Research On Customization Service Of ZS Bank CP County Private Bank

Since the introduction of private banking services at ZS Bank in 2007,it has gradually become the bank with the largest number of managed customers and the largest number of managed customer assets in China.In the past two years,ZS Bank has stratified its customers in the private banking customer system.Customers with more than 10 million yuan of financial assets have become private banking customers,and customers with more than 50 million yuan of financial assets are called super-high-end customers.Along with the vigorous development of private banking business in the first and second tier cities such as Shangbei-Guangzhou and provincial capitals,it is difficult for high-asset customers of county branches in remote areas to receive the same service system.Traditional family assets management system,inefficient enterprise operation mode and outdated wealth management concept are among the super-high-end customers in such areas.It reduces the speed of wealth appreciation and increases the probability of business risk,debt risk,inheritance risk and security risk.Therefore,taking the private banking system of ZS bank as an example,this paper starts with the basic theory of private bank,analyzes the development characteristics of private bank at home and abroad,and analyzes the mode,theory and course of private banking in China.On the basis of theory,this paper analyzes the private banking service of CP County branch.Through the case analysis of XX family,this paper explores the feasibility of implementing non-standardized service model and innovative products,and puts forward improvement strategies for the private banking business of ZS County branch from the aspects of customer regional characteristics,market positioning and marketing model.Finally,the combination of theory and case is the solution to customized service of private banks.The main contents are as follows:The first chapter is the introduction.This paper introduces the background and significance of the research,the literature review at home and abroad,the purpose,method and content of the research.In the second chapter,on the basis of consulting a large number of relevant literature,the definition,characteristics,products and service models of private banks are systematically analyzed,focusing on the global asset allocation theory,grasping the core theoretical points of private banks.In the third chapter,combining with the current situation of private banking services of CP County branch,the paper analyzes the regional economic characteristics of CP county,the service mode and service system of CP County branch of ZS bank,and finds that the main problems are insufficient professional maintenance ability caused by personnel structure,insufficient service supply caused by regional differentiation of value-added services,and the existing system aiming at CP.The ineffectiveness of county economic monopoly and its family services;after in-depth analysis,find out the external and internal reasons for the existence of private banking business of CP County branch of ZS bank.In the fourth chapter,through the case study of Z family private bank in CP county,the service situation of private bank is explained in detail,the customer demand is analyzed in depth,and the Z family customization service strategy in CP county is analyzed.In the last part,the paper puts forward the solution strategy of customized service of private banks,mainly from three aspects: service management cooperation,customized service and customized asset allocation.On the one hand,it contributes to the further improvement of the ultra-high-end customized service system of county branches in private banks,and on the other hand,it contributes to the family.The practice of the concept product of the charter provides a case for reference.