T证券公司集合资产管理计划营销策略案例分析

发布时间：2018-01-12 22:12

本文关键词：T证券公司集合资产管理计划营销策略案例分析　出处：《广东财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：在中国,伴随着证券市场的迅速发展,证券公司开展资产管理业务的条件日趋成熟,尤其是证监会允许创新类证券公司开展集合资产管理业务后,它与自营、经纪、承销业务成为券商主要业务收入来源。由于对证券公司资产管理业务收入贡献最大,集合资产管理业务越来越受到多数证券公司的关注。自2005年证券公司诞生第一只集合资产管理计划以来,各大公司陆续推出个性化的集合理财计划。目前,它已经发展成为证券市场不可或缺的金融产品。证券公司集合资产管理计划的核心就是市场营销,管理者通过多渠道宣传和专业化的管理,整合各种影响因素,从而形成有效的营销方案。本文详细介绍了T证券公司集合资产管理业务的概况,指出目前该公司集合计划发展现状及存在的问题,进一步说明了集合资产管理计划营销策略的必要性,针对T公司集合资产管理计划营销存在的具体问题给出对应地营销策略建议,最后得出T公司应整合自身资源为集合计划的进一步发展和使之成为公司新的利润增长点奠定基础。由于T公司在证券公司中有一定的典型性,本文对于其他证券公司利用资产管理计划为快速发展契机,不断完善产品营销体系,也具有一定的参考价值。
[Abstract]:In China, with the rapid development of the securities market, securities companies to carry out asset management business conditions are increasingly mature, especially after the Securities Regulatory Commission allowed innovative securities companies to carry out collective asset management business, it and self-management. Brokerage, underwriting business has become the main source of business income of securities companies. Because of the largest contribution to securities companies asset management business income. The aggregate asset management business has been paid more and more attention by most securities companies. Since the first collective asset management plan was born in 2005. At present, it has developed into an indispensable financial product in the securities market. The core of the collective asset management plan of securities companies is marketing. Through multi-channel publicity and professional management, managers integrate various factors to form an effective marketing scheme. This paper introduces the general situation of T securities company collective asset management business in detail. This paper points out the present situation and existing problems of the company's collective plan, and further explains the necessity of the marketing strategy of the collective asset management plan. In view of T company collective asset management plan marketing existence concrete question to give the corresponding marketing strategy suggestion. Finally, it is concluded that T company should integrate its own resources for the further development of the aggregate plan and make it become the new profit growth point of the company to lay a foundation, because T company has certain typicality in the securities company. This paper also has some reference value for other securities companies to make use of asset management plan as an opportunity for rapid development and to continuously improve the product marketing system.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.39

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