A券商集合理财产品营销策略研究

发布时间：2018-03-30 22:20

本文选题：集合理财产品　切入点：营销策略设计　出处：《南京大学》2012年硕士论文

【摘要】：近年来,随着市场经济的不断发展,我国证券行业蓬勃发展,竞争也愈加激烈,证券经纪业务增长逐渐缓慢,传统的“以自我为中心”的坐商时代已经结束,市场已经转换成买方市场。此时,在经纪业务逐渐疲软的情况下,资产管理业务已成为券商非常重要的利润来源。在当前集合理财产品市场尚未发展健全的情况下,A券商如何掌握机遇,发展独具特色的理财产品业务成为一个需要研究的问题。本文首先详细分析了A券商集合理财产品的现状,指出现有产品存在的缺陷和不足,说明当前集合理财产品的营销策略研究的必要性。然后,利用对客户进行问卷调查的方法取得了目标市场客户的信息,进行了市场细分,根据客户需求的类型和产品的特点完成了集合理财产品的市场定位。最后,根据前面的分析和结论,针对A券商集合理财产品的特点进行了营销策略设计,包括了产品策略、价格策略、渠道策略、促销策略、人员策略、有形展示和过程管理策略。本文通过较为翔实的数据以及分析,根据公司和产品的情况进行了产品营销策略的设计,结合A券商推行转型的契机,对集合理财产品的营销策略进行了深入的研究,为A券商建立集合理财产品营销体系和深度推广提供理论支持和现实指导。
[Abstract]:In recent years, with the continuous development of market economy, the securities industry of our country is booming, the competition is becoming more and more intense, the growth of securities brokerage business is gradually slow, and the traditional "self-centered" era of business sitting has ended. The market has been transformed into a buyer's market. At this time, with the brokerage business gradually weakening, Asset management business has become a very important profit source for securities companies. How to grasp opportunities and develop unique financial products business has become a problem that needs to be studied under the situation that the market of aggregate financial products has not yet been developed and sound. This paper firstly analyzes the present situation of A securities company's aggregate financial management products, points out the defects and shortcomings of the existing products, and explains the necessity of the current research on the marketing strategy of the aggregate financial products. The information of the target market customer is obtained by using the method of questionnaire survey, the market segmentation is carried out, and the market orientation of the aggregate financial products is completed according to the type of customer demand and the characteristics of the product. Finally, According to the above analysis and conclusion, this paper designs the marketing strategy of A securities company's collective financial products, including product strategy, price strategy, channel strategy, promotion strategy, personnel strategy, tangible display and process management strategy. Based on the detailed data and analysis, this paper designs the product marketing strategy according to the situation of the company and the product, and combines the opportunity of A securities company to carry out the transformation, and makes a deep research on the marketing strategy of the aggregate financial products. It provides theoretical support and practical guidance for A securities company to set up the marketing system of collective financial products and to promote it in depth.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.51

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