The Research On Private Banking Strategy Of Shanghai Pudong Development Bank

As the important part of financial service field,private banking business has long been fully developed in western developed countries.With the development of Chinese economy at top speed wealth management market has rapidly expanded,and each major Chinese-funded has rapidly developed private banking business to seize the commanding heights of market.As a joint-stock bank,Shanghai Pudong Development Bank has a relatively short time to develop private banking business.However,it is lack of professional private bankers,perfect private banking products,the number of customers and the scale of asset management,and it is slightly lower than the level of the same industry.Therefore,this paper analyzes the existing problems of the private banking business marketing strategy of Shanghai Pudong Development Bank and puts forward specific measures to provide reference for the sustainable development of SPDB’s private banking business.First combining marketing theory and the marketing practice,this paper objectively analyzes the situation of the private banking business of SPD Bank.In combination with the macro environment of SPD Bank,it use SWOT model to find the opportunity,threat,strength and weakness for SPD Bank private banking business.From the current situation and problems of SPD Bank private banking business,this paper works out the marketing strategies of SPD Bank private banking business in marketing,product,price,brand,customer relationship,service and promotion.Finally this paper develops the implementation steps for SPD Bank private banking business marketing strategies and puts forward 6 supporting measures of establish high-quality team,carry out sales project management,develop strict business processes,establish and improve the system,strengthen the incentive mechanism,integrate the enterprise resources,to ensure the effective implementation of the above marketing strategy for private banking business,and also analyzes the economic and social benefits gained through the implementations of such marketing strategies.It is shown in the research results that for the strong force,solid brand and wide channels of SPD Bank.The private banking business keeps a rather good advantage in the regional market competition.However,the entries of the domestic commercial banks and overseas advanced banks and the financial disintermediation deteriorate its marketing environment in a certain extent.For such conditions,SPD Bank private banking business may combine the standard product and differentiate product,and create specialty products,and continuously improve the ratio of indirect distribution,and use the integrated pricing and differential pricing,launch promotions in combination with advertisement,personnel and public relationship to facilitate its sales,to improve its competitiveness and market share.