潍坊中信证券个人理财产品营销策略研究

发布时间：2018-05-27 02:33

本文选题：潍坊中信证券 + 个人理财产品　；参考：《哈尔滨理工大学》2017年硕士论文

【摘要】：证券公司作为个人理财产品的经营主体,近两年,充分意识到个人理财产品业务的重要性,在个人理财产品营销方面不惜人力、物力,投入了大量的资源,努力占据金融市场竞争的制高点。此时,潍坊中信证券现行的个人理财产品营销策略依然存在诸多问题,很难在激烈的市场竞争中获得最大化的利益,优化潍坊中心证券个人理财产品营销策略就成为了当务之急。本文在此背景下,以潍坊中信证券为例,展开“潍坊中信证券个人理财产品营销策略研究”,希望为潍坊中信证券个人理财业务的健康发展献计献策。本文在介绍潍坊中信证券概况、个人理财产品类型的基础上,从产品定价策略以成本加成定价策略为主、产品研发过程以封闭化为主、产品营销策略以线上为主等方面分析了潍坊中信证券个人理财产品营销策略现状,总结出现行营销策略存在的问题。进而,对潍坊中信证券个人理财产品营销环境进行了分析,包括营销的宏观环境(政治环境、经济环境、社会文化环境、法律环境)、行业环境(行业竞争结构、主要竞争对手及其产品分析、市场需求分析)、内部环境(营销资源、营销能力)。在此基础上,优化设计了潍坊中信证券个人理财产品营销策略,包括实行差异化营销策略、加强运用客户体验营销策略、合理运用线上与线下相结合的营销策略。最后,提出了潍坊中信证券个人理财产品营销策略实施保障措施,包括建立健全管理制度和激励机制、营销团队构建与管理、建设和完善营销信息技术支持系统、营销策略的评估与优化。本文研究设计的潍坊中信证券个人理财产品营销策略及其实施保障措施,为潍坊中信证券个人理财产品营销活动提供了参考方案,对于有效提升潍坊中信证券公司个人理财产品营销水平和市场占有率具有积极的促进作用。
[Abstract]:As the main body of personal financial products, securities companies are fully aware of the importance of personal financial products business in the last two years. In the marketing of personal financial products, they are not spare for manpower and material resources, and have invested a lot of resources to occupy the commanding point of the competition in the financial market. At this time, the current marketing strategy of personal financial products in Weifang CITIC Securities Company There are still many problems, it is difficult to maximize the interests of the fierce market competition. It is urgent to optimize the marketing strategy of personal financial products in Weifang central securities. This paper, taking CITIC Securities in Weifang as an example, launches the "Research on marketing strategy of personal financial products in CITIC Securities in Weifang", hoping to be in Weifang. On the basis of introducing the general situation of CITIC Securities in Weifang and the types of personal financial products, this article is based on the product pricing strategy with the cost plus pricing strategy, the product R & D process is mainly closed, and the product marketing strategy is based on the online securities in Weifang. The current situation of marketing strategy of financial products is summarized, and the existing problems of marketing strategy are summarized. Then, the marketing environment of Weifang CITIC Securities personal financial products is analyzed, including the macro environment of marketing (political environment, economic environment, social culture environment, legal environment), industry environment (industry competition structure, major competitors and their products). Analysis, market demand analysis), internal environment (marketing resources, marketing ability). On this basis, we optimized the marketing strategy of Weifang CITIC Securities personal financial products, including the implementation of differential marketing strategy, strengthening the use of customer experience marketing strategy, the rational use of line and offline marketing strategy. Finally, the Weifang CITIC The implementation of security measures for the marketing strategy of securities personal financial products, including establishing and improving the management system and incentive mechanism, construction and management of marketing team, construction and improvement of marketing information technology support system, marketing strategy evaluation and optimization. This paper studies the marketing strategy and implementation guarantee measures of the personal financial products in Weifang CITIC Securities. It provides a reference for the marketing activities of the personal financial products of CITIC Securities in Weifang, which has a positive effect on promoting the marketing level and market share of the personal financial products of the China Citic Securities Co in Weifang.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.39

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