本文選題：服務(wù)營銷　切入點(diǎn)：集合資產(chǎn)管理計(jì)劃　出處：《吉林大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：在中國金融證券事業(yè)發(fā)展的今天，集合資產(chǎn)管理計(jì)劃已經(jīng)由不為人知慢慢被各類投資者所接受，而且在未來隨著金融理財(cái)品種的日益豐富，集合資產(chǎn)管理計(jì)劃也會(huì)成為眾多券商及銀行的一個(gè)利益增長點(diǎn)。而服務(wù)營銷是市場(chǎng)營銷的新發(fā)展方向，是從市場(chǎng)營銷逐漸發(fā)展而來的。券商作為四大金融行業(yè)之一的載體，在現(xiàn)在的金融環(huán)境下，僅僅是向客戶提供簡單的跑道服務(wù)已經(jīng)是遠(yuǎn)遠(yuǎn)不夠的了，而為客戶提供更高端的優(yōu)質(zhì)服務(wù)才是未來的發(fā)展趨勢(shì)。因此，在服務(wù)營銷理念重要性突顯的階段，有效的引入服務(wù)營銷理念在證券行業(yè)已十分重要。 本論文在服務(wù)營銷理論的基礎(chǔ)上，指出應(yīng)用此理論在集合資產(chǎn)管理計(jì)劃的必要性。以“心連心集合資產(chǎn)管理計(jì)劃”為例，將服務(wù)營銷理念應(yīng)用到集合資產(chǎn)管理計(jì)劃中，以豐富營銷方法，，使證券公司獲得更大的經(jīng)濟(jì)效益，同時(shí)滿足顧客的保值增值要求�！靶倪B心集合資產(chǎn)管理計(jì)劃”以“抵御通脹，分享成長；專業(yè)管理，控制風(fēng)險(xiǎn)；配置靈活，范圍廣泛；管理人參與，風(fēng)險(xiǎn)共擔(dān)”為產(chǎn)品特點(diǎn)。通過戰(zhàn)略資產(chǎn)配置和戰(zhàn)術(shù)資產(chǎn)配置確定投資組合中股票、新股申購、股票型基金等權(quán)益類資產(chǎn)以及債券、可轉(zhuǎn)債等固定收益類資產(chǎn)的比例來實(shí)現(xiàn)客戶資產(chǎn)的保值增值。同時(shí)通過對(duì)國內(nèi)外服務(wù)營銷觀念的了解，采用SWOT分析方法，同時(shí)從品牌、服務(wù)分銷渠道、促銷、服務(wù)人員、有形展示、服務(wù)過程等幾方面制定出D證券公司未來營銷組合策略，集中各種有效力量，指導(dǎo)當(dāng)前的具體實(shí)踐工作，增強(qiáng)D證券公司未來的市場(chǎng)競爭力。而且，為保證本計(jì)劃的營銷策略得以完全實(shí)施，在制度保障、安全保障、人員保障、組織機(jī)制保障、服務(wù)過程保障、技術(shù)保障等六方面配合“心連心集合資產(chǎn)管理計(jì)劃”。 我們除了要認(rèn)清國外服務(wù)營銷理念之外，還要應(yīng)該找到更適合我國經(jīng)濟(jì)發(fā)展與之相匹配的具有中國特色的服務(wù)營銷理念。結(jié)合本文的分析和研究，我們提出了一些更適合D券商對(duì)“心連心集合資產(chǎn)管理計(jì)劃”的營銷策略和建議，希望能對(duì)D券商在“心連心集合資產(chǎn)管理計(jì)劃”的發(fā)展上能夠更上一層樓，提供更科學(xué)的決策參考。
[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.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.51

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