Research On Marketing Strategy Of Wealth Management Business In Y Branch Of Bank X

Over the past 40 years of reform and opening up,China's economy has developed rapidly,the total amount of social wealth has increased substantially,and a large number of middle class and rich class have emerged in China.At the same time,due to the continuous low volatility of the capital market in recent years,the real estate market is affected by the regulation and control policies,and the transactions shrink,high CPI and other factors,the demand for wealth management in the whole society is more and more strong.At the same time,with the continuous progress of residents' financial awareness,the demand for wealth management is becoming more and more urgent.People's demand for wealth management has gradually developed from simple bank deposits to wealth management needs of various investment portfolios,such as financial management,securities,alternative investment,which lays the foundation for the banking industry to carry out wealth management business,and also brings fierce competition in wealth management market.Therefore,what kind of marketing strategy to adopt to deal with the increasingly fierce competition is the primary problem Y Branch of Bank X is facing.This paper takes Y Branch of Bank X as the research object.Firstly,it introduces the research background and research purpose,and introduces the related concepts and theoretical basis.Then using the research methods of literature research,data analysis and induction research,this paper analyzes the current situation and development of wealth management business marketing of Y Branch of Bank X from the perspective of its external environment and industry status.Furthermore,from the aspects of customer demand,customer cost,customer convenience and customer communication,the paper points out the main problems: no effective customer segmentation,conflict between procedural management and personalized demand,insufficient product innovation ability,product sales oriented marketing mode,fewer business outlets,the existing 1 + N service communication system failed to be effective,for low-end wealth management,it did not establish effective customer service communication process,there was a serious shortage of front-line teams,and there were many new employees,etc.Next,from the perspective of customers,the paper puts forward four marketing strategies for customer's demand,customer's cost,customer's convenience and customer's communication,mainly including: customer segmentation,MGM customer referral,other banks "hunting";establishment of professional and open product innovation mechanism,development of investment and financing integration,exploration of multiple charging modes;provision of customized discretionary services,provision of global connection services,and services through Internet channels;It is necessary to improve the 1+N service communication system,establish the service communication mode of customer manager + outlet FC + AI platform,and formulate standardized and normalized service communication process.At the same time,it points out that in order to ensure the successful implementation of the wealth management business marketing strategy of Y Branch of Bank X,we should guarantee it from five aspects: organization,system,assessment,talents and technology,with a view to help the marketing of wealth management business of Y branch of Bank X and help it become the most influential wealth management bank in Y region.