A公司财富管理服务市场营销策略研究

发布时间：2018-05-03 11:25

本文选题：理财服务 + 财富一户通　；参考：《西南交通大学》2014年硕士论文

【摘要】：自2012年5月证券公司首届创新大会召开以来,在证监会指引和各证券公司自发组织下,我国证券行业迎来了创新发展的春天,迈上了全面创新转型发展之路。证券公司创新了收入的来源,不仅仅只是以原来的经纪业务作为主要收入了,而是依靠其他业务来提高收入。2012年至今较为突出的就是证券公司财富管理服务。目前,很多投资者都有进行全方面理财的需要,所以目前证券公司也倾向于提供比较全面的金融服务,对财富进行一个综合的管理,这不仅是证券行业的发展趋势,也是整个金融业的发展趋势。几天以前,我国召集专家学者召开了研讨会,对证券市场的发展情况和创新方向进行了研究讨论。会议指出,我国的证券行业要把握好机会,用最短的时间将之前单一的经纪业务发展成理财业务,进而提高证券企业的中介能力,力争具有较强的金融中介优势,引导证券企业具有投资银行的作用,指引投资者进行合理的投资,实现资源在资本市场上合理的配置。本文选取了A公司进行研究,这一公司可以说是我国最早上市的一家证券企业。到目前为止,公司已经成立了20多年,经过20多年的时间,该公司取得了可喜的成绩,目前已经拥有5000多名员工和61亿资金,成立了很多家子公司,同时在香港还有上市的分公司。公司以目前分行业经营的框架为基础,并以不触犯法规法规为前提,以资本市场为目标,使产品走向多元化,使目前提供的服务能够提高深度和广度,突出资本中介职能,形成综合性、全方位的财务管理格局,有利于稳定社会财富,增加社会财富,也有利于提高人们投资的积极性,从而为实体经济的发展提供足够的资金。本文首先通过对国内外财富管理服务模式的分析和目前证券行业存在的问题,营销环境分析创新性地提出该公司的财富管理模式——财富一户通平台。其次根据产品策略及市场营销学理论结合该公司的实际状况规划出合理的市场营销之路,致力于提高该公司的财富管理模式对行业的影响力及社会大众的认可度。本文主要通过了内容分析、历史分析、比较分析以及理论结合实践的方法来进行研究。
[Abstract]:Since the first Innovation Conference of Securities companies was held in May 2012, under the guidance of the Securities Regulatory Commission and the spontaneous organization of the securities companies, the securities industry of our country has ushered in the spring of innovation and development, and embarked on the road of comprehensive innovation transformation and development. Securities firms have innovated their sources of income, not only using the original brokerage business as their main income, but also relying on other businesses to increase their income. So far in 2012, securities companies' wealth management services have become more prominent. At present, many investors are in need of comprehensive financial management. Therefore, at present, securities companies are also inclined to provide more comprehensive financial services and carry out a comprehensive management of wealth. This is not only the development trend of the securities industry, It is also the development trend of the whole financial industry. A few days ago, China convened a seminar of experts and scholars to discuss the development and innovation of the securities market. The meeting pointed out that China's securities industry should seize the opportunity to develop the former single brokerage business into financial management business in the shortest possible time, thereby improving the intermediary ability of securities enterprises and striving to have a strong financial intermediation advantage. To guide the securities enterprises to play the role of investment bank, to guide investors to make reasonable investment and to realize the rational allocation of resources in the capital market. This article selects A company to carry on the research, this company may be said to be our country's earliest listed securities enterprise. Up to now, the company has been established for more than 20 years. After more than 20 years, the company has achieved gratifying results. At present, it has more than 5000 employees and 6.1 billion funds, and has set up many subsidiaries. There are also listed branches in Hong Kong. The company is based on the current framework of industry management, takes the non-violation of laws and regulations as the premise, takes the capital market as the goal, makes the products diversified, enables the service provided at present to improve the depth and breadth, and highlights the capital intermediary function. The formation of a comprehensive and omni-directional financial management pattern is conducive to stabilizing social wealth, increasing social wealth, and improving people's enthusiasm for investment, thus providing sufficient funds for the development of the real economy. Firstly, through the analysis of the domestic and foreign wealth management service mode and the existing problems in the securities industry, the paper puts forward the wealth management mode of the company, which is the wealth one link platform, and the marketing environment analysis innovatively. Secondly, according to the product strategy and marketing theory combined with the actual situation of the company to plan a reasonable marketing road, committed to improve the wealth management model of the company's influence on the industry and the recognition of the general public. This article mainly through the content analysis, the historical analysis, the comparative analysis and the theory unifies the practice method to carry on the research.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.39

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