Research On Marketing Strategy Optimization Of High Net Worth Clients Of HZ Bank

With the rapid development of China’s economy,the income level of Chinese residents has been greatly improved,and a large number of high net worth individuals have emerged.Their demand for asset preservation and appreciation financial services is increasingly urgent,hoping to realize the preservation and appreciation of wealth.In the face of the growing demand of high net worth individuals for asset preservation and appreciation financial services,commercial banks,insurance,funds,securities,trusts and Internet financial institutions continue to launch corresponding products and provide high-quality services to compete for this huge market.As an important participant in China’s capital market,commercial banks can better improve their profitability by taking targeted marketing measures to win the favor of high net worth clients.In this context,as a regional small and medium-sized commercial bank,HZ Bank needs to accurately identify the high net worth clients,constantly improve the existing marketing strategy,and continuously meet the needs of high net worth clients for asset preservation and appreciation.Taking HZ Bank as the research object,through questionnaire survey and in-depth interview,this thesis first discusses the customer distribution of HZ Bank according to the market segmentation theory;Secondly,it focuses on the selection criteria and customer distribution of high net worth clients of HZ Bank;Then,it analyzes many problems in the marketing strategy of high net worth clients of HZ Bank in detail,such as less innovative value-added service products to meet the needs for high net worth clients,low satisfaction of high net worth clients with return on assets,narrow marketing channels for high net worth clients,lack of pertinence of promotion strategy,and low level of characteristic marketing service for high net worth clients.Aiming at the many problems existing in the marketing strategy of high net worth clients of HZ Bank,this thesis gives the optimization measures of marketing strategies for high net worth clients,such as strengthening product innovation to meet the needs of high net worth clients;Strengthen resource integration and improve the yield of high net worth clients;Make efforts on multiple platforms to expand the customer acquisition channels of high net worth clients;Increase promotion efforts and increase the number of high net worth clients;Enhance service awareness and improve the marketing service level of high net worth clients.