Research On The Competitive Strategy Of SPDB Nanchang Branch Private Banking Banks Business

In recent years,with the rapid growth of China’s economy,national wealth accumulation,which spawned many assets of more than one million families.These rich families in the traditional banking services on the basis of adding new demand for wealth management.Therefore,many foreign banks have launched private banking business in mainland Chinese.In the face of such a large market demand,and the inevitable competition,Nanchang Branch of SPDB needs to make a correct private banking business competition strategy,the bank’s internal and external resources integration,occupy the advantage in the competition.This paper first introduces the related theory of private banking and corporate strategy and literature,makes the theory basis for the following analysis.Then an overview of the private bank,reviewing the development of private banks and the current state of private bank,which summed up the characteristics of the private banking business,and try to define private bank.The following is the comparison of domestic and foreign private banking service mode,focuses on the study of HSBC,Citigroup,UBS bank’s private banking business development experience,we find out where you can learn.This paper introduces the development of private banking business in the bank,through the five forces model and the PEST analysis the current macro environment,and the use of external factor matrix to calculate the EFE weighted score.Then the analysis of the internal resources,the main disadvantage of using the value chain model for the development of private banking business and the advantages of using the internal factor matrix calculated IFE weighted score.Then through the analysis of internal and external factors faced by using the IE matrix,the bank should be taken to strengthen the type of strategy to develop private banking business.Through analysis the bank faced the advantages,weaknesses,opportunities and threats,using the SWOT matrix and combined with private banking business characteristics shows that the bank should formulate the competitive strategy of differentiation,described in detail the specific content of the strategy: model of service personnel,service content,service differentiation.In order to make the difference strategy of practical operability,this paper designs a differentiation strategy with some supporting measures and implementation plan.Finally,the private banking business of Nanchang branch of SPDB forecast.This paper mainly adopts comparative research method,literature research method and research method.There are two innovations in this thesis: one is the connection of the private banking business theory and practice,establish the model of value chain management of a private banking customer relationship,use this model can accurately find the extension point of the private bank;the other is through the analysis of this paper not only puts forward we should adopt the differentiation strategy,the paper also introduces the specific content of the strategy and the specific design of the relevant implementation plan and supporting measures,which makes the research results of this paper have practical operability,especially put forward a suitable for the development of private banking customer service mode,so you can make the human resources.The use of reasonable and effective.At present,most domestic banks are on the study of how to promote the development of private banking business,some banks have made a few detours.The research results of this paper is based on the development of Nanchang Branch of SPDB’s private banking experience,and learn from the experience of some domestic and foreign private banking business and summarize summarized,which on the bank’s private banking business in the future development has certain reference significance.