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论文编号：	9793
作者编号：	2120152833
上传时间：	2017/12/11 14:23:42
中文题目：	JP投资集团在津营销战略研究
英文题目：	JP holdings limited’s marketing strategy in Tianjin
指导老师：	周建
中文关键字：	财富管理；资产配置；市场细分；服务营销
英文关键字：	wealth management asset allocation market segmentation service marketing
中文摘要：	随着中国经济的蓬勃发展，中国的高净值人群数量剧增，面对高净值人群的投资理财需求，传统金融模式的理财已经不能满足此阶层人群的需求。个性化的定制式服务，成为当下高净值客户的需求点。随着国外财富管理行业的成熟，国内的财富管理行业刚刚走过第一个十年，从萌芽到成长期。作为国内领先的财富管理公司，JP投资集团在过往的7年发展中，在中国财富管理市场占据了大规模的市场份额，服务于上万高净值家庭。天津作为国内高速发展的直辖市之一，拥有大量的高净值客户群体，在天津市场范围内，JP天津分公司仍然存在很大的可提升空间，在市场占有率方面，并不是第一。如何通过对市场、标的公司、客户群体的分析，找到JP天津分公司的管理战略，优化营销模式，从而提高JP天津分公司在天津的市场占有率，是本文研究的重点问题。 本片论文主要以财富管理行业中领头企业“JP投资集团”为基点，通过对财富管理行业的分析，得出中国财富管理行业未来发展的可行性，通过国内外财富管理行业及机构的对比，找到国内财富管理行业机构目前存在的优势及不足，指出不足之处应该如何进行调整与优化，通过JP投资集团的分析、天津市场的分析等，研究针对天津市场，JP天津分公司在营销上的战略模式，应在未来采取的战略手段。最后得出如何进行规划实施，分别从人员、市场、服务三方面进行观点论述与证明。最后如何保全，从而使JP天津分公司的业绩有飞跃式增长，在天津市场扩大市场占有率。通过对相关文献的查阅、行业内各公司的内部统计数据，得出上述阐述的数据性或确定性观点及结论。 论文最后得出JP天津分公司业绩增长的方式及实施手段，对未来国内市场及天津市场进行展望，得出天津市场具有良好的发展空间，JP投资集团天津分公司针对天津市场特性，对公司内部管理及营销进行相对应的优化实施，从而增加天津分公司在天津市场的市场占有量，为整体集团助力，为国内财富管理行业助力。
英文摘要：	With the vigorous development of China's economy, China's high net worth population surge, in the face of high net worth of investment and financial needs, the traditional financial model has not been able to meet the needs of this group of people. Personalized custom services, as the current needs of high net worth customers. With the maturity of foreign wealth management industry, the domestic wealth management industry has just gone through the first decade, from the bud to the growth period. As a leading wealth management company, JP Investment Group in the past seven years of development, in China's wealth management market occupies a large-scale market share, serving tens of thousands of net worth family. Tianjin as a domestic high-speed development of one of the municipality, with a large number of high net worth customer groups, in the Tianjin market, JP Tianjin Branch is still a lot of room for improvement in market share, is not the first. How to improve the market share of JP Tianjin Branch in Tianjin is the key problem of this paper by analyzing the marketing strategy and optimizing the marketing model of JP Tianjin Branch by analyzing the market, the target company and the customer group. Based on the analysis of the wealth management industry, the paper draws the feasibility of the future development of China's wealth management industry. Through the comparison of wealth management industry and organization at home and abroad, this paper, based on the "JP Investment Group", which is the leading enterprise in wealth management industry, To find the domestic wealth management industry, the existing strengths and weaknesses, pointing out how shortcomings should be adjusted and optimized, through the huge investment group analysis, analysis of Tianjin market, research for the Tianjin market, the huge branch of Tianjin Branch in marketing On the strategic model, should be taken in the future strategic means. Finally, how to carry out planning and implementation, respectively, from the staff, market, service three aspects of view and proof. How to keep the final, so that the performance of the huge branch of Tianjin Branch leap-style growth in the Tianjin market to expand market share. Through the relevant literature review, the industry's internal statistics of the company, the above-mentioned data or quantitative conclusions and conclusions. The paper concludes that JP Tianjin Branch's growth performance and means of implementation will provide a good development space for the future domestic market and Tianjin market. The Tianjin Investment Group Tianjin Branch has a good understanding of Tianjin market characteristics, Management and marketing to optimize the implementation of the corresponding, thereby increasing the Tianjin branch in Tianjin market market share for the whole group to help the domestic wealth management industry help.
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