Research On The Marketing Strategy Of Private Banking In SP Branch Of Industrial And Commercial Bank Of China

2018-2020 is the important three years for the deep development of regional economy and finance in SP region,the change of rules and the integration of market.It is also the key three years for ICBC SP branch to stabilize quality,adjust structure,change mode and promote upgrading.SP branch implements the "three-year development plan" strategic deployment,accurately grasps the market opportunity and the competition situation,accurately positions the development goal and the main attack direction,earnestly enhances the development speed and the quality benefit,as the state promotes the interest rate marketization and the RMB exchange rate formation mechanism reform,develops the multi-level capital market,raises the direct financing proportion,consummates the financial infrastructure and the market interconnection,unceasingly expands the financial opening to the outside world and controls the local government,the real estate,the state-owned enterprise financing risk and so on a series of measures,the capital management new regulation and strengthens the bank capital,the liquidity management and so on series supervision opinion falls to the ground,Must reconstruct the financial ecological environment from many dimensions.For a long time,optimizing the social financing structure,standardizing the healthy and compliant development of financial business and establishing a good financial ecology will be beneficial to the future development of SP branch.But in the short term,strong wind control and strict supervision will look at the investment and capital of bank loans.In the face of a new round of financial reform and high supervision,the short-term "labor pain" of the banking industry is inevitable,and the profound and complex changes in the financial environment are not only an important opportunity for the implementation of the development strategy of banking institutions in the new period,but also a great test for the ability of banking institutions to break through the reform and innovation.With the rapid development of private banking business in commercial banks in recent years,the development of private banking business has become the core competitiveness of interbank banking operation.In particular,CCB has accelerated its catch-up efforts in an all-round way.In addition,trust,securities,tripartite financial management,family offices,Internet finance and other new private banking institutions actively open up the high-end private banking market,private banking new forms of business emerged,constantly segment the customer market,cross-industry cross-border competition intensified.Since its inception in March 2008,ICBC’s private banking business has been adhering to the "customercentered" initial heart,and always pay attention to the customer’s individual,family,enterprise three dimensions of integration and personalized needs,continue to lead the development of domestic private banking business.At present,in the face of complex market environment and fierce competition in the same industry,relying on the development of regional economic and social environment,how ICBC SP branches can give full play to their unique advantages,integrate group resources,expand and strengthen private banking business,and enhance the competitiveness of the same industry has become a crucial issue.By summing up and combining theory with practice,this paper studies the marketing strategy of ICBC SP branch private banking.On the basis of STP theory and 7 P theory,through in-depth analysis of ICBC SP branch private banking business marketing environment,put forward ICBC branch private banking business marketing strategy formulation of specific measures.Based on the macro-environment and internal and industry competition environment of ICBC SP branch private banking business,this paper puts forward some suggestions based on the analysis of business development and marketing theory.Promotion,through carrying out a variety of marketing activities,strengthen brand publicity,improve customer awareness of private banking business,personnel,pay attention to customer identification and depth KYC,From the customer perspective to implement marketing strategy,pay attention to customer participation in the service process;physical display,improve facilities construction,standardize staff management,enhance customer service experience;Service process,optimize and improve service flow,fine process management,enhance service efficiency.