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论文编号：	15506
作者编号：	2320224061
上传时间：	2025/6/13 17:34:33
中文题目：	ZS证券公司个人养老金业务服务营销策略研究
英文题目：	Research on Personal Pension Business Service Marketing Strategies of ZS Securities Company
指导老师：	齐岳教授
中文关键字：	个人养老金业务；7P 营销理论；营销策略；
英文关键字：	Individual Pension Business; 7P Marketing Theory; Marketing Strategy
中文摘要：	随着国务院办公厅《关于推动个人养老金发展的意见》（国办发[2022]7号） 的出台，个人养老金业务作为养老保障体系的重要补充，其发展壮大已是大 势所趋。然而，传统的养老保障运转呈现难以满足社会需求的态势，ZS 证券 公司作为券商行业的领先者，提升该业务对市场竞争力和实现可持续发展具 有重要意义。 本篇论文选取 ZS 证券公司作为研究对象，综合运用文献研究、案例分 析、比较研究和问卷调查等方法，对 ZS 证券个人养老金业务的现行营销策略 进行了深入研究。研究中，借助营销策略的相关理论和工具，运用PEST 分析 法对宏观环境进行了细致的分析和评估。同时，采用波特五力模型对行业内 的竞争态势进行了全面的审视。在研究过程中，通过 SWOT 分析法深入探讨了 ZS 证券在该业务领域的优势、劣势以及面临的机遇和挑战。通过对问卷调研 数据的分析，识别了营销管理中的核心问题，并结合 STP 理论，对市场细 分、 目标市场选择和市场定位这三个关键方面进行了深入讨论。基于实际营 销情况，构建了一个以 7P 营销理论为核心的营销优化策略，并提出了相应 的策略实施保障措施。 该论文提出的策略优化思路不仅适用于 ZS 证券公司的实际操作，同时 也为同行业乃至其他行业的金融机构在个人养老金业务的开展提供了有价值 的优化参考。
英文摘要：	With the issuance of the "Opinions on Promoting the Development of Individual Pension Insurance" (Guo Ban Fa [2022] No. 7) by the General Office of the State Council, individual pension insurance business, as an important supplement to the pension security system, is becoming an inevitable trend in its growth and development. However, the traditional pension security system is showing signs of being unable to meet societal demands. As a leader in the securities industry, ZS Securities Company considers it of significant importance to enhance this business for market competitiveness and to achieve sustainable development. This paper selects ZS Securities Company as the research subject and employs a comprehensive range of methods including literature research, case analysis, comparative study, and questionnaire surveys to conduct an in-depth study of the current marketing strategies for ZS Securities' individual pension insurance business. In the research, relevant theories and tools of marketing strategies were utilized, and the macro environment was analyzed and evaluated in detail using the PEST analysis method. Furthermore, the Porter Five Forces model was applied to conduct a comprehensive examination of the competitive landscape within the industry. During the research process, the SWOT analysis method was used to deeply explore the strengths, weaknesses, opportunities, and challenges faced by ZS Securities in this business area. Through the analysis of questionnaire survey data, core issues in marketing management were identified, and the three key aspects of market segmentation, target market selection, and market positioning were thoroughly discussed in conjunction with the STP theory. Based on the actual marketing situation, a marketing optimization strategy centered around the 7P marketing theory was constructed, and corresponding measures for strategy implementation were proposed. The strategy optimization ideas proposed in this paper are not only applicable to the practical operations of ZS Securities Company but also providevaluable optimization references for financial institutions in the same industry and even other industries in the development of individual pension insurance business.
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