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论文编号：	12913
作者编号：	2320180614
上传时间：	2021/12/13 23:57:10
中文题目：	GD信托标准化产品营销策略研究
英文题目：	Research on marketing strategy of standardized products in trust industry
指导老师：	刘建华
中文关键字：	标准化产品；市场定位；服务营销；7Ps策略
英文关键字：	GD trust；market positioning；service marketing；7PS strategy
中文摘要：	自2001年至今，是中国信托行业快速发展的时期，同时也经历了翻天覆地的变化。直到2012年初，信托已经位列银行之后，保险、证券行业之前成为四大金融支柱当中的第二大金融体系。截止到2021年上半年末，信托行业的资产管理规模为20.64万亿。但随着近两年中国经济发展缓慢，金融行业进入了逆周期，资产质量在下降，与之同时，信用风险在提升的形势下，信托行业从18年底开始，依据银监会的要求，要从原来以非标资产为主的经营状态下向标准类资产项目进行转型。2018年5月8日，银保监会发布《信托公司资金信托管理暂行办法（征求意见稿）》，对信托公司的资金信托业务进行了全面规范，特别是其中对集合资金信托发放贷款及投资非标债权资产的规模，设置了在任意时点不得超过集合资金信托总规模50%的红线，将对信托公司现有业务模式产生较大的冲击。此外，《资金信托办法》也对债券投资信托开展正回购业务进行了放开，将有利于信托公司开展债券的主动管理业务。考虑到未来在《资金信托办法》实施的背景下，非标债权业务在投资规模、期限错配上面临着严格限制，对于信托公司而言，提高在证券市场的参与度，加大拓展投资于债券、股票的标准化资产管理业务的力度是大势所趋。 本文试图依据当前的经济形势及政策指引下，以GD信托为例，对非标产品向标准化产品的转型及营销策略进行研究。作者首先介绍了研究背景、研究内容及研究意义，回顾了中国近十年的信托营销服务的现状及发展，运用SWOT分析法对GD信托服务营销环境进行分析，重点阐述了服务营销7Ps组合理论，并结合GD信托客户群体的市场行为分析结果，得出GD信托在客户服务营销过程当中存在的问题。主要表现在市场定位、差异化产品竞争力、投前投中投后的可视化营销服务管理流程、营销渠道及营销人员及服务展示等几个方面。根据服务营销7Ps组合理论，针对GD信托客户服务营销所面临的问题，提出了相关改进策略和保障措施，着重就以下几个方面展开阐述：通过市场细分制定差异化营销策略；通过事业部编制的管理模式，推进部门员工协调合作，提高客户服务效率；打造专业化服务队伍与综合化管理队伍，提升服务水平；通过环境、品牌和人员的有形展示，提升客户服务体验。本文的研究成果，一方面有助于GD信托在产品向标准化转型之后服务营销领域的实践创新，提升本公司在行业内的核心竞争力；另一方面有助于丰富中国头部信托公司的服务营销策略，提供理论实践模型。
英文摘要：	Since 2001, China's trust industry has undergone tremendous changes. In early 2012, trust has become the second largest financial system among the four financial pillars of banks, trusts, insurance and securities. By the end of 2021, the asset management scale of the trust industry is 20.64 trillion. However, with the slow economic development in recent two years, the financial industry has entered the reverse cycle, and the quality of assets is declining. Meanwhile, under the situation of improving credit risk, trust industry starts from the end of 18. According to the requirements of CBRC, it is necessary to transform from the original non-standard assets based operation to standard asset projects. On May 8th, 2018, the CBRC issued Interim Measures for the management of trust companies' fund trust (Draft for comments) (hereinafter referred to as the "fund trust measures") to comprehensively regulate the fund trust business of trust companies, especially the scale of the issuance of loans and investment of non-standard creditor's rights assets of the collective fund trust, which set the scale of the collective fund trust to not exceed the collective fund trust at any time The red line with a total size of 50% will have a great impact on the existing business model of the trust company. In addition, the fund trust measures also liberalize the bond investment trust to carry out the repurchase business, which will be conducive to the trust companies to carry out the active management of bonds. Considering that in the future, under the background of the implementation of the fund trust measures, non-standard creditor's rights business faces strict restrictions on the investment scale and term mismatch. For trust companies, it is a trend to increase the participation in the securities market and expand the standardized asset management business invested in bonds and stocks. This paper attempts to study the product transformation and marketing strategy based on the current economic situation and policy guidance, taking GD trust as an example. The author first introduces the research background, research content and significance, reviews the present situation and development of trust marketing service in China in recent ten years, analyzes the marketing environment of GD trust service by SWOT analysis, focuses on the theory of 7PS combination of service marketing, and combines the analysis results of marketing behavior of GD trust customer groups, and concludes that GD trust is stored in the process of customer service marketing The problem in. It mainly shows in the following aspects: market positioning, differentiated product competitiveness, visual marketing service management process before and after investment, marketing channels, marketing personnel and service display. According to the theory of 7PS combination of service marketing, this paper puts forward the relevant improvement strategies and safeguard measures for the problems faced by GD trust customer service marketing, and focuses on the following aspects: to formulate differentiated marketing strategies through market segmentation; to promote the coordination and cooperation of department staff through the management mode prepared by the business division, to improve the efficiency of customer service; to build a professional service team Wuhe integrated management team, improve service level, and improve customer service experience through visible display of environment, brand and personnel. The research results of this paper can help GD trust to innovate in the field of service marketing after the transformation, improve the core competitiveness of the company in the industry, on the other hand, it will help enrich the service marketing strategy of China head trust company and provide theoretical and practical model.
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