Research On Private Banking Marketing Strategy Of CCB Jilin Branch

In recent years,with the continuous improvement of the national income level,the scale of China’s family wealth has expanded rapidly,and a large number of affluent people have emerged in China.For this part of the high net worth customers,the basic financial services of traditional commercial banks can no longer meet their needs,they hope that their wealth can be more professionally managed and more rationally configured.However,compared with the history of foreign private banks for more than 400 years,the domestic private banking business has just started,and there is still a lack of experts in private banking business.How to develop the private banking market,seize the opportunities and establish a brand to become the focus of financial institutions.focus.Founded in 1954,CCB Jilin Branch has always adhered to the "customer-centric" modern commercial bank business philosophy,focusing on the goal of maximizing the value of banks,constantly innovating financial products and improving service functions.In recent years,in the process of transformation and development,the CCB Jilin Branch has realized that private banking has the characteristics of low capital occupation and high economic returns.Therefore,CCB is vigorously expanding its high-end customers on the basis of fulfilling the social responsibility that the stateowned banks should shoulder.Focus on the development of private banking business,which has promoted the profit of commercial banks and increased the core competitiveness of provincial branches.Although the private banking business of CCB Jilin Branch has temporarily achieved the leading performance of its peers by virtue of CCB’s unique corporate culture,business philosophy and management system,the temporary advantages of any bank may be peers in the private banking competition.Beyond.This paper takes the private banking business of CCB Jilin Branch as the research object.From the perspective of marketing management,it first analyzes the marketing status of the private banking business of CCB Jilin Branch,and finds some existing problems,such as: Lack of funds management ability,lack of professionals;private bank brand promotion is not in place,brand awareness is low;private bank customer relationship management is not in place;private banking products are relatively single and homogenized;lack of linkage with other departments,cross-marketing Weak ability and other issues.Then,using PEST analysis method to analyze the current macro marketing environment of CCB Jilin Branch from political,social,technical and economic factors,and use comparative analysis method to develop competitors,potential competitors and cooperation channels in the industry.The situation was analyzed.Then,SWOT analysis was used to find out the current advantages and disadvantages of CCB’s private banking business in Jilin Province,and to analyze its current external opportunities and threats.Finally,the market segmentation,selection of target market and market positioning of the private banking business of CCB Jilin Branch are carried out.This paper proposes a marketing mix strategy for the development characteristics and marketing status of the private banking business unique to CCB Jilin Branch.We will build a team of professional talents,strengthen performance appraisal mechanisms,fully apply technology platforms,and strictly implement risk control to ensure the implementation of marketing strategies.In short,based on the relevant theories of marketing management,this paper analyzes and studies the private banking business of CCB Jilin Branch,which has important theoretical and practical significance for the development of private banking business.