D证券公司J理财产品的市场营销策略研究
摘要
本文通过D证券公司在当前证券市场发展条件下,开展J理财产品的市场营销活动所面临的现实问题,并对存在的实际问题进行揭示和探讨,例如理财产品市场存在诸如高层管理人员监督管理不足、传统的理财观念限制理财产品拓宽市场、理财产品的设计不能满足市场需要、缺乏高素质的理财团队经营运作等严重阻碍理财产品市场健康快速的发展的诸多问题,并且深入分析了造成这些问题的主要原因,从国内的理财产品设计能力欠缺、产品的市场风险控制水平很低、理财产品的研究开发不能满足差异化的客户需求等多个方面求证问题的成因,并且得出在当今社会经济形势下的理财产品市场,理财产品市场能够蓬勃发展,健康高效有序的成长的必要条件,总结必需采取的必要措施,完善理财产品市场营销策略的重要结论,例如从市场开发、品牌营销、风险控制、人才培养、投资者教育等几个方面进行策略改革,完善和推动市场营销活动。这对完善D证券公司的日常营销活动、改进J理财产品的市场营销策略、提高J理财产品的市场竞争力、维护优质客户的长期合作关系有着重要价值,并且对同类理财产品的市场营销活动有一定的借鉴意义。
Thirty years of reform and opening up,Trials and hardships in the way securities markets had. In today's socio-economic situation of the financial products market, with the commission system reform and the securities industry profits end of the era, combined with recent years, the community residents in the rapid growth of personal wealth, stock market for investment capital, increasing , the personal finance market is increasingly becoming the future direction of development of securities markets has become China's financial market economic system, an integral part of it. China's rapid economic development and the rapid accumulation of assets by Chinese residents for the development of financial markets provides a good material base.
At present the development of financial markets has not been easy, with the market growth and customer demand for diversity and complexity of the changes in the economic situation, financial market problems such as inadequate supervision and management of senior management, the traditional concept of limited fiscal wealth management products to broaden the market , the personal finance product design can not meet the market demand, lack of high-quality financial management team, business operations and many other problems have seriously hindered the healthy and rapid financial market development. A variety of reasons for these conditions, The domestic financial product design, lack of capacity, market the low level of risk control, financial product research and development can not meet differentiated customer needs and so on. Money for these limitations healthy and stable development of product marketing, and should take positive measures to improve and perfect.
In summing up the problems and analyzing problems, based on the financial products market according to China's future development trends, to improve financial management product marketing strategy, will help D Securities Company J financial product marketing, through market development, brand marketing , risk control, personnel training, investor education and other aspects of the strategy of reform, improve and promote marketing activities to enhance the operation of securities companies D capabilities, enhance the J financial products in the market more competitive.
Thirty years of reform and opening up,Trials and hardships in the way securities markets had. In today's socio-economic situation of the financial products market, with the commission system reform and the securities industry profits end of the era, combined with recent years, the community residents in the rapid growth of personal wealth, stock market for investment capital, increasing , the personal finance market is increasingly becoming the future direction of development of securities markets has become China's financial market economic system, an integral part of it. China's rapid economic development and the rapid accumulation of assets by Chinese residents for the development of financial markets provides a good material base.
At present the development of financial markets has not been easy, with the market growth and customer demand for diversity and complexity of the changes in the economic situation, financial market problems such as inadequate supervision and management of senior management, the traditional concept of limited fiscal wealth management products to broaden the market , the personal finance product design can not meet the market demand, lack of high-quality financial management team, business operations and many other problems have seriously hindered the healthy and rapid financial market development. A variety of reasons for these conditions, The domestic financial product design, lack of capacity, market the low level of risk control, financial product research and development can not meet differentiated customer needs and so on. Money for these limitations healthy and stable development of product marketing, and should take positive measures to improve and perfect.
In summing up the problems and analyzing problems, based on the financial products market according to China's future development trends, to improve financial management product marketing strategy, will help D Securities Company J financial product marketing, through market development, brand marketing , risk control, personnel training, investor education and other aspects of the strategy of reform, improve and promote marketing activities to enhance the operation of securities companies D capabilities, enhance the J financial products in the market more competitive.
引文
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[11] Robert C. Pnzen.“the Mutual fund business”[J]. The MIT, Press, Second Printing, 1999.
