Research On Optimization Of Family Trust Marketing Strategy Of N Bank W Branch

Over the years,with the rapid growth of China’s economy and the accumulation of wealth in the residential households,the wealth goals of residential families are not only limited to wealth growth,but the better and more reasonable continuation of lifelong wealth inheritance has become one of the important needs of wealthy families in China.Family trust is one of the main ways to pass on wealth to individuals or families in today’s society.However,China’s family trust business has not been developed for a long time,and residents’awareness of this business is not high,and the professional ability of the business personnel of commercial banks is not sufficient,so the marketing and development of family trust business is not very good.How to optimize the marketing strategy of family trust business,enhance their marketing service capability and expand the scale of wealth management business has become one of the important issues that commercial banks need to solve.In this paper,based on a detailed review of domestic and international literature on marketing theories,family trust functions,and marketing strategies for family trust business,we fully understand the concept of family trust and summarize the main functions of family trust.Then,based on the 7PS marketing mix theory,the current marketing situation of the bank’s family trust business was studied in detail,and the problems of the marketing of the family trust business in branch W were summarized and the causes of the marketing problems were analyzed with the results of questionnaire and interview research.Based on the macro environment and the micro competition environment of the financial industry in China,this paper summarizes the advantages and disadvantages of the development of W Bank’s family trust business,and summarizes the development opportunities and possible threats.Finally,based on the STP marketing strategy theory,this paper develops market segmentation in terms of customers’ financial assets,risk preferences,occupation types and family characteristics based on the internal customer information of W branch,and proposes targeted family trust marketing strategy optimization based on 7PS theory on the basis of determining target market selection and market positioning.Considering all factors,this paper suggests that Branch W should fully innovate the types of family trust business products,expand the selectivity of subject assets,and enrich the service solutions;actively adjust the business fee items and fee standards;strengthen the internal customer acquisition channels application ability to explore the external cooperative institutions customer acquisition channels;fully expand the forms of promotional activities to close the distance between customers;strengthen the introduction of professional talents and To optimize the online service operating system and build a real-time response service platform;to do a good job of product display,enhance the service process effect display,and fully improve the quality of family trust business marketing services.In addition,effective safeguards should be taken from four dimensions:corporate culture,human resources,organizational structure and information technology to promote the smooth implementation of relevant marketing strategies.