D证券公司集合资产管理计划服务营销策略研究

发布时间：2018-03-11 05:26

本文选题：服务营销　切入点：集合资产管理计划　出处：《吉林大学》2012年硕士论文　论文类型：学位论文

【摘要】：在中国金融证券事业发展的今天，集合资产管理计划已经由不为人知慢慢被各类投资者所接受，而且在未来随着金融理财品种的日益丰富，集合资产管理计划也会成为众多券商及银行的一个利益增长点。而服务营销是市场营销的新发展方向，是从市场营销逐渐发展而来的。券商作为四大金融行业之一的载体，在现在的金融环境下，仅仅是向客户提供简单的跑道服务已经是远远不够的了，而为客户提供更高端的优质服务才是未来的发展趋势。因此，在服务营销理念重要性突显的阶段，有效的引入服务营销理念在证券行业已十分重要。本论文在服务营销理论的基础上，指出应用此理论在集合资产管理计划的必要性。以“心连心集合资产管理计划”为例，将服务营销理念应用到集合资产管理计划中，以丰富营销方法，，使证券公司获得更大的经济效益，同时满足顾客的保值增值要求。“心连心集合资产管理计划”以“抵御通胀，分享成长；专业管理，控制风险；配置灵活，范围广泛；管理人参与，风险共担”为产品特点。通过战略资产配置和战术资产配置确定投资组合中股票、新股申购、股票型基金等权益类资产以及债券、可转债等固定收益类资产的比例来实现客户资产的保值增值。同时通过对国内外服务营销观念的了解，采用SWOT分析方法，同时从品牌、服务分销渠道、促销、服务人员、有形展示、服务过程等几方面制定出D证券公司未来营销组合策略，集中各种有效力量，指导当前的具体实践工作，增强D证券公司未来的市场竞争力。而且，为保证本计划的营销策略得以完全实施，在制度保障、安全保障、人员保障、组织机制保障、服务过程保障、技术保障等六方面配合“心连心集合资产管理计划”。我们除了要认清国外服务营销理念之外，还要应该找到更适合我国经济发展与之相匹配的具有中国特色的服务营销理念。结合本文的分析和研究，我们提出了一些更适合D券商对“心连心集合资产管理计划”的营销策略和建议，希望能对D券商在“心连心集合资产管理计划”的发展上能够更上一层楼，提供更科学的决策参考。
[Abstract]:Today, with the development of China's financial and securities industry, the collective asset management plan has been accepted by investors of all kinds by unknown people, and in the future, with the increasing variety of financial management, Aggregate asset management plan will also become a benefit growth point for many securities firms and banks. Service marketing is a new direction of marketing, which is gradually developed from marketing. As one of the four major financial industries, securities firms are carriers. In the current financial environment, it is far from enough to provide customers with simple runway services, and providing customers with higher quality services is the trend in the future. In the stage of the importance of service marketing concept, the effective introduction of service marketing concept in the securities industry has been very important. Based on the theory of service marketing, this paper points out the necessity of applying this theory to the collective asset management plan. Taking the "heart-to-heart collective asset management plan" as an example, the service marketing concept is applied to the collective asset management plan. In order to enrich the marketing methods, the securities companies can obtain greater economic benefits and meet the requirements of maintaining and increasing the value of their customers. "Heart to heart aggregate asset management plan" is designed to "resist inflation, share growth, manage professionally, control risks, and allocate flexibly," A wide range of products are characterized by the participation of managers and the sharing of risks. Through strategic asset allocation and tactical asset allocation, equity assets such as stocks, new stock requisitions, equity funds, and bonds are determined in the portfolio. The proportion of fixed income assets, such as convertible bonds, is used to maintain and increase the value of customer assets. At the same time, through the understanding of domestic and foreign service marketing concepts, the use of SWOT analysis method, at the same time from the brand, service distribution channels, sales promotion, service personnel, Tangible display, service process and other aspects of the D securities company's future marketing mix strategy, concentrate all kinds of effective forces, guide the current practical work, enhance D securities company's future market competitiveness. In order to ensure that the marketing strategy of this plan can be carried out completely, it can cooperate in six aspects, such as system guarantee, safety guarantee, personnel security, organization mechanism guarantee, service process guarantee, technology guarantee, etc. In addition to recognizing the concept of foreign service marketing, we should also find a service marketing concept with Chinese characteristics that is more suitable for our country's economic development. We put forward some marketing strategies and suggestions that are more suitable for D securities firms to "set up asset management plan". We hope to improve the development of "heart-connected collective asset management plan" for D securities firms. To provide more scientific decision-making reference.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.51

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