| With the deepening reform of the national financial system,Customer Marketing of Private Banks in China has entered a new stage,changed from the initial emphasis on quantity growth to high-quality development.The implementation of the New Asset Management Regulations,make financial industry facing redistribution of multi-stakeholder interests.Breaking of rigid cash,Net Value Management of Financial Products,Regulating of Funds Pool,Preventing mismatch of deadlines,Strict Management of Non-standard Investment,both assets aspect and liabilities aspect are subject to stricter regulation of financial products.It is a challenge,but also an opportunity.The New Asset Management Regulations and Interest Rate Liberalization,letting the whole society ’s financing mode changed tremendously.The phased reduce of exclusive WMP in private bank financial organizations,reduction of channel advantage.The trend of private banking in the future is decreasing of the capital consumption and occupancy,all of this requires the service of PB has changed from exclusively capital allocating to funds matching,from asset holding mode to transaction service mode,from relying on interest margin mode to commission and price differences pattern.Based on the service marketing strategy as the theoretical basis,following the overall mentality of the theoretical principle elaboration,the present situation induction,the influence analysis,and optimization suggestions.In-depth analysis of the status and problems of the PB service strategy of Bank of Communications(BCM)A branch,put forward the service marketing strategy optimization suggestions.Making use of Document Analysis,Comparative Analysis,Case Analysis,and comprehensive Analysis Method,under the background of The New Regulations,optimization of PB service marketing strategy of BCM A branch.Providing a platform for Matching-Funds in terms of both assets and liabilities aspect.Focus on the Excavation of High-quality Basic Assets and the Construction of Professional Talents.Integrate customer’s trading scenarios and financial scenarios,Broaden trading channels,and improve service system.Therefore,provide theoretical suggestions and Practice not only for how to optimize the service marketing strategy of A branch,but also for other branch-level financial institutions. |
