本文選題：集合理財(cái)產(chǎn)品　切入點(diǎn)：營(yíng)銷策略設(shè)計(jì)　出處：《南京大學(xué)》2012年碩士論文

【摘要】：近年來(lái),隨著市場(chǎng)經(jīng)濟(jì)的不斷發(fā)展,我國(guó)證券行業(yè)蓬勃發(fā)展,競(jìng)爭(zhēng)也愈加激烈,證券經(jīng)紀(jì)業(yè)務(wù)增長(zhǎng)逐漸緩慢,傳統(tǒng)的“以自我為中心”的坐商時(shí)代已經(jīng)結(jié)束,市場(chǎng)已經(jīng)轉(zhuǎn)換成買(mǎi)方市場(chǎng)。此時(shí),在經(jīng)紀(jì)業(yè)務(wù)逐漸疲軟的情況下,資產(chǎn)管理業(yè)務(wù)已成為券商非常重要的利潤(rùn)來(lái)源。在當(dāng)前集合理財(cái)產(chǎn)品市場(chǎng)尚未發(fā)展健全的情況下,A券商如何掌握機(jī)遇,發(fā)展獨(dú)具特色的理財(cái)產(chǎn)品業(yè)務(wù)成為一個(gè)需要研究的問(wèn)題。 本文首先詳細(xì)分析了A券商集合理財(cái)產(chǎn)品的現(xiàn)狀,指出現(xiàn)有產(chǎn)品存在的缺陷和不足,說(shuō)明當(dāng)前集合理財(cái)產(chǎn)品的營(yíng)銷策略研究的必要性。然后,利用對(duì)客戶進(jìn)行問(wèn)卷調(diào)查的方法取得了目標(biāo)市場(chǎng)客戶的信息,進(jìn)行了市場(chǎng)細(xì)分,根據(jù)客戶需求的類型和產(chǎn)品的特點(diǎn)完成了集合理財(cái)產(chǎn)品的市場(chǎng)定位。最后,根據(jù)前面的分析和結(jié)論,針對(duì)A券商集合理財(cái)產(chǎn)品的特點(diǎn)進(jìn)行了營(yíng)銷策略設(shè)計(jì),包括了產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略、人員策略、有形展示和過(guò)程管理策略。 本文通過(guò)較為翔實(shí)的數(shù)據(jù)以及分析,根據(jù)公司和產(chǎn)品的情況進(jìn)行了產(chǎn)品營(yíng)銷策略的設(shè)計(jì),結(jié)合A券商推行轉(zhuǎn)型的契機(jī),對(duì)集合理財(cái)產(chǎn)品的營(yíng)銷策略進(jìn)行了深入的研究,為A券商建立集合理財(cái)產(chǎn)品營(yíng)銷體系和深度推廣提供理論支持和現(xiàn)實(shí)指導(dǎo)。
[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(xué)位授予單位】：南京大學(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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