Research On The Market Development Strategy Of Private Banking In ICBC Jilin Branch

In the global economy tends to integration of the environment,the country’s financial services industry reform,innovation,and strive for higher asset management market share.Relying on the booming market economy,a large number of wealthy individuals with large personal assets gradually increased,the formation of a high net worth or ultra-high net worth groups.The group for personal wealth management put forward new requirements,and hope that its assets can be maintained or even appreciation,so as to provide a favorable condition for the development of modern private banking business.In recent years,China’s private wealth management industry has entered a new era,but also face greater challenges,private asset management market presents the development trend of risk preference difference,global asset allocation,personal wealth inheritance etc..Survey data show that in the next 15 years,China has a high amount of assets of households will reach about 3 million 800 thousand.Among them,the high net worth population mainly concentrated in Guangdong,Jiangsu,Zhejiang,Sichuan and other 7 regions,the development of private banks in the region is also better than other provinces and cities.Since its establishment in 2008,the private bank of ICBC,from the original high net worth customers more than 4 thousand and 300,in 2015 reached about 53000 people,the business development of private banking centers in various regions is also very rapid.However,the Jilin branch of private banking center to carry out late in the center area of Jilin Province,established although the market scale has been expanded,but compared with other regions,and even the northeast region,the private banking business market development work also has some problems and gaps.Therefore,for the financial services industry policies to deepen the reform of China’s relevant departments in response to meet the current and potential customers of how far the high net worth wealth management needs,improve the management level and profit ICBC Jilin branch of private banking at the same time,Jilin Province branch of the private banking center should also be actively involved in the personal financial capital active in the market,innovative products and services,improve the traditional management thinking,combined with all the advantages of resources to further develop the local market for high net worth clients,at the same time,to develop effective marketing strategies,so as to enhance the overall service quality of private banks.As the center of the private banking market proven ICBC Jilin branch development problems and propose effective solutions,this paper takes Jilin Province branch of private banks as the research object,based on the combination of theory and practice principle,respectively using the method of literature,interview,observation and analysis of four SWOT research methods,selection of business environment and market strategy of integrated private bank branch.First,understand that the private banking marketing direction through the method of literature and academic,roughly defined the basic theory research,comparison research results of domestic and foreign scholars;secondly,the investigation of current marketing situation and problems of Jilin Province branch of the private bank by interview method and observation method,find the market positioning of private banking the insufficient;again,combining with the observation method and SWOT analysis method to analyze the actual environment of private banking market,a clear understanding of the macro and micro environment,and SWOT analysis to study the characteristics of private banking business environment from four aspects;finally,the private banking market strategy from market orientation,private branch the bank’s marketing direction,and security measures can help the smooth implementation of the strategy.