[12] SHOSTACK, GL, (1977),“Breaking Free from Product Marketing”, Journal of Marketing, Vol.41.April, P73-80.
[13] Steven P. Schnarrs, Marketing Strategy: Customer and Competition [M],The Free Press, 1998.
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[15]波士顿咨询公司,《中国理财市场》,2005。
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[18]菲利普?科特勒,《市场营销原理:分析、计划与控制》,1967年。
[19]菲利普?科特勒,《营销管理:分析、计划和控制》,上海人民出版社,1990年。
[20]菲利普?科特勒,《营销管理》,中国人民出版社,2001版。
[21]高兰冰,我国商业银行个人业务营销的品牌策略.山东大学硕士学位论文,2007年3月。
[22]克里斯托弗?H?洛夫洛克,《服务营销》[M],陆雄文,庄莉(译),中国人民大学出版社,2001年。
[23]李洪尧,中国证券业发展与创新研究,吉林大学博士学位论文,2006年3月。
[24]李怀宁,于宁,《服务营销学教程》,东北财经出版社,2002版。
[25]麦卡锡,《基础营销学》,1960年。
[26]梅纳德和贝克曼,《市场营销学原理》,1952年。
[27]孙习祥:证券市场的市场营销策略[J],武汉工业大学学报,2000年第4期:130-133。
[28]汪德晟,大连民生银行个人理财产品创新研究,大连理工大学硕士学位论文,2006年11月。
[29]王宝安:我国证券营销体系分析与改革取向[J],中国税务,2004年第12期:26-27。
[30]亚瑟?梅丹,《金融服务营销学》,中国金融出版社,2000版。
[31]约瑟夫?派恩二世,《体验经济》,机械工业出版社,2008年。
[2] Berry, L. L (1981)“Perspectives on the Retailing of Service”, in the Stampfl. R. W. and Horschman. E.C.(Eds).
[3] Evert Gummesson. Making Relationship Operation [J]. International Journal of Service Industry Management, 1994, (5).
[4] Grove, Stephen J.Raymond P Fisk, and Mary Jo Bitner. Dramatizing the Service Experience: A Managerial Approach. In Advances in Services Marketing, and Management: Research and Practice, 1992.
[5] Hans H. B., Mark G., Mark L., Building Customer Relations over the Internet [J], Industrial Marketing Management, 2002(2): 135-149.
[6] Jon Anton, Thepase,present and future of customer access centers [J], Industry Management,2000,11(2):120-130.
[7] Michael E. Porter., Competitive Advantage [M], The Free Press, N. Y., 1985.
[8] Michael E. Porter., Competitive Strategy: Techniques for Analyzing Industries and Competitors [M], The Free Press, S. Y., 1980.
[9] Prahald, C. K., G. Hamel., The Core Competence of the Corporation [J]. Harvard Business Review, 1990(6): 68-98.
[10] RATHMELL, J. M. (1966),“What is Meant By Service”[J], Journal of Marketing, Vol.30,October,P32-36.
[11] Robert C. Pnzen.“the Mutual fund business”[J]. The MIT, Press, Second Printing, 1999.
[12] SHOSTACK, GL, (1977),“Breaking Free from Product Marketing”, Journal of Marketing, Vol.41.April, P73-80.
[13] Steven P. Schnarrs, Marketing Strategy: Customer and Competition [M],The Free Press, 1998.
[14] (北欧)克里斯蒂?格鲁诺斯著,《服务市场营销管理》[M],吴小云、冯伟雄译,复旦大学出版社,1998年。
[15]波士顿咨询公司,《中国理财市场》,2005。
[16]樊纲,《发展的道理》[M],第55页,2002年。
[17]菲利普?科特勒,《市场学原理》(第二版),中山大学出版社,2001年。
[18]菲利普?科特勒,《市场营销原理:分析、计划与控制》,1967年。
[19]菲利普?科特勒,《营销管理:分析、计划和控制》,上海人民出版社,1990年。
[20]菲利普?科特勒,《营销管理》,中国人民出版社,2001版。
[21]高兰冰,我国商业银行个人业务营销的品牌策略.山东大学硕士学位论文,2007年3月。
[22]克里斯托弗?H?洛夫