A Research On Business Development Strategy Of Wealth Management For Changsha Branch Of Citibank

In the context of global development of Internet economy,the Internet financial industry has caused a huge impact on commercial banks,the traditional business is not enough to maintain operations,innovation and expansion imminent.Today,,The rapid expansion of the domestic population of high net worth,wealth management business has huge potential users and capital markets.Therefore,in exploring the path of transformation,commercial banks have gathered their goals in the wealth management business.For commercial banks,facing the new and fierce business environment,expanding wealth management market is the key to improve the competitiveness.This article takes the wealth management business of Changsha Branch of Citibank as the object of study.Objective analysis of the current development framework of the wealth management business.First of all,combined with the external environment and internal business situation,using the SWOT analysis method,comparison of the advantages and disadvantages,opportunities and threats,and then according to Changsha Branch of Citibank of wealth management business strategic development goals,learn from the successful experience of advanced banks,from the three aspects of market segmentation,market positioning,marketing strategy and integration design of wealth management development strategy;Finally,in order to ensure the effective implementation of wealth management design formulated development strategy,puts forward the advantages and disadvantages,opportunities and threats of the four aspects of strategic choice and implementation steps,and put forward effective suggestions from the network construction,marketing channels,customer classification,customer service,financial products,personnel training,and legal compliance of these seven aspects.The study found that,Changsha Branch of Citibank was established just a few years age,but relying on Citibank's global network and customer advantages,localization of financial products and other strategies will further enhance business competitiveness and expand market share,through diversified marketing,expand the network construction.In this paper,the wealth management business development strategy is designed for Changsha Branch of Citibank,which will serve as a reference for the development of wealth management business in Changsha Branch in the future.At the same time,it is expected that this research can make up for the lack of research on the application of expansion strategy in the field of wealth management,and promote the development of wealth management business.