Research On Marketing Strategy Of High Net Worth Clients Of Private Bank Of ZX Bank Jinan Branch

The private banking business of commercial banks is opened for exclusive high net worth groups.The comprehensive services provided by banks to meet the needs of high net worth customers are an important embodiment of the comprehensive competitiveness and brand image of commercial banks at home and even intemationally.Private banks play a key role in customer accumulation,brand sublimation and value guidance in the business development of ZX Bank Jinan Branch.In 2021,ZX Bank has become well known inside and outside through the business of enterprises and institutions and overseas banks,and has a good corporate financial service plan and customer base,but it needs to further explore and improve the expansion,operation,maintenance and improvement of high net worth customers of private banks.At present,ZX’s banking business strategy has shifted from one and two wings to three drivers.The retail business,especially the private banking business,is a new engine for banks to release financial capacity.This paper is mainly from the ZX Bank Jinan Branch private bank high net worth customer marketing reality and the current market in-depth research,Based on the 7Ps market and marketing combination theory,customer value theory and other theories,Analyzing the internal and external environment of the current bank-related business marketing strategies,Exploring the marketing strategy of high net worth clients in private banks,on this basis,According to the relevant theory of marketing,Combined with the interview research results to make the problem analysis,In the level of marketing strategy improvement and strategy implementation guarantee system,This paper gives some reference and guidance for the improvement and development of the marketing strategy of private bank high net worth customers in the later period.The main research conclusions of this paper are:(1)Combined with the interview survey,this paper found that under the guidance of 7Ps marketing theory,ZX bank Jinan branch private bank high net worth customer marketing strategy highlights many problems,including product value-added services,channel platform joint level,insufficient price differentiation,promotion information push not comprehensive,professional team construction,these problems to a certain extent limited ZX bank private bank high net worth customer marketing success,need further study on these issues.(2)Introduce the improvement strategy of private bank high net worth customers of ZX Bank Jinan Branch,mainly innovating product value-added service,constructing channel platform joint marketing mechanism,developing differentiated price level,strengthening promotion information push and building professional team,mainly involving product and service positioning and differentiated marketing,asset value management and differentiated pricing,building brand image,cultivating professional team,conducting linkage marketing,etc.(3)Optimization countermeasures implementation guarantee:in order to smoothly implement the optimization policy,after in-depth research,from the human resources,information,system and enterprise culture and other aspects to guarantee,common integration development,can make ZX bank Jinan branch private high net worth customer marketing strategy optimization countermeasures can be smoothly implemented in place.