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论文编号：	7827
作者编号：	2120132785
上传时间：	2015/12/7 14:38:44
中文题目：	集合信托理财产品营销策略研究—以天津信托为例
英文题目：	Research on Marketing Strategies of Collective Trust Financial Products—Taking Tianjin Trust Company as an Example
指导老师：	白长虹
中文关键字：	营销策略；集合信托理财产品；投资者；产品营销；服务营销。
英文关键字：	marketing strategy; collective trust financial products; investors; products marketing strategies; service marketing strategies.
中文摘要：	随着我国信托公司经营规模的逐步提高，业务品种的逐步丰富，受众范围逐步扩大，集合信托理财产品的重要性也愈发重要。集合信托理财产品作为一种独特理财产品，其营销策略的制定，无疑是信托公司营销的一个重点和难点。本篇文章通过分析总结，提出信托公司的集合信托理财产品营销策略需要从服务营销策略以及产品营销策略两条主线入手。以天津信托公司为实例进行分析，提出能够改进信托公司集合信托理财产品营销状况的策略。 本论文共分为五个部分： 第一部分：绪论。本章主要说明本课题的研究背景、研究意义、研究方法和内容、以及相关营销理论回顾。第二部分：信托行业调研。进行信托行业分析，访谈不同信托公司的从业人员及个人投资者。通过分析出集合信托理财产品营销策略需要从服务营销策略以及产品营销策略两条主线入手。第三部分：服务营销策略。通过分析目前信托公司的销售渠道、所受监管等问题，提出相关的服务营销策略。第四部分：产品营销策略。通过发放问卷调查的方式，了解个人投资者的基本特征、风险偏好、投资偏好等信息，进而提出相关的产品营销策略。第五部分：天津信托的营销现状分析及改进。主要介绍天津信托公司的发展状况、营销现状及存在的问题，同时进行SWOT分析。并根据前面的分析结果，提出能够改进天津信托公司集合信托理财产品营销状况的策略。
英文摘要：	With the improvement of the trust company business scale in our country gradually, business varieties gradually rich, scope of audience expanding gradually, the collective trust financial products are becoming more and more important.How to make marketing strategies for such unique products,is undoubtedly an emphasis. In this thesis,we through the analysis and summary,find that if the trust companies want to make marketing strategies of collective trust financial products,they need to be from two main ways which contains the service marketing strategies and product marketing strategies. Finally carries on the analysis on the Tianjin Trust Company for example, put forward the way to improve the marketing strategies of the collective trust financial products in this company. This thesis is divided into five parts: The first part: introduction. This chapter mainly explains the background, significance,methods and contents of the research, and the review of the relevant marketing theories. The second part: the research of trust industry.From the perspective of the current development situation of trust industry, the interviews with the employees from the different trust companies and the interviews with individual investors. We puts forward the idea that if trust companies want to make marketing strategies of the collective trust financial products,they need to be from two main ways which contains the service marketing strategies and product marketing strategies. The third part: the service marketing strategies. We through the analysis of the distribution channels of the trust companies, the problems such as regulations and so on, to put forward the related service marketing strategies. The fourth part: the product marketing strategies. We through the way of questionnaire survey, find out the basic features, risk appetite, investment preference and other information of individual investors, to put forward the related products marketing strategies. The fifth part:make an analysis of marketing strategies of the collective trust financial products of the Tianjin Trust Company. Mainly introduces the development of the company, present situation of the marketing of the collective trust financial products, and the problems existing. And then we carries on the SWOT analysis.And we use the analysis of the front, put forward the ways how to improve the marketing strategies of the collective trust financial products of the company.
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