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论文编号：	12816
作者编号：	2320180375
上传时间：	2021/12/9 14:01:19
中文题目：	M财富天津分公司营销策略及实施研究
英文题目：	Research on Marketing Strategy and Implementation of M Wealth Tianjin Branch
指导老师：	张永强
中文关键字：	M财富天津分公司；财富管理；营销策略；服务营销
英文关键字：	M Wealth Tianjin Branch; Wealth Management; Marketing Strategy; Service Marketing
中文摘要：	近几年来随着我国产业结构的调整，资本市场也逐渐发展壮大。另一方面，随着居民财富近二十多年来的快速增长，我国的财富管理行业也经历了从诞生到快速发展壮大的黄金发展期。相关研究报告显示，在未来的十年，中国的财富管理行业仍将有望保持年均10%以上的行业管理规模增长速度。所以在这样一个未来发展前景广阔的“黄金赛道”中，作为财富管理机构如何做好财富管理业务，使自身不但能够享受到行业高增长的“增量福利”，还可以争取到行业内部竞争的“存量竞争优势”，确实是值得各家财富管理机构认真考虑和研究的问题。 本文站在微观的视角，以M财富天津分公司作为研究对象，并以M财富天津分公司的财富管理业务营销策略改进为研究的目标。同过文献分析的方法、实证分析法以及定性与定量相结合的分析方法，对M财富天津分公司营销工作方面存在的问题进行了较为深入地分析，找到了如：产品销售结构不合理、新客户增长缓慢、平均单客户体量有待提高，以及存量客户流失问题严重等营销问题，并进行了相应的问题原因分析。接下来本文针对上述提出的问题逐一找到解决方案，并提出了相应的保障措施。 M财富投资管理有限公司作为中国高净值客户财富管理行业的代表，也经历了信托行业爆发式增长的时代红利。但面临2018年出台的“资管新规”的影响，也在不断探索一条适合新时代资本市场中高净值财富管理公司的发展之路。本文通过对于M财富天津分公司营销管理策略的研究，力图从分公司营销的角度找到一条适合新时代高净值客户财富管理市场的业务发展模式。并结合MBA课程中所学，对于分公司的营销工作提出了可行的改进方案。希望对于日后M财富天津分公司的营销业务开展起到积极的推动作用，并期待同时对于高净值客户财富管理行业的营销业务发展，具备一定的借鉴意义。
英文摘要：	In recent years, with the adjustment of China's industrial structure, the capital market has gradually developed and expanded. On the other hand, with the rapid growth of residents' wealth in recent 20 years, China's wealth management industry has also experienced a golden development period from birth to rapid development. And relevant research reports show that in the next decade, China's wealth management industry is still expected to maintain an average annual growth rate of more than 10% of industry management scale. Therefore, in such a "golden track" with broad prospects for future development, how to do a good job in wealth management business, not only can enjoy the incremental benefits of industry growth, but also can strive for the stock advantage of internal competition in the industry, which is indeed a problem worthy of serious consideration and research by various wealth management institutions. From the micro perspective, this paper takes m fortune Tianjin Branch as the research object, and takes the improvement of wealth management business marketing strategy of M fortune Tianjin Branch as the research goal. With the methods of literature analysis, empirical analysis and the combination of qualitative and quantitative analysis, this paper makes a more in-depth analysis on the problems existing in the marketing work of M fortune Tianjin Branch, and finds out some problems, such as unreasonable product sales structure, slow growth of new customers, need to improve the average number of single customers and serious loss of existing customers, The causes of the corresponding problems are analyzed. Next, this paper finds solutions to the above problems one by one, and puts forward the corresponding safeguard measures. As a representative of China's high net worth customer wealth management industry, m Wealth Investment Management Co., Ltd. has also experienced the era of explosive growth in the trust industry. However, facing the impact of the "new asset management regulations" issued in 2018, we are also constantly exploring a development path suitable for high net worth wealth management companies in the capital market in the new era. Through the research on the marketing management strategy of M wealth Tianjin Branch, this paper tries to find a business development model suitable for the wealth management market of high net wealth customers in the new era from the perspective of branch marketing. Combined with what I learned in the MBA course, this paper puts forward a feasible improvement scheme for the marketing work of the branch company. It is hoped that it will play a positive role in promoting the marketing business of M wealth Tianjin Branch in the future, and it is expected to have a certain reference significance for the marketing business development of high net worth customer wealth management industry.
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