Private Banking Multi-channel Customer Marketing

With the steady development of China's economy and the sustained growth of the total economy,the overall wealth of domestic residents has also increased steadily,especially the individuals whose personal assets above 10 million RMB,their total financial assets have increased quickly and they became the focus of the private banks' competition.China's private banks as the top financial management of financial institutions,the number of private banks has increased rapidly,under the condition of rapid growth of personal wealth in China.The customers are the fundamental of private banking services,maintaining good customers is the core of private banking services,meeting customers' needs and expectations are the focus of private banking services,the result of the work is to achieve high efficiency.In China,the traditional commercial private banking services are basically through the bank branches to complete,with the development of information technology,the banking mixed operation,the multiple needs of customers,private banks began to multi-channel construction,to improve customer satisfaction.Therefore,to strengthen the multi-channel marketing can effectively enhance the private banking services,and improve the core competitiveness and profitability of private banks.This thesis analyzes and expounds the marketing of private banks,and clarifies the target customers and their characteristics,analyzes the specific needs of domestic private bank customers,introduces the private banks of the products and services.Take China Construction Bank private bank as an example,comprehensive and systematic analysis of its multi-channel customer marketing model.After using the model to solve the real marketing case,sum up the experiences,find out the inadequacy and worthy of improvement,make suggestions for improvement.After summing up the experiences,combined with my own experiences,to build the Beijing Rural Commercial Bank private bank customer marketing.Increase the practicality of the program,to guide the private banking marketing.