A Bank's Shandong Branch Branch Private Banking Marketing Strategy Research

In twenty-first Century with the continuous growth of China's wealth, the wealth management needs are also increasing. Since 2005, the four major state-owned banks continue to reform and listing, on the banking industry to accelerate the restructuring and development, to enhance the core competitiveness and profitability are put forward higher requirements. Under such a background, banks in China began to pay attention to retail business. They began to focus on the development of individual business, and the private bank become the focus of competition.Although Chinese commercial banks know the culture and needs of customers better, but due to the limitations of the systems, in a long period of time, China's private banking market are master in the hands of foreign banks, China's commercial banks need to learn from foreign banks mature mode of operation, in today's financial environment and legal defined within the framework and development with Chinese characteristics in the private banking business.A bank's private business make mode innovation, with unique management system and the difference of the service system, has been leading operating performance, but in terms of personnel construction, risk prevention and control and operation management have certain problems, in order to keep the leading competitive position of A bank, this paper carried on Chinese wealth management in-depth research and analysis, including population characteristics, rich clients demand for investment and financing, consumer preferences, influencing factors and rich clients choose other non financial demand in Shandong area and rich clients regional characteristics. Analysis of the characteristics of rich clients in Shandong and identify the target market.