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论文编号：	12767
作者编号：	2320180625
上传时间：	2021/12/8 19:04:30
中文题目：	B信托公司财富管理业务营销策略及实施研究
英文题目：	Research on the marketing strategy and implementation of wealth management business of B trust company
指导老师：	李东进
中文关键字：	B信托公司；财富管理业务；营销策略
英文关键字：	B trust company; wealth management business; marketing strategy
中文摘要：	近些年来,我国经济经历了明显的产业结构变迁和经济结构转型升级,居民的基本人均收入水平和居民财富总量出现大幅度的增长,这些快速增长的居民财富必然直接催生我国居民对于投资理财的强烈需求,也直接给居民财富资产规模扩张带来了健康的发展。但是目前我国财富管理方面与国外仍然存在较大差距,为了有效应对不断收缩的利润率，以及居民对于财富管理需求的持续増长,信托公司在财富业务转型创新的发展脚步需要不断加快。当前我国财富业务市场占有率仍以商业银行为主,但随着其他同类金融机构的快速发展,选择除商业银行外投资方式的客户比例也会有所上升。在资管新规实行的大环境下,强监管、去嵌套、去杠杆的要求下,相较于传统信托业务、通道业务,财富管理业务成为信托公司突破瓶颈的新蓝海。国民经济仍然保持较快发展,国内需求较充足,私人财富积累将继续保持较快增长,财富管理需求会不断上升,整个财富管理市场继续扩大,而且财富管理文化、意识在不断增强,富裕人群越来越接受使用专业机构管理财富。我国财富管理市场依然处于刚刚发展阶段,各金融机构之间并没有绝对的优劣势之分,这给信托公司发展财富管理业务创造很大机会。 本文以B信托公司为例，对信托公司开展财富管理业务相关营销策略及具体实施方法进行一个相应的研究,首先梳理总结出信托公司开展财富管理业务相关营销理论,然后通过内外部环境分析将当前我国信托行业现状以及财富管理业务现状及趋势展示出来,接着以SWOT模型分析B信托公司财富管理业务在竞争中的优劣势并用PEST模型分析在市场环境中面临的机遇与挑战。最后为B信托公司财富管理业务提出一个未来的发展规划,通过STP策略、4P理论提出适合B信托公司财富管理业务的营销策略以及相应的实施保障。希望通过本文的研究为B信托公司财富管理业务的发展提供参考,并通过切实有效的市场营销策略来增强B信托公司的核心竞争力,为信托企业的发展提出可行的建议。
英文摘要：	In recent years, China's economy has experienced obvious industrial structure changes and economic structure transformation and upgrading, the basic per capita income level of residents and the total wealth of residents have increased by a large margin. These rapid growth of residents' wealth will directly give birth to the strong demand of Chinese residents for investment and financing, and also directly bring healthy development to the expansion of residents' wealth asset scale. However, there is still a big gap between China and foreign countries in terms of wealth management. In order to effectively cope with the shrinking profit margin and the growing demand of residents for wealth management, the development pace of trust companies in the transformation and innovation of wealth business needs to be accelerated. At present, the market share of wealth business in China is still dominated by commercial banks, but with the rapid development of other similar financial institutions, the proportion of customers who choose to invest other than commercial banks will also rise. In the context of the implementation of the management regulations and the requirements, de-nesting and de-leverage, compared with the traditional trust business and channel business, wealth management is becoming a new area for trust companies to break through the bottleneck. The national economy will still maintain rapid development.Domestic demand is relatively abundant, private wealth accumulation and wealth management demand will continue growing,the whole wealth management market will continue to expand, and the wealth management culture and awareness are constantly enhanced, and the rich people will increasingly accept the use of professional institutions to manage wealth. China's wealth management market is still in its infancy, and there is no absolute advantage or disadvantage among financial institutions, which creates great opportunities for trust companies to develop wealth management business. Taking trust company B as an example, this paper makes a corresponding research on the marketing strategies and specific implementation methods related to the wealth management business carried out by trust companies. Firstly, it combs and summarizes the marketing theories related to the wealth management business carried out by trust companies, and then shows the current situation and trend of China's trust industry and wealth management business through internal and external environment analysis, Then, SWOT model is used to analyze the advantages and disadvantages of B trust company's wealth management business in the competition, and pest model is used to analyze the opportunities and challenges faced in the market environment. Finally, it puts forward a future development plan for the wealth management business of B trust company, and puts forward the marketing strategy and corresponding implementation guarantee suitable for the wealth management business of B trust company through STP strategy and 4P theory. It is hoped that this research can provide reference for the development of wealth management business of B trust company, enhance the core competitiveness of B trust company through practical and effective marketing strategies, and put forward feasible suggestions for the development of trust enterprises.
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