Study On The Development Strategy Of Private Banking Business Of Agricultural Bank Zhejiang Branch

:At present, China has become the world’s second largest economy, which also trained a group of wealthy group who demand more intense appreciation for wealth. This will undoubtedly provide a broad space for the development of private banking. Since2007, more and more small and medium banks has also begun to set up wealth management department, and many of the century-old foreign banks to enter the domestic private banking market with thier advantages. Agricultural Bank of China Zhejiang Branch of the private banking business has just started. the competitiveness in domestic market relatively weak. This article will use literature research, case studies, qualitative methods, quantitative methods, combining with Zhejiang Branch of private banking practice to study its shortcomings in the private banking business, and try to tailor a scientific strategy for its development.The thesis is divided into7chapters, including23figures,6table6and57references. Chapter1introduces the research background, the status, significance, purpose, research methods and content. Chapter2introduces the private banking business, the theory of bank-related customer relationship marketing theory and marketing theory and SWOT.It also gives outstanding cases at home and abroad. Chapter3introduces the private banking market in Zhejiang province, then analyzes internal and external environment for agricultural Bank of China Zhejiang Branch. Chapter4and Chapter5presents five existing problems and raises the solution strategies. Chapter6corresponds security measures to ensure the smooth implementation of development strategies. Chapter7is the conclusion and outlook.This paper makes the following conclusions.there are5problems in agricultural Bank of China Zhejiang Branch of the private banking business:brands, products, professional team, customer relations and risk control problems.in addition to propose solutions to these five questions, there must be security measures from the organization, institutional, technical support and evaluation of four levels. Based on the target customer data analysis, the branch bank can attract more high-net to join the ranks of private banking by improve the service level of health services, service level children’s education, high-end people gathering, philanthropic sources. Restricked by author’s ability and objective conditions, this paper is lack of dynamic of stratigies and integrity of data.Future research can expand further from the service model and customer segmentation marketing strategy.