發(fā)布時(shí)間：2018-05-27 02:33

  本文選題：濰坊中信證券 + 個(gè)人理財(cái)產(chǎn)品��； 參考：《哈爾濱理工大學(xué)》2017年碩士論文

【摘要】：證券公司作為個(gè)人理財(cái)產(chǎn)品的經(jīng)營(yíng)主體,近兩年,充分意識(shí)到個(gè)人理財(cái)產(chǎn)品業(yè)務(wù)的重要性,在個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)方面不惜人力、物力,投入了大量的資源,努力占據(jù)金融市場(chǎng)競(jìng)爭(zhēng)的制高點(diǎn)。此時(shí),濰坊中信證券現(xiàn)行的個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)策略依然存在諸多問(wèn)題,很難在激烈的市場(chǎng)競(jìng)爭(zhēng)中獲得最大化的利益,優(yōu)化濰坊中心證券個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)策略就成為了當(dāng)務(wù)之急。本文在此背景下,以濰坊中信證券為例,展開(kāi)“濰坊中信證券個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)策略研究”,希望為濰坊中信證券個(gè)人理財(cái)業(yè)務(wù)的健康發(fā)展獻(xiàn)計(jì)獻(xiàn)策。本文在介紹濰坊中信證券概況、個(gè)人理財(cái)產(chǎn)品類型的基礎(chǔ)上,從產(chǎn)品定價(jià)策略以成本加成定價(jià)策略為主、產(chǎn)品研發(fā)過(guò)程以封閉化為主、產(chǎn)品營(yíng)銷(xiāo)策略以線上為主等方面分析了濰坊中信證券個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)策略現(xiàn)狀,總結(jié)出現(xiàn)行營(yíng)銷(xiāo)策略存在的問(wèn)題。進(jìn)而,對(duì)濰坊中信證券個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)環(huán)境進(jìn)行了分析,包括營(yíng)銷(xiāo)的宏觀環(huán)境(政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境、法律環(huán)境)、行業(yè)環(huán)境(行業(yè)競(jìng)爭(zhēng)結(jié)構(gòu)、主要競(jìng)爭(zhēng)對(duì)手及其產(chǎn)品分析、市場(chǎng)需求分析)、內(nèi)部環(huán)境(營(yíng)銷(xiāo)資源、營(yíng)銷(xiāo)能力)。在此基礎(chǔ)上,優(yōu)化設(shè)計(jì)了濰坊中信證券個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)策略,包括實(shí)行差異化營(yíng)銷(xiāo)策略、加強(qiáng)運(yùn)用客戶體驗(yàn)營(yíng)銷(xiāo)策略、合理運(yùn)用線上與線下相結(jié)合的營(yíng)銷(xiāo)策略。最后,提出了濰坊中信證券個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)策略實(shí)施保障措施,包括建立健全管理制度和激勵(lì)機(jī)制、營(yíng)銷(xiāo)團(tuán)隊(duì)構(gòu)建與管理、建設(shè)和完善營(yíng)銷(xiāo)信息技術(shù)支持系統(tǒng)、營(yíng)銷(xiāo)策略的評(píng)估與優(yōu)化。本文研究設(shè)計(jì)的濰坊中信證券個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)策略及其實(shí)施保障措施,為濰坊中信證券個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)活動(dòng)提供了參考方案,對(duì)于有效提升濰坊中信證券公司個(gè)人理財(cái)產(chǎn)品營(yíng)銷(xiāo)水平和市場(chǎng)占有率具有積極的促進(jìn)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.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.39

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