JS Bank QHC Branch Private Banking Business Marketing Strategy Research

The target customers of private banking business are the high net worth people who have developed rapidly in China in recent years.They provide these customers and families with professional and personalized financial services,including investment consulting,asset allocation,insurance,inheritance distribution,family trust and other businesses,to achieve the goal of preserving and increasing the value of these high net worth people’s assets.Although wealth planning is still the core of private banking,it covers a wide range of general banking businesses,so private banking is essentially a mixed business.In essence,private banking is fundamentally different from general banking business.Its service focus is on the high net worth people,providing them with comprehensive financial services.Private banking business should always abide by the principle of privacy,and achieve their asset management objectives on the basis of protecting customers’ information security and asset security.Under the reform background of interest rate marketization,the development of major commercial banks in China began to transform.On the basis of retaining their original financing functions,they accelerated the development of financial service functions.In addition to the expansion of the scale of the rich class,commercial banks attached great importance to the development of private banking business and vigorously developed related banking products and services.Guided by relevant marketing theories,this paper adopts the method of combining field research and literature reading to analyze the development status of theoretical business marketing of private bank in QHC branch of JS Bank and find out practical problems that restrict its further development.For example,product positioning is not accurate,product pricing autonomy is weak,channel maintenance and expansion needs to be improved,promotion means lack of innovation,marketing personnel is not professional,service process management is weak,etc.At the same time,by analyzing the theoretical business marketing environment of JS bank QHC branch private bank,combining with STP theory and service marketing 7Ps theoretical model,etc.,In order to enhance the regional market share and improve their comprehensive competitiveness,reasonable optimization and improvement plans are put forward.