Research On The Marketing Strategy Of XY Bank's Private Banking Business Under The Background Of New Asset Management Regulations

Private banking is an important part of the intermediary business of commercial banks,which is in a high-speed development period.According to the analysis of the general interest standard,with the increasing number of high net worth households,private banking will become a new growth point of China's financial industry.However,private banking has higher requirements for returns,and most products are deeply involved in virtual investment.The implementation of the new regulations will have a huge impact on the private banking business,and the product income may gradually decline,so the challenges faced by the marketing work will inevitably increase.In view of this,the management department should design more effective marketing strategies from the actual impact of the new regulations.XY bank is one of the first batch of joint-stock commercial banks approved by the State Council and the people's Bank of China.Private banking business grows rapidly and has certain representativeness in the industry.This paper takes XY bank as an example,based on the practicality of the author's job,from the perspective of marketing management,first uses Porter's five forces model to analyze the impact of the new asset management regulations on XY private banking business.It is found that after the implementation of the new asset management regulations,the bargaining power of XY bank decreased,and the bargaining power of buyers increased.And the competition among substitutes and peers is gradually increasing.On this basis,using 4P theory again,the marketing strategy of XY bank is evaluated.It is found that the main problem of XY bank's product strategy is the single product category and the disconnection of after-sales service.The main problem of price strategy is that the price is too rigid and out of line with the product cycle.The main problem of channel strategy is lack of flexibility and low return on investment.In view of the main problems existing in the marketing strategy of XY bank's private banking business,this research designs the optimization scheme again.In view of the shortcomings of product strategy,this paper studies the use of expectation inconsistency model,taking economic profit as the intermediary to purchase value-added services,through the sense of gain provided by value-added services,the investment income will increase relatively.Diversified service categories can enrich product categories and improve the quality of after-sales service.In view of the shortcomings of price strategy,this paper studies the design of Floating Pricing Strategy and price linkage mechanism around the product cycle theory,so as to make the price mechanism more flexible.In view of the shortcomings of channel strategy,based on behavior terminal theory,this paper proposes B2 C marketing mechanism and cost optimization strategy.In view of the shortcomings of the publicity strategy,this paper studies and refers to the three-dimensional marketing theory,and proposes the combination of new media advertising means,as well as cost control mechanism.Through this study,the paper clarifies the impact of the new regulations on private banking business and marketing strategy,and gives the optimization scheme.The conclusion can be used as a reference for XY bank and other similar enterprises.