Study On Optimization Of Wealth Management For Senior High Net Worth Customers Of Bank S

Since the reform and opening up,China’s economy has been growing rapidly and residents are accumulating wealth rapidly,the wealth management industry is showing a prosperous trend.At the same time,with the rapid development of economic and medical technology,human life expectancy is increasing and population aging has become an important trend in China’s current social development.In order to cope with a series of challenges brought by the aging population,the country is actively building a three-pillar pension model in line with China’s national conditions.As an important player in the personal pension market,commercial banks’ wealth management level plays a crucial role in the transformation and development of individual households,the national macro economy and commercial banks.At present,the wealth management business of commercial banks in China is generally stratified according to the size of clients’ financial assets,but this division dimension still cannot meet the changing needs of clients due to differences in their age structure,let alone meet the wealth management needs of all HNW clients in one package through simple and uniform service standards.Using STP theory,the article innovatively selects elderly HNW clients as the research target for wealth management business optimization of commercial banks according to the criteria of financial assets stratification and client age classification.At the same time,customer demand theory,psychological account theory and life cycle hypothesis are applied to explain the wealth management needs of elderly HNWIs,business characteristics and wealth management requirements of elderly HNWI customers of commercial banks,laying the theoretical foundation for the article.In the process of problem analysis,the article uses the case study method to analyze the current situation in four aspects: customer relationship management,product service management,business process management and talent team management,and accordingly concludes that the problems of wealth management business for senior HNW clients of S Bank exist,which are mainly seller sales in wealth management business model,lack of ageing in service experience,lack of professionalism in talent team,and financial The level of financial education is low.In order to avoid personal subjectivity in the analysis of the above problems,we designed a corresponding interview outline based on the problems,and conducted semi-structured in-depth interviews with 40 high net worth customers(aged 50 or above)of Bank S from five aspects: financial literacy evaluation,satisfaction,financial services,non-financial services and suggestions,and verified the problems one by one,ensuring the accuracy of the problems from both subjective and objective dimensions.The accuracy of the questions was ensured from both subjective and objective dimensions,and the foundation was solidified for making suggestions for optimization.Finally,based on the problems,we focus on the optimization measures for S Bank’s wealth management business for senior HNW clients from two aspects: first,to strengthen the implementation of the "customer-centered" business philosophy and truly reverse the previous "seller-sales-oriented" business model;second,to strengthen the implementation of the "customer-centered" business model."The second is to build an age-appropriate wealth management service system to provide higher quality wealth management services for senior HNW clients;the third is to strengthen the foundation of talents and strengthen the construction of professional wealth management talents;the fourth is to actively implement the service tenet of "finance for the people" and solidly promote Fourth,actively implement the service tenet of "finance for the people"and promote the financial education and popularization work of customers.The article expects that through the optimization study of the wealth management business of senior high net worth customers of S Bank,the financial well-being of senior high net worth customers can be improved and the high-quality and sustainable development of S Bank can be facilitated,and the development of wealth management business of commercial banks in China can be promoted from point to point.