Research On Marketing Strategy Of Wealth Management Business In Guangfa Bank

This article selects Guangfa Bank as a sample to study the marketing strategy of commercial banks' wealth management business.The wealth management business refers to the comprehensive financial services provided by commercial banks to individuals with high net worth wealth,to help them achieve the goal of wealth preservation and appreciation.It is of positive significance to strengthen the research on the wealth management business of commercial banks.On the one hand,from the perspective of the demand side,since the reform and opening up,China's rapid economic development has accumulated a large amount of wealth,and China's high-net-worth individuals have accumulated wealth rapidly,and the growth rate is proud of the world.After years of cultivation and deep cultivation,wealth management services have become popular,and the trust and dependence of high net worth individuals on wealth management institutions has continued to deepen.Commercial banks are the main force in the wealth management market,and their business development level is related to the level of wealth management of Chinese families.On the other hand,from the perspective of supply side,the development of wealth management business by commercial banks is an inevitable choice to promote their strategic transformation.In recent years,as the economic cycle has entered a downward path,the growth rate of corporate income has slowed down,the efficiency of capital turnover has decreased,and the growth of corporate deposits has entered an inflection point.In the past,business expansion has achieved rapid profits,and business objects have prioritized business models for corporate customers.Almost all banks use retail business as a breakthrough.Wealth management business is the top priority of retail business.At present,the homogeneous competition in the wealth management business of commercial banks is fierce.Its marketing strategy will affect customers' consumption and purchase behaviors to varying degrees,and it will also play an important role in enhancing its own competitiveness,which directly affects the transformation and development of commercial banks.This paper uses research methods such as literature research methods,field survey methods,and comparative analysis methods to analyze the problems and deficiencies of its marketing strategies based on the current status of its wealth management business marketing,such as product homogeneity,digital transformation.Weakness,the breadth and depth of cooperation between insurance company and the bank need to be strengthened,the brand influence needs to be improved,etc.,and analyze the reasons for the problems.On this basis,this article analyzes the external environment and internal mechanism and system,draws on the development experience of domestic and foreign banks,and uses marketing theory to reposition the marketing strategy of Guangfa Bank's wealth management business.Finally,through adjusting and optimizing the marketing strategy,a complete set of transformation and optimization suggestions are given,and at the same time,to ensure the implementation effect,the organization implements safeguard measures.This article believes that the wealth management business of Guangfa Bank should focus on the middle-aged and elderly customers,business owners and customers,while leveraging the advantages of credit card business to expand the white-collar customers.To promote the development of wealth management business,this article presents a marketing mix strategy: to take the customer as the center and improve the product system;strengthen scientific coordination and optimize differential pricing;combine online and offline to enrich customer channels;enhance brand image and strengthen brand maintenance.In order to ensure the implementation of the above combination strategy,this article also proposes implementation guarantees: strengthening the construction of customer service teams,strengthening financial technology empowerment,strengthening business compliance operations and risk management,strengthening assessment guidance and cost support.Wealth management business has broad prospects for development in China,and its potential is huge.Marketing strategies determine the success or failure of commercial banks.Through an in-depth analysis of individual cases,we can systematically summarize the directions and measures for the promotion of the wealth management business of commercial banks.Therefore,the analysis conclusions of this paper have certain reference significance for the development of wealth management business of commercial banks in China.