Research On Customer Marketing Strategy Of Bank Z Private Banking

With the rapid development of China’s economy,on the one hand,the number of high-net-worth customers in China’s banking industry is increasing,which is expected to increase by 246%by 2025,and personal financial assets will reach 332 trillion yuan,and the demand for wealth management is becoming increasingly urgent.On the other hand,under the influence of complex factors such as the epidemic,the investment style of high-net-worth people is more stable,58%of the people who give priority to risk,the investment mentality of high-net-worth people is gradually mature,the investment concept continues to return to rationality,and the allocation of multiple types of assets is becoming more and more popular,in order to adapt to the development of the times,commercial banks actively carry out financial innovation,and strive to achieve structural transformation and achieve a significant increase in profits,private banking has always been an important source of profit for commercial banks.Private banking has always been an important source of profit for commercial banks,and with the increasingly strict domestic financial supervision and the saturation of commercial banks’ profits,private banking business has been listed by banks as a "avoid the important and take the light" with the profit attribute of not occupying the core capital of the bank.The vast majority of profits of commercial banks are created by a very small number of high-net-worth customers,and private banking business corresponds to this small number of high-net-worth top customers,and the ability to generate income and profits from high-net-worth customers also represents the comprehensive service level of a bank.Based on the basic theoretical knowledge and analysis tools of marketing management,this paper comprehensively uses literature analysis method,questionnaire survey method and qualitative analysis method,focusing on the practical problems of private banking customer marketing of Bank Z.This paper first reviews and analyzes the domestic and foreign literature in the field of private banking.Secondly,combined with the current situation and existing problems of Bank Z’s private banking business,7Ps,STP,PEST,SWOT and other analytical market and differentiated positioning,macro external environment,advantages and disadvantages of internal and external development,etc.,and propose management improvement plans applicable to the marketing strategy of Bank Z’s private banking,and finally put forward corresponding safeguard measures for the implementation of the above improvement plans.