本文選題：集合理財產(chǎn)品　切入點：營銷策略設(shè)計　出處：《南京大學》2012年碩士論文

【摘要】：近年來,隨著市場經(jīng)濟的不斷發(fā)展,我國證券行業(yè)蓬勃發(fā)展,競爭也愈加激烈,證券經(jīng)紀業(yè)務增長逐漸緩慢,傳統(tǒng)的“以自我為中心”的坐商時代已經(jīng)結(jié)束,市場已經(jīng)轉(zhuǎn)換成買方市場。此時,在經(jīng)紀業(yè)務逐漸疲軟的情況下,資產(chǎn)管理業(yè)務已成為券商非常重要的利潤來源。在當前集合理財產(chǎn)品市場尚未發(fā)展健全的情況下,A券商如何掌握機遇,發(fā)展獨具特色的理財產(chǎn)品業(yè)務成為一個需要研究的問題。 本文首先詳細分析了A券商集合理財產(chǎn)品的現(xiàn)狀,指出現(xiàn)有產(chǎn)品存在的缺陷和不足,說明當前集合理財產(chǎn)品的營銷策略研究的必要性。然后,利用對客戶進行問卷調(diào)查的方法取得了目標市場客戶的信息,進行了市場細分,根據(jù)客戶需求的類型和產(chǎn)品的特點完成了集合理財產(chǎn)品的市場定位。最后,根據(jù)前面的分析和結(jié)論,針對A券商集合理財產(chǎn)品的特點進行了營銷策略設(shè)計,包括了產(chǎn)品策略、價格策略、渠道策略、促銷策略、人員策略、有形展示和過程管理策略。 本文通過較為翔實的數(shù)據(jù)以及分析,根據(jù)公司和產(chǎn)品的情況進行了產(chǎn)品營銷策略的設(shè)計,結(jié)合A券商推行轉(zhuǎn)型的契機,對集合理財產(chǎn)品的營銷策略進行了深入的研究,為A券商建立集合理財產(chǎn)品營銷體系和深度推廣提供理論支持和現(xiàn)實指導。
[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.
【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F832.51

【參考文獻】

相關(guān)期刊論文 前10條

1 張金梅;商業(yè)銀行個人金融理財營銷策略研究[J];當代經(jīng)濟科學;2005年03期

2 陳婷;;中國開放式基金銷售模式問題探析[J];華北科技學院學報;2010年02期

3 譚建梅;劉曉斌;;4C理論對我國基金營銷的啟示[J];哈爾濱商業(yè)大學學報(社會科學版);2008年06期

4 常雯;;中外銀行業(yè)個人理財業(yè)務發(fā)展比較分析[J];合作經(jīng)濟與科技;2007年02期

5 勞穎;;開放式基金的產(chǎn)品營銷[J];經(jīng)濟視角(下);2010年06期

6 潘琦華;我國開放式基金營銷改善探討[J];經(jīng)濟師;2005年11期

7 陳晶萍;韓霄;;我國商業(yè)銀行個人理財產(chǎn)品營銷策略探析[J];商業(yè)經(jīng)濟;2006年11期

8 張貴華;石青輝;;居民理財產(chǎn)品的差異化營銷策略研究[J];經(jīng)濟縱橫;2010年06期

9 胡憲華;論我國證券市場的規(guī)范與發(fā)展[J];金融教學與研究;1998年01期

10 常嘉亮;;我國商業(yè)銀行營銷策略分析[J];上海金融學院學報;2006年05期

，

本文編號：1687915