关键词: 私人银行；农村商业银行； SWOT分析；资源挖掘；营销策略

Abstract: As a critical component of the financial sector, private banking is gradually becoming the focus of strategic positioning for commercial banks. This paper proposes strategies for rural commercial banks in private banking from various aspects of marketing environment, market positioning, customer resource exploration and marketing, customer relationship management, and business performance evaluation based on SWOT analysis. To promote the rapid development of private banking business,rural commercial banks should cultivate highquality professional teams, provide personalized and premium services, accurately identify and expand highnetworth clients via branch enhancement, segmented marketing and corporate client marketing, build deep customer trust relationships, actively engage in digital transformation, and establish appropriate evaluation mechanisms to stimulate employees enthusiasm.

Key words: private banking; rural commercial bank; SWOT analysis; resource exploration; marketing strategy