申万宏源证券准噶尔营业部资管产品营销策略研究.pdfVIP

摘 要 随着国内经济发展、个人收入不断提高，居民的财产得到了迅速积累，对投资理财的需 求和理财产品的要求也更高。为实现资产的保值增值，居民的理财行为逐渐向更加丰富多样、 更高收益的资产管理转变。与此同时，“资管新规”、“理财新规”先后出台、资管新规的 重大影响、银行理财子公司加速设立、公募基金投顾资格试点放开、允许设立外资控股券商 和资管机构等，这些都开辟了全新的竞争赛道。兼有当前证券市场的佣金率持续下滑，嘉信 理财、富达投资等海外机构宣布“零佣金”，这些都对传统券商经纪模式构成巨大冲击。国 内券商积极布局财富管理业务，中金公司启用“中金财富”，升级财富管理战略等，都在深 刻改变着证券市场的竞争格局。 在新的监管环境和竞争环境中，券商资管产品要获取更多管理费用和销售收入，证券公 司需要研究了解资管产品投资者新的投资理财需求，将合适的产品推荐给合适的客户，调整 以往的营销策略，把握市场机遇，更好地服务客户，赢得员工和顾客的满意、提高顾客忠诚 度、赢得市场份额、赢得收入和利润，实现价值共创。 本文以申万宏源证券克拉玛依准噶尔路营业部为研究对象，采用文献研究法、问卷调查 法等研究方法，研究券商资管理财产品的营销策略。首先阐述研究的背景、意义、方法、内 容以及基础理论等。其次，描述研究对象的营销现状，对资管产品的满意度进行问卷调查， 剖析问题。最后提出对应的营销策略和实施保障建议。通过研究，对提高申万宏源证券准噶 尔路营业部资管产品客户满意度、转变服务营销理念、提升精准营销能力、做好客户关系管 理、提高营销效率和效益，应对大资管、财富管理时代新挑战和竞争，具有一定的实践指导 意义和借鉴意义。 关键字：证券公司；服务营销；需求分析；营销策略 I Abstract With the development of domestic economy and the continuous improvement of personal income, the property of residents has been accumulated rapidly, and the demand for investment and financial management products is also higher. In order to maintain and increase the value of assets, residents financial management behavior has gradually changed to more rich and diverse, higher income asset management. At the same time, The New Regulations on Capital Management and New Financial Regulations have been issued. The significant impact of the new regulations, the acceleration of the establishment of banking subsidiaries, the opening of public funds to invest in the qualification pilot, allowing the establishment of foreign-controlled brokerages and capital management institutions have opened a new competition circuit. The continued decline in commission rates in the current stock market and the announcement of zero commissions by overseas institutions such