II 财富管理机构要有健全的风控体系，完善对客户风险偏好和风险承受能力的评 估。注重客户体验，加强定制化服务和差异化资源配置。建立品牌效应，发挥 品牌在市场的溢价能力。同时积极拓展海外市场，建设服务联动平台。 本研究一定程度上填补了相关研究的空白，并且立足于保险+信托业务调研 了受众市场结构，对于有意开展财富管理业务，具有地方特色的理财机构提供 了发展的新思路，对实际工作具有一定的指导意义和作用，也为进一步研究“保 险金信托产品营销策略”奠定了一定的理论基础，这正是本文的理论价值之所 在。 关键词：保险+信托；高净值人群；理财机构；发展策略；层次分析法 Abstract III Abstract With the continuous improvement of people's recognition of the insurance industry, the market acceptance of the insurance industry has been greatly improved, and insurance has become an essential part of daily life. However, compared with the mature insurance market abroad, some first-tier mainstream cities in my country have the ability to follow suit. However, in general, related industries have developed relatively late and are still in their infancy. This article takes GB financial institutions as an example, based on second- and third-tier financial institutions with extensive geographic relationships, and proposes wealth management businesses that rely on insurance and + trust to increase compatibility with high-net-worth users. These two sub-sectors have already cooperated and developed together abroad to achieve a win- win situation, but due to the imperfect development of my country's financial industry, the two sub-sectors were not integrated and developed in the early years. In recent years, the development of my country's financial industry has become more and more perfect, and risks can be prioritized. Coupled with market demand, and related policy support for the integrated development of insurance and trust, the two parallel sub- sectors have a chance to meet. However, there are still few researches on this aspect. In order to fill the gap, this article has launched a research on the marketing strategy of the insurance fund trust products of GB financial institutions. , I hope to provide ideas for the development of related enterprises. This paper starts with the collection and collation of literature and compares and summarizes the research situation of domestic and foreign scholars on insurance trust products. Secondly, it fully explains the concepts of wealth inheritance, insurance and trust, laying a foundation for further analysis. Thirdly, combining theory with practice, based on the basic situation and existing challenges in the development process of insurance and trust fusion, combined with the analysis of the characteristics and needs of hnWIs, the problems existing in the current fusion mode are summarized. A questionnaire was designed based on the interview content, and an independent data acquisition system was adopted according to the pertinence and professionalism of the criteria layer and the factor layer. Then the analytic hierarchy process (AHP) is introduced to rank the importance of the factor dimension. The whole factor layer index weight sorting for professional team risk control > brand market service mode > Abstract IV brand word-of-mouth marketing platform operation process brand concept > the responsibility system of marketing channel management connotation > product brand value, further, combining with the significant analysis, found that for the third party agencies "insurance and trust" business development, professional team, risk control, brand marketing, service mode, brand reputation, marketing platform that six aspects is significant. For different scales, the marketing strategies of third-party insurance trust products are as follows: First of all, strengthen the overall ability of the wealth management expert team in the first place of wealth management business development. From the perspective of internal management, wealth management institutions should have a sound risk control system and improve the evaluation of clients' risk preference and risk tolerance. Enhance service experience, provide differentiated services and customized resource allocation. Build brand effect and exert the premium ability of the brand in the market. At the same time actively expand overseas markets, the construction of service linkage platform. This research fills the gaps in related research to a certain extent, and based on the insurance + trust business, it investigates the audience market structure. It provides new ideas for the development of financial institutions with local characteristics that intend to develop wealth management business, and has a certain degree of practical work. The guiding significance and role of this article also laid a certain theoretical foundation for further research on the "Insurance Trust Product Marketing Strategy", which is the theoretical value of this article. Key words: Insurance + Trust；High net worth groups；Financial institutions； Development strategy; ANALYTIC hierarchy process； 目录 V 目录 第一章 绪论 ..................................................................................................................................... 1 第一节 研究背景 .................................................................................................................... 1 一、保险业发展趋势 ...................................................................................................... 1 二、高净值人群与家族财富传承 .................................................................................. 2 三、保险+信托模式的发展机遇 .................................................................................... 3 第二节 国内外研究现状 ........................................................................................................ 4 一、国外研究现状 .......................................................................................................... 4 二、国内研究现状 .......................................................................................................... 5 第三节 研究内容与方法 ........................................................................................................ 6 一、研究内容 .................................................................................................................. 6 二、研究方法 .................................................................................................................. 6 第四节 研究的意义与技术路线 ............................................................................................ 7 一、研究意义 .................................................................................................................. 7 二、技术路线 .................................................................................................................. 7 第二章 概念界定与分类 ................................................................................................................ 9 第一节 财富传承 .................................................................................................................... 9 一、财富传承的概念 ...................................................................................................... 9 二、财富传承的方式 ...................................................................................................... 9 第二节 保险+信托融合模式 ................................................................................................ 11 一、保险+信托融合模式概念 ....................................................................................... 11 二、保险+信托模式的产品形式 ................................................................................... 11 第三章 保险+信托融合模式与高净值人群需求分析 ................................................................ 15 第一节 保险与信托融合的发展与挑战 .............................................................................. 15 一、保险与信托融合的发展 ......