Research On The Development Strategy Of Private Banking Business In Yantai Branch Of China Merchants Bank

Private banking has a long history in Europe and the United States for many years,but not until the beginning of this century,with China’s economic growth take off in the territory of china.Private banking is in the high-end customer base,a package of asset management planning through high-quality and professional services for high net worth clients,to provide personalized services according to customer requirements,including asset management,investment planning,can also set up a off shore company,the family trust fund way for customers to save the transaction cost,usually combined with investment financing,investment consulting,property inheritance and many other financial services.China’s economic growth slowed in 2016,the supply side structural reforms continue,L bottom will continue,the economic growth in 2017 is expected to be around 6.5%.With the economic growth,the concentration of personal wealth and wealth of the residents of our country is getting higher and higher,the middle class and the rich class gradually formed and developed.With further promote market-oriented interest rates,interbank competition,development in the private banking business as the core of the intermediate business has important strategic significance for the transformation of commercial banks,private banking business has become an important source of retail banking income.This paper first carried on the research background,purpose and significance,the research status at home and abroad private banking review,introduced the relevant concepts and theoretical basis,and then to discuss the present situation of Yantai branch of China Merchants Bank private banking business,to carry out the private banking business’ s strengths,weaknesses,opportunities and challenges of a comprehensive analysis,followed by SWOT theory and five force model,discussed and in-depth theoretical analysis and empirical data analysis of the current situation of Yantai branch of China Merchants Bank private Banking internal and external environment and development strategies,and provide organizational mode,product development,customer relationship management,brand promotion and cultivation of talents in Yantai branch of China Merchants Bank Private Banking.And the implementation of the program,as well as the organization,system,technology specific protection measures,in order to attract Bank of Yantai branch of the bank to help the development of private bankingbusiness.