Research On Wealth Management Optimization Of TY Branch Of G Bank

With the rapid development of economy and society,commercial banks in our country have sprung up,and the competition among banks is fierce.As an important support for commercial banks to gain profits,customer resources have gradually become the competitive advantages of commercial banks.Commercial banks adhere to the principle of customer first service,and pay more and more attention to customer resource management,through the development,maintenance and other customer management links of high efficiency to achieve the optimization of customer resource management.TY Branch of G Bank has a short history and small business scale.As its key strategic customers,wealth business customers have not yet formed an efficient customer management mode for wealth business,which seriously restricts the high-quality development of TY branch of G Bank.Therefore,this paper takes TY Branch of G Bank as the research object and on the basis of relevant customer relationship theories,discusses the optimization strategy of wealth business customer management of TY Branch of G Bank.In the process of studying the customer management of wealth business of TY Branch of G Bank,this paper takes "finding problems--analyzing problems--solving problems" as the research idea,and explores the optimization strategy of wealth business customer management by combing relevant literature and applying scientific research methods.This paper first discusses the current situation of wealth business customer management of TY Branch of G Bank,finds out the reasons for its existence according to the customer satisfaction questionnaire,and finds out the factors affecting wealth business customer management,including the suitability of product renewal,the bank’s business handling time,the internal and external environment of the bank,the service attitude of the branch staff,the professionalism and security of the bank.SWOT and PEST analysis methods are used to analyze the external environment,internal environment and competitive environment of wealth business customer management of TY Branch of G Bank in detail,so as to understand its advantages and disadvantages in development.It is found that the competitive advantages of TY branch of G Bank include regional advantages,service advantages,business model and financial technology advantages.In the face of fierce industry competition and the development trend of diversified customer demands,its disadvantages are mainly reflected in the lack of product innovation ability,unreasonable customer structure,unsound customer service system,and prominent personnel problems in the network.Therefore,this paper proposes strategic countermeasures from the four aspects of SO,ST,WO and WT by using SWOT matrix.This paper argues that TY Branch of G Bank has problems in the customer management of wealth business,such as imperfect operating mechanism,inadequate use of customer management system,inefficient customer management of wealth business and low professional quality of service personnel.Therefore,management strategies can be optimized in the aspects of customer management of wealth business by improving its management mechanism,optimizing CRM system and enhancing personnel quality.Finally,this paper argues that TY branch of G Bank can provide corresponding safeguard measures for the implementation of the above optimization strategies from the aspects of enterprise system,employee incentive mechanism,customer management system and service process.