AX证券公司“固收+”产品营销策略优化研究
摘要
近年来伴随国内外市场环境的变迭更替，我国证券市场不断地蓬勃发展，证券公
司成为资本市场的中流砥柱。但在日新月异的市场背景下，证券公司在业务转型上也
面临了前所未有的挑战。2015年中国 A股市场经历了先剧烈上涨后快速下跌的大幅波
动后进入调整期，随着一轮牛市的结束，证券公司大部分经营数据在当年创出新高后
开始下滑。数据看到 2021年底，如股票交易手续费净收入、两融业务息差收入、投资
银行等数据已明显低于 2020年的数据，其中逆势上涨的是基金代销业务。令人无法忽
略的是证券公司在收入持续走低的期间，基金代销业务和基金投顾业务提高了公司和
员工的收入。因此对公募基金营销策略研究就尤为重要，本文选取了公募基金中“固
收+”产品这一类别进行营销策略优化研究。
本论文以营销学基本理论为基础，以 AX证券为对象，先对 AX证券“固收+”产
品营销策略现状进行分析，然后针对 AX证券“固收+”产品营销中存在的问题进行原
因分析，运用 7P理论，分别从产品、价格、渠道、促销、人员、有形展示、服务流程
策略一一展开。从七个方面进行营销策略的优化，产品策略优化上，创新产品，构建
产品组合；价格策略优化上，采用不同费率模式，采用“浮动费率”的管理费收取模
式，对投资者做好激励；渠道策略优化上，强化线下渠道，加强线上渠道；促销策略
优化上，增强传统促销模式，不断创新促销模式；人员策略优化上，加大人才引进力
度，优化营销团队人员配置；有形展示策略优化上，注重企业形象打造，强调员工穿
统一的职业工装；服务流程优化上，全方位加强产品售前和售后服务，提供简单便捷
的购买与退出通道。最后，制定相应保障措施以保障 AX证券“固收+”产品营销策略
能够顺利执行，得以更好地实现营销目标。
在证券公司财富管理业务转型渐入佳境的情况下，本文对 AX证券“固收+”产品
营销策略优化进行了研究，希望本公司及行业内的“固收+”产品营销策略能从中提取
到一些借鉴的思路。
关键词：营销策略；AX证券；“固收+”产品；7P理论
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Abstract
Abstract
In recent years, with the change of domestic and foreign market environment, China's
securities market has been developing vigorously, and securities companies have become the
mainstay of the capital market. However, under the changing market background, securities
companies are also facing unprecedented challenges in business transformation. In 2015,
China's A-share market experienced A sharp rise followed by a rapid decline, and then
entered a period of adjustment. With the end of a bull market, most operating data of
securities companies began to decline after reaching a new high in that year. At the end of
2021, data such as net income from stock trading fees, interest margin income from two
financing businesses, and investment banking have been significantly lower than those of
2020, among which fund commission business has bucked the trend. What cannot be ignored
is that during the period when the income of securities companies continues to decline, fund
commission business and fund investment business haveincreased the income of the
company and employees. Therefore, it is particularly important to study the marketing
strategies of public offering funds. This thesis selects the category of "fixed income +"
products in public offering funds to study the optimization of marketing strategies.
This thesis is based on the basic theory of marketing, AX securities as the object, to AX
stock "solid +" product first, analyzing the present situation and problems of marketing
strategy and then to AX stock "solid +" an analysis of the causes problems in product
marketing, on the basis of the theory of 7 p, respectively from the product, price, channel,
promotion, personnel, tangible demonstration, service process strategy one by one. From the
seven aspects of marketing strategy optimization, product strategy optimization, innovation
products, build product mix; In terms of price strategy optimization, different rate modes are
adopted, and the management fee charging mode of "floating rate" is adopted to encourage
investors. Channel strategy optimization, strengthenoffline channels, strengthen online
channels; On the promotion strategy optimization, enhance the traditional promotion mode,
and constantly innovate the promotion mode; In terms of personnel strategy optimization,
strengthen talent introduction and optimize the allocation of marketing team personnel;
Tangible display strategy optimization, pay attention to corporate image building, emphasize
the staff wear uniform professional tooling; In terms of service process optimization, we will
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AX证券公司“固收+”产品营销策略优化研究
comprehensively strengthen pre-sale and after-sales service of products and provide simple
and convenient channels forpurchase and withdrawal. Finally, developcorresponding
safeguard measures to ensure the smooth implementation of AX securities "fixed income +"
product marketing strategy, to better achieve marketing goals.
Under the condition that the wealth management business transformation of securities
companies is getting better, this thesis studies the optimization of AX securities "fixed income
+" product marketing strategy, hoping that the company and the industry can draw some ideas
for reference from the "fixed income +" product marketing strategy.
Key Words: Marketing strategy; AX securities; "Fixed income +" products; Theory of 7
p
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