The Research Of Strengthening The Marketing Function Of Private Banking Under The Background Of The New Rules

In recent years,China’s economy has developed at a high speed.The high net worth family at the top of China’s wealth pyramid has also grown to 2.1 million,which is already a fertile ground for the development of China’s private banking business.In the process of explosive growth of private banks in the past five years,G Bank Private Banks,as a well-known private bank in China,has formed a private banking business model that is self-produced and focused on asset management business.On April 27,2018,Guiding Opinions of the People’s Bank of China,the China Banking and Insurance Regulatory Commission,the China Securities Regulatory Commission,and the State Administration of Foreign Exchange on Regulating the Asset Management Business of Financial Institutions was released,which establishes a series of standard measures for the asset management business and the selection and sales agency business in the current market.It will also directly address the private banking business of most existing Chinese commercial banks.Influencing,private banks such as G Bank Private Bank with asset management as the main business model will face more direct challenges,and it is imperative to transform its business development model toward “customer service”.This paper analyzes the internal and external market situation of private banking in G Bank Private Bank through PEST analysis,and summarizes the difficulties of G Bank’s current private banking transformation in the direction of “customer service”.Through 4Cs theory,from customer,cost,convenience and communication From the perspective of G Bank private banking business,we have developed an operational marketing capability improvement planBased on the combination of theoretical analysis and empirical research,this paper integrates 4Cs theory into the transformation of private banking business,and summarizes related solutions,which has high application value and guiding significance.It has a very important reference value for improving the marketing competitiveness of G Bank private banking and improving the competitiveness of G Bank private banking market.