| Private banking originated in Switzerland and developed in Europe,the United States and other developed countries.In recent years,with the continuous growth of China’s economy,the number of people with high net worth and the accumulation of wealth are increasing,and the demand for private banking business is increasing.For banks,private banks have the advantages of high asset management per household and high revenue per household.So in recent years,based on the rapid development of Chinese financial institutions such as Bank of China,industrial and Commercial Bank of China,China Merchants Bank and China CITIC Bank in the private banking industry,the private banking business in China has become hot in recent years,attracting many institutions to carry out relevant business,and in the industry Compete for the market.At the same time,the customer group of private bank has changed a lot in industry,age,comprehensive quality and so on.Private bank customers have higher requirements for financial and non-financial services that financial institutions can provide.As the earliest joint-stock commercial bank in China,the retail business of ZG bank has developed rapidly,and the private banking business has also won many domestic and foreign awards in recent years.Relying on the group’s strong financial platform advantages,advanced international experience,global network and professional team,ZG bank provides diversified financial investment products and customized financial products for private bank customers,and provides specialized financing service programs for private bank customers and enterprises,and supports private bank customers in their long-term development.It is widely accepted by many high net worth customers favor.I hope to optimize the marketing strategy of private banking business of ZG bank in this industry background,and strive to seize more market opportunities and strive for greater development space.There are some marketing problems in private banking business of ZG bank,such as single product strategy,unreasonable organization layout,lack of external customer channels,unreasonable promotion strategy,etc.This paper hopes to analyze the existing problems and put forward optimization strategies,which will help ZG bank to increase the number of private banks,to contribute the value of private bank customers,to achieve the profit of private banking business and other assessment indicators and development goals.In this paper,ZG private banking business marketing strategy optimization research,first introduced the background and significance of this research topic,theoretical basis,research methods,content and ideas,etc.,to provide the background and theoretical support for the following research.Secondly,this paper analyzes the macro environment of privatebanking business of ZG bank by pest macro environment analysis model,focusing on the impact of new regulations and policies of asset management and the epidemic situation on private banking business of ZG bank.At the same time,the paper also analyzes the demand environment of Private Bank of ZG bank,and analyzes the competition environment faced by it with Porter’s five forces model.Then it introduces the operation status and existing problems of ZG bank’s private banking business,deeply analyzes the marketing problems and influences of ZG bank’s private banking business in product strategy,channel strategy and promotion strategy,and paves the way for its marketing strategy to provide targeted solutions.Based on the above analysis,combined with the current operation,resource distribution and macro environment of private banking business of ZG bank,the marketing mix strategy of private banking business of ZG bank is formulated.In terms of service system optimization strategy,ZG bank should optimize the construction of private bank brand platform,operation ability and customer marketing development strategy.In terms of marketing mix strategy,ZG bank private bank should optimize the strategies of consulting service,investment service,financing service,high-end value-added service,etc.Finally,this paper expounds the guarantee measures of ZG private banking business marketing strategy optimization from three aspects: system guarantee,system guarantee,personnel guarantee and so on. |
