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MBA硕士论文_潍坊中信证券个人理财产品营销策略研究DOC

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更新时间:2018/11/24(发布于山东)

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文本描述
摘要
证券公司作为个人理财产品的经营主体,近两年,充分意识到个人理财产
品业务的重要性,在个人理财产品营销方面不惜人力、物力,投入了大量的资
源,努力占据金融市场竞争的制高点。此时,潍坊中信证券现行的个人理财产
品营销策略依然存在诸多问题,很难在激烈的市场竞争中获得最大化的利益,
优化潍坊中心证券个人理财产品营销策略就成为了当务之急。本文在此背景下,
以潍坊中信证券为例,展开“潍坊中信证券个人理财产品营销策略研究”,希望
为潍坊中信证券个人理财业务的健康发展献计献策

本文在介绍潍坊中信证券概况、个人理财产品类型的基础上,从产品定价
策略以成本加成定价策略为主、产品研发过程以封闭化为主、产品营销策略以
线上为主等方面分析了潍坊中信证券个人理财产品营销策略现状,总结出现行
营销策略存在的问题。进而,对潍坊中信证券个人理财产品营销环境进行了分
析,包括营销的宏观环境(政治环境、经济环境、社会文化环境、法律环境)、
行业环境(行业竞争结构、主要竞争对手及其产品分析、市场需求分析)、内部
环境(营销资源、营销能力)。在此基础上,优化设计了潍坊中信证券个人理财
产品营销策略,包括实行差异化营销策略、加强运用客户体验营销策略、合理
运用线上与线下相结合的营销策略。最后,提出了潍坊中信证券个人理财产品
营销策略实施保障措施,包括建立健全管理制度和激励机制、营销团队构建与
管理、建设和完善营销信息技术支持系统、营销策略的评估与优化

本文研究设计的潍坊中信证券个人理财产品营销策略及其实施保障措施,
为潍坊中信证券个人理财产品营销活动提供了参考方案,对于有效提升潍坊中
信证券公司个人理财产品营销水平和市场占有率具有积极的促进作用

关键词 潍坊中信证券;个人理财产品;营销策略- II -
A Study on Personal Finance Product Marketing
Strategy of Weifang Citic Securities
Abstract
Securities companies as the main business of personal financial products, have
been fully aware of the importance of personal financial products business in the past
two years, In terms of personal finance product marketing at manpower and material
resources, they invested a lot of resources, and tried to occupy the high ground of the
financial market competition. At this point, the existing marketing strategy of
individual wealth management products still has many problems in Weifang Citic
Securities, it is difficult to in the fierce market competition to maximize the interests,
the optimization of Weifang Central Securities personal financial product marketing
strategy has become a top priority. Based on this background, taking Weifang Citic
Securities for example, launched the Weifang Citic Securities, personal finance
product marketing strategy research, the writer hopes to offer advice and
suggestions to Weifang Citic Securities about the healthy development of personal
financial management business.
Based on the introduction of Weifang Citic Securities and the types of personal
financial products, this paper analyzes the product pricing strategy based on cost
pricing strategy, the product development strategy is closed and the product
marketing strategy is analyzed mainly on the basis of online Weifang Citic Securities
personal financial products marketing strategy status, summed up the existing
marketing strategy problems. Then,this paper analyzed the marketing environment
of personal financial products of Citic Securities in Weifang, including the macro
environment of marketing (political environment, economic environment, social and
cultural environment, legal environment), industry environment (industry
competition structure, main competitors and their product analysis, market demand
analysis), internal environment (marketing resources, marketing ability).On this basis,
the author designs and designs the marketing strategy of Weifang Citic Securities
personal finance product, including the implementation of differentiated marketing- III -
strategy, strengthens the use of customer experience marketing strategy, and makes
reasonable use of online and offline marketing strategy. Finally, the author puts
forward the safeguard measures of Weifang Citic Securities&39; personal financial
marketing strategy, including the establishment and improvement of management
system and incentive mechanism, the construction and management of marketing
team, the construction and improvement of marketing information technology
support system and the evaluation and optimization of marketing strategy.
This paper studies the design strategy of Weifang Citic Securities Personal
Financial Products and its implementation measures, which provides a reference
scheme for Weifang Citic Securities&39; personal financial products marketing activities.
It has a positive effect on improving the marketing level and market share of
personal financial products of Weifang Citic Securities Company The role of
promotion.
Keywords Weifang Citic Securities, Personal Finance Products, Marketing
Strategy- IV -
目录
摘要.......I
Abstract...........II
第 1 章 绪论....1
1.1 研究背景......... 1
1.2 研究目的及意义......... 1
1.2.1 研究目的........... 1
1.2.2 研究意义........... 1
1.3 国内外研究现状及评述......... 2
1.3.1 国外研究现状... 2
1.3.2 国内研究现状... 3
1.3.3 国内外研究评述........... 4
1.4 研究内容与方法........ 4
1.4.1 研究内容........... 4
1.4.2 研究方法........... 5
1.4.3 技术路线........... 5
第 2 章 潍坊中信证券个人理财产品营销策略现状及问题7
2.1 潍坊中信证券概况.... 7
2.2 潍坊中信证券个人理财产品类型..... 8
2.2.1 保本类理财产品........... 8
2.2.2 非保本类理财产品....... 8
2.3 潍坊中信证券个人理财产品营销策略现状. 8
2.3.1 产品策略........... 8
2.3.2 产品定价策略... 9
2.3.3 产品自营营销渠道..... 10
2.3.
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