大连理工大学专业学位硕士学位论文
摘 要
随着外部金融环境持续变化，证券公司传统经纪业务收入大幅下滑，以佣金收入
为主的证券公司分支机构的经营状况不容乐观，向财富管理转型是证券公司分支机构
改善经营状况的必然选择。Z证券黑龙江公司成立时间短，但区域客户资源丰富、公司
品牌优势明显，有很好的发展潜力，传统经纪业务急需向财富管理转型。财富管理的
营销策略是 Z证券黑龙江公司亟待解决的问题。
论文以 Z 证券黑龙江公司为研究对象，运用案例分析法详细剖析黑龙江公司经营
现状及其财富管理业务现状，总结出 Z 证券黑龙江公司财富管理业务存在的问题，具
体包括客户基础较为薄弱、财富管理产品结构单一、客户投资金融产品回报率低、价
格没有差异化、营销渠道策略深度和广度不够、促销策略缺少针对性、财富管理人才
不足和财富管理业务流程不完善。论文利用 PSET分析法和波特五力模型对 Z证券黑龙
江公司财富管理业务的宏观环境和竞争环境进行分析，梳理了业务开展面临的政策环
境、经济市场环境、技术环境和社会文化环境，总结出 Z 证券黑龙江公司财富管理业
务供给方的议价能力弱、客户的议价能力强、新进入者的威胁大、替代品多和同业竞
争激烈，并分析了企业的资源和能力，包括人力资源、财富管理产品资源、客户导向
的组织架构、投资研究资源、日臻完善的员工培训体系、良好的绩效管理理念和突出
的人才吸引力。运用 STP 理论将财富管理市场细分为普通客户、高净值客户和机构客
户，目标市场选择高净值客户和机构客户，并通过需求汇总和匹配分析构建差异化客
户服务体系。围绕产品策略、价格策略、渠道策略和促销策略制定针对性的营销策略，
其中产品策略包括丰富管理产品线、创新财富管理产品、重视长封闭期类产品销售和
大力推进公募基金投顾业务，价格策略包括差别化定价和完善增值服务，渠道策略策
略包括深化银行以及非银机构渠道、强化线上和线下渠道的融合和丰富成熟客户经理
拓客渠道，促销策略包括丰富促销手段和输出投资理念。为确保营销策略的顺利实施，
构建了相应的组织保障体系，具体包括加强人才队伍建设、建立以客户为中心的组织
架构和完善监督考评体系。
通过制定 Z 证券黑龙江公司财富管理业务营销策略，推动 Z 证券黑龙江公司由传
统经纪业务向财富管理转型，进而改善业务结构，实现分公司可持续发展。论文研究
对其他证券公司实现财富管理业务转型升级也有借鉴意义。
关键词：证券行业；财富管理；营销策略
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Z证券黑龙江公司财富管理业务营销策略研究
Research on the Marketing Strategy of Wealth Management Business of Z
Securities Heilongjiang Branch
Abstract
With the continuous changes in the external financial environment, the traditional
brokerage business income of Securities companies has fallen sharply. The operating conditions
of the branches of Securities companies based on commission income are not optimistic.
Transforming to wealth management is an inevitable choice for the branches of Securities
companies to improve their operating conditions. Z Securities Heilongjiang Branch has been
established in a short time, but it has rich regional customer resources, obvious brand
advantages and great development potential. The traditional brokerage business urgently needs
to transform to wealth management. The marketing strategy of wealth management is an urgent
problem for Z Securities Heilongjiang Branch to solve.
The thesis takes Z Securities Heilongjiang Branch as the research object, uses case analysis
to analyze the current situation of its wealth management business in detail, and summarizes
the problems existing in its wealth management business, including the relatively weak
customer base, the single wealth management product structure, and the return on customer
investment in financial products Low rates, no price differentiation, insufficient depth and
breadth of marketing channel strategies, lack of pertinence in promotional strategies,
insufficient wealth management talents, and imperfect wealth management business processes.
The thesis uses the PSET analysis method and Porter's five forces model to analyze the macro
environment, competitive environment and internal environment of the wealth management
business of Z Securities Heilongjiang Branch, focusing on the development opportunities,
threats and internal advantages and disadvantages faced by the Branch's operations. Use STP
theory to subdivide the wealth management market into ordinary customers, high-net-worth
customers and institutional customers, select high-net-worth customers and institutional
customers in the target market, and build a differentiated customer service system through
demand summary and matching analysis. Develop targeted marketing strategies around
products, prices, channels and promotions. In order to ensure the smooth implementation of
the marketing strategy, a corresponding organizational security system has been constructed,
which specifically includes the establishment of a customer-centric organizational structure and
a perfect supervision and evaluation system.
By formulating the wealth management business marketing strategy of Z Securities
Heilongjiang Branch, promote the transformation of Z Securities Heilongjiang Branch from
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大连理工大学专业学位硕士学位论文
traditional brokerage business to wealth management, so as to improve the business structure
and realize the sustainable development of the branch. The research of this paper also has
reference significance for other Securities companies to realize the transformation and
upgrading of wealth management business.
Key words: Securities industry; Wealth management; Marketing strategy
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