C Bank Xi'an High-tech Sub-branch's Private Banking Business Strategy Improvement Research

In recent years, with the rapid development of China’s economy, private wealth of the residents continues to accumulate. The wealth management service is increasingly needed by the High-Net-Worth people, which creates an opportunity for the rapid development of the private banking business in China, also makes increasingly fierce market competition. Xi’an gaoxin sub-branch of C Bank is located in the area which has the highest concentration of wealth in Shaanxi Province. It is very important how to grasp the demands of customers, continuously improve the level of marketing in the fierce competition and expand market share.According to the history and definition of private banking, the private banking clients, products and content, this paper analyzed the problems existed in carrying out the private banking business in the current with 7Ps theory, combining the actual situation of development in private banking business of Xi’an gaoxin sub-branch of C Bank.By the method of Porter’s five force model and SWOT analysis, this paper analyzed the advantages and disadvantages, threats and opportunities of private banking business of Xi’an gaoxin sub-branch of C Bank. Then it subdivided the private banking market, selected and positioned the target market by STP model.On this basis, a new marketing strategy is built up, the core of this model is the integrated wealth management. Finally, this paper gave some suggestions to improve the marketing strategy, including product, price, place, promotion, people processes and physical evidence. I hope that through this research, it is possible for the bank to carry out private banking business and other commercial banks to develop our private banking business bring valuable reference for.