Research On Relationship Marketing Strategy Of Harbin Branch Of Shanghai Pudong Development Bank Private Banking

With the rapid increase of the high net-worth population and the rapid riseof the private banking business in China, not only the domestic banks have madeprivate banking business as their new profit growth point, but any nonbankinginstitutions (including third-party wealth management institutions, securitiescompanies, trust companies and so on, which have launched services such asprivate banking business, high-end wealth management services, etc) haveparticipated in the competition as well. In the face of such situation, thatShanghai Pudong Development Bank has been subjecting to the limit of thepolicy while surrounded by all kinds of trade organization, how to strengthen themaintenance of the relationship with the clients of private banking business, totake various competitive marketing tools and to keep the existing customers aswell as to continue obtaining new customers, have become the key factors ofsuccess.This dissertation firstly analyzes and summarizes the marketing strategiesand methods of Chinese and foreign successful private banking services, andmakes a detailed summary of the marketing strategies of the Luxembourg’s, theSwitzerland’s, the United States’, and the Singapore’s private banking business,in order that effective ideas and measures can be discovered for the process ofthe development of the private banking business of Shanghai PudongDevelopment Bank. In this way, the private banking business of ShanghaiPudong Development Bank can be rapidly developed.Secondly, the dissertation minutely analyzes the marketing strategies of theprivate banking business carried out by Harbin branch of Shanghai PudongDevelopment Bank, finds the existing problems, and explores the causes of problems.Researching on the design of the relationship marketing is the third point ofthis dissertation. Aiming at the shortcomings found of Shanghai PudongDevelopment Bank since private banking marketing was carried out, andcombining with the experience of western private banking business marketing,the design has been made about how to develop relationship marketing, and howto develop and serve customers with the concept of customer-oriented.The fourth point is to study the application of relationship marketing. Byanalyzing the different needs of private banking clients, taking different markingstrategy, understanding the customers’ actual demand and distinguishing thespecific requirements and implicit requirements from our customers, problemsmentioned in the cases are solved with relationship marketing strategies.Finally, this dissertation tries to find out how to provide safeguard measuresfor private banking relationship marketing. In this part, feasible solutions areproposed in order to quickly promote the private banking business of ShanghaiPudong Development Bank, such as the suggestions about risk control, etc.