch, ZG Bank. This chapter describes the present situation of the development of private banking business of Sichuan branch, ZG Bank at first.Then it points out the main problems of it.In Chapter Three, the author analyzes the environment of the private banking business of Sichuan branch, ZG Bank. This chapter analyzes the environment and financial features of the private banking business of Sichuan branch. Then it analyzes the situation of the competition among all the private banking businesses in Sichuan. In the end the theory of SWOT is applied to analyze the outer opportunities, outer threats, inner strength and inner weaknesses of the private banking business of Sichuan branch, ZG Bank from both inner and outer environments.In Chapter Four, the author explains the development goals of private banking business and competition strategies of the Sichuan branch, ZG Bank. This chapter gives the Sichuan branch’s private banking business development goals at first. And then it puts forward that Sichuan branch’s private banking business development should choose distinct competition strategies.In Chapter Five, the author gives the specific suggestions for Sichuan branch’s private banking business in ZG Bank. In this chapter the author some gives proposals on its development in target market, brand building, personnel training, product innovation, and optimization service and risk management.The author expects that by analyzing the main current problems of Sichuan branch’s private banking business in ZG bank and putting forward the proposals and countermeasures, this paper could provide references for the development of Sichuan branch’s private banking business and promote the healthy development of the business. In addition, the author also expects this paper would be of referential value for the same industry.