Research On Private Banking Product Development Of ZG Bank Of Shenyang

Since the reform and opening up, the revitalization of northeast old industrial base was carried out in Shenyang. In the process of development, there emerges a part of the high net worth clients. They have an urgent need to increase the value of wealth, then the private banking business in Shenyang is emerged. Shenyang ZG bank carrys out the private banking business in 2012, but has been subject to the license. As the establishment of a short time, it lacks the experience in the development of proprietary products. Therefore, the development of private banks in the ZG Bank of Shenyang has some problems.The background and significance of the research were pointed out, and then literature review of the relevant research of private banks was made, and the theoretical basis was pointed out. Then, the problems of private bank proprietary product development of Shenyang ZG bank were pointed out. At the same time, exclusive product development process, competitor analysis of private bank proprietary product development of Shenyang ZG bank, SWOT analysis and high net worth customers were pointed out. Through the analysis, the proprietary products development strategy of Shenyang ZG bank private bank was proposed. According to reference competitors exclusive product development and high net worth client analysis, Shen Yang ZG bank private bank in the exclusive product development strategy were pointed out. Secondly, according to the SWOT analysis of Shenyang ZG bank private bank proprietary product development, from inside and outside to take measures to ensure the smooth development of private banks in Shenyang ZG bank. Mainly include:(1) The establishment of a special R & D platform, strengthen the development of the exclusive product development of internal and external communication and to grasp the needs of high net worth clients, expand the development of private banks in Shenyang ZG bank.(2) From inside and outside the two aspects, protect the private banking in Shenyang ZG bank exclusive product development, such as IT system construction and other measures.