Study On The Marketing Strategy Of The Private Banking Business Of The Industrial Bank

Private banking is an old financial service,and it has a history of over 100 years.But in China,private banking is still a new business.With the macro economy into the new normal,China's rapid accumulation of wealth and enhance the market,the private banking business has its own market demand and development direction.There has been a growing number of wealthy groups,the demand for private banks is also an upward trend,of course,these rich groups have become the target of mutual competition between banks.Private banking industry will also face fierce competition,the development of the face of severe challenges.However,the business in our country is still in the initial stage,so with developed countries compared,both in the perfection of product diversification,the way of supervision,organization structure of perfect and talent specialization,the domestic private banking business still differ very far,the development of private banks will also face a lot of problems.This paper explores on this basis,the choice of domestic private banking business is more typical of Societe Generale Bank private banking business as the research object,on the business development model of concrete research,analysis Industrial Bank to the development of the internal and external situations of private banking business and the required to deal with the opportunities and challenges,and explore the future operation of the private banking business development ideas and direction analysis.This paper first clarifies the connotation of private banking business,service characteristics,service content,discusses the theory of its marketing strategy.At the same time,according to the current private banking business development process,marketing situation,analysis of the industrial bank private banking business problems.These problems have hindered the development of the private banking business of the industrial bank.Binding the Societe Generale Bank private banking operation status and existing problems,the application of five forces model analysis of the bank's private banking business facing competition situation launches the analysis and summary.Using the SWOT analysis method to further analyze the Societe Generale Bank Development of private bankingbusiness has competitive advantages and disadvantages,facing all kinds of internal and external potential threat and development opportunities,in order to Societe Generale Bank in the field of private banking business development strategy,customer maintain and enhance the core competitive advantage etc.some reference and reference.According to the conclusion of the analysis of the competition situation,application of STP model diverted to private banks for in the market expansion of the specific division,target market selection and positioning,and finally proposed to create tightly around the substitute asset management of the wealth management business form.Finally have a definite object in view is to resolve the problem of protection scheme,including product,price,channel,promotion,marketing,implementation strategies.Through the analysis of this paper will be in a certain extent have help in private banking business of Bank of industrial development and the improvement of the quality,help to Societe Generale Bank set appropriate private banking operation strategy,is conducive to the high-end brand construction,formed at the same time,excellent service image.And look forward to the private banking business through the exploration of the Industrial Bank,so that the domestic banks to adapt to their own actual situation of the development of private banks.