Research On NJ Bank's Private Banking Service Development Competitive Strategy

Significantly enhance as the speed of economic development,the number of high net worth population increase gradually,according to the investigation report:now,there have been more than eighty percent of China's high net worth population began to application of private banking services,and sixty percent of high net worth clients have private wealth lanagement services as one of the most important services of the bank.While the number of high net worth individuals is increasing uradually,based on the contents in the annual statements of Chinese Banks,we can know that the number of private banking customers in China is increasing.With the chanue of the financial environment,the traditional bankiniz business is facing more and more challenges,the spread income space of the traditional business is also uradually shrinking,the demand of banking institutions to explore new profit growth point is more and more urgent,business transformation has become inevitable,accelerate the development of private banking services.NJ Private Bank's main business is to target at the bank's personal assets ureater than or equal to 3 million yuan in the Finance Division customers with a professional business team to provide them with a dedicated "Xin",comprehensive services.December 2018.NJ Bank has accumulated about 16000 customers in the Finance Division,with assets under management of about 85 billion yuan.In recent years,the growth rate of private banking services has continued to rise.Banks began to try their best to seize private bank customers and customer assets.Taking the private bank of NJ bank as an example,this paper analyzes and summarizes the related research of internalization by means of literature analysis.And on this basis,through the investigation and research method and the SWOT analysis method,this paper analyzes the current situation of the NJ bank's private bank's business development at the present stage.On this basis,this paper analyzes the aeneral characteristics of private bank customers of NJ Bank and the actual situation of their business choices,and finds out that thev lack of consideration of the outstanding characteristics and advantaues that should be taken into account in the process of developing private banking.Just following the successful development experience of private banks in other countries,the development of private banks in some domestic private banks,such as high-quality services,products,and so on,is even direct.Then "copy" and then make changes,the lack of due attention to enhance the competitiveness of their own services,resulting in China's private banking services produced a very serious homogenization and follow-up problems.In the increasingly fierce market competition,China's private banks cannot bring their own unique advantages and characteristics into full play,which restricts the development of our country's private banking services.At the same time,the paper compares the NJ bank with the private bank of the foreign bank and points out some advantages that the private bank of the foreiun bank can use for reference,and then puts forward the corresponding suggestion on the construction of the competitive strategy system of the service differentiation of the private bank of the NJ bank.With a view to expanding the supply of banking services Brand effect,actively promote their core competitiveness and promote their own high net value customer number continuously increased.