Research On Competition Strategy Of Wealth Management Business For G Branch Of PS Bank

With the continuous growth of the total investable assets of high net worth individuals and individuals,a single bank deposit and loan business model has been unable to meet the growing wealth management needs.At the same time,with the development of interest rate liberalization,Internet finance,artificial intelligence and the implementation of new regulations,the wealth management industry is increasingly competitive,which not only brings challenges to Banks,but also brings rare development opportunities.At present,the wealth management business is an important direction for the strategic transformation and development of commercial Banks.How to provide diversified and all-round wealth management services for customers has become the most concerned issue for commercial Banks.Based on this,based on the development status of wealth management business of PS bank G branch,this paper USES PEST method and five competitive forces model to analyze the external environment and industry competitive environment faced by its wealth management business,and constructs SWOT matrix.Finally,a differentiated competitive strategy was developed for the wealth management business of PS bank G branch,focusing on the value of existing customers,building a differentiated product and service system,and improving the core competitiveness of the wealth management business.Its implementation route is mainly divided into five aspects: further segmentation of customer level;Implement customer group management;Match differentiated competition strategy for customers' whole life cycle;Create differentiated products and services;Develop differentiated channel coverage strategy to improve customer experience.In addition,in order to ensure the smooth implementation of the strategy,This paper also puts forward six safeguard measures: optimizing the organizational structure;To build a professional talent team;Improve the evaluation and incentive mechanism;Strengthen compliance awareness of risk control;Standardize the marketing service process;Build a big data analysis platform.