Research On The Competitive Strategy Of Private Banking Of Agriculture Bank Of China H Branch

Thirty years of reform and opening up, as China’s economic growth, increasing national wealth, in particular, the sharp increase in the number and size of HNWI assets last ten years. Along with the growth of wealth, wealthy individuals on the basis of traditional banking services adds a new demand for wealth management. For this reason, Chinese and foreign banks have launched private banking services in China. August2012, the Agricultural Bank of China H branch established private banking department. As of December2013, the province of four state-owned commercial banks have set up a provincial branch of the private banking division, CITIC Bank, China Minsheng Bank and some other joint-stock banks have also launched private banking services. Faced with a huge market demand, will soon face competition in the industry in full swing, H branches is necessary to develop the right strategy for private banking competition, integration of resources inside and outside, to seize the initiative in the market competition.This paper introduces the theory of corporate strategy and private banking literature, doing theoretical reference for subsequent analysis. After an overview of the private banks introduced, recalling the origins and development of private banking, elaborated the definition and characteristics of private banking, compared to the domestic and international private banking customer service model, focused on the UBS, Citigroup, HSBC Private business Development Bank of experience and H branches can learn from. This paper introduces the core part of H Private Banking Business Development Branch, through the PEST analysis and five forces model to analyze the macroeconomic environment in which it is located, the industry environment and competition situation, identify its private banking business development opportunities and threats facing the main, and with external factors come EFE total weighted matrix points. After the analysis of its internal resources and core competencies, with the value chain model to find out the development of the private banking business of the main advantages and disadvantages, and with the internal factor matrix derived IFE total weighted points. Then analyzed by means of external factors, including the basis of the development of IE matrix derived H branches need to be taken to strengthen the private banking business model strategy, the opportunity to combine private banking foundation by means of SWOT matrix threats, strengths, weaknesses analysis of the characteristics derived H branches can take competitive differentiation strategy and differentiation strategy elaborated the specific meaning that implement the service model, service content and service personnel in three areas of differentiation. To enable differentiation strategy with operational, the author designed a specific embodiment of differentiation strategies and support measures. Finally, the author of the H in private banking branches were discussed.During the study, the author uses the literature, comparative studies and research studies and other research methods. Innovation has two, one is a combination of private banking practice, the establishment of a private banking customer relationship management value chain model. The second is to enable interoperability differentiation strategy has designed specific embodiments differentiation strategy and supporting measures. Domestic commercial banks are exploring how to develop private banking business, and even some still there are some twists and turns. This article is a summary of research findings on the basis of the Agricultural Bank of China H Private Banking branch development out of practice, and learn from the domestic private banking business of some of the advanced experience, I believe H private banking branches and even the development of the domestic private banking business development Bank has a certain practical significance.