The Research On Private Banking Marketing Of China Minsheng Bank

After nearly five hundred years’ developing, Private Banking, emerged in 16th Century, has become a featured financial service. In this process, Private Banking infiltrated to Asia, Africa and Latin America progressively. Nowadays, with its professionalism, specificity and privacy, Private Banking provides the rich from all over the world with comprehensive Wealth Management, including Asset Management, Investment Planning and so on. Private Banking has been an important way to manage assets for the wealthy.In 2007, Chinese banks attempted to set up Private Banking. Then its developing pace was far beyond people’s imagination. Private Banking emerged rapidly and initiated the competition for customers in few years. The situation will be even more intense in the future. However, the rich in China is so large that domestic Private Banking can hardly fulfill their demands. The reason why cruel competition exists among the Chinese banks, is that the products and services of Private Banking are homogeneous and no one can establish the competitive advantage. The marketing of Private Banking exposes many problems, such as lack of demand analysis, the shortage of decision making and so on.As a Chinese bank, China Minsheng Bank also faces with the above problems in Private Banking’s marketing. Refer to the theories of Consumer Behavior, this paper try to arranges the structures as following:Firstly, make an conclusion of the cognitive feature of the consumers of China Minsheng Bank, the trend of consumers’distribution and the features on subdivided customers’ behavior.Secondly, introduce the financial services, non-financial services and promotion ways of China Minsheng bank. Find the problem of Private Banking of China Minsheng Bank from the aspect of supply and demand matching., such as the hysteresis of product innovation, the channel barriers, misunderstanding of demanding and so on.Finally, combining consumers’ demanding and the problem of China Minsheng bank’s Private Banking facing, explore the marketing strategies on product innovation, channel broadening, consumer segmentation and so on.