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

摘要： 私人银行业务作为金融领域的重要组成部分，正逐渐成为商业银行战略布局的焦点。基于SWOT分析，提出当前农村商业银行在该领域的营销环境、市场定位、客户资源挖掘与营销、客户关系管理、业务考核评价体系等方面的策略。农村商业银行应致力于打造高素质的专业团队，提供专业化、个性化、尊享的服务解决方案，通过网点提升、圈层营销、公司客户营销等途径精准识别和拓展高净值客户，构建深厚的客户信任关系，积极进行数字化转型，并建立科学、合理的考核机制，激发员工的积极性和创新精神，推动私人银行业务快速发展。

关键词: 私人银行；农村商业银行； SWOT分析；资源挖掘；营销策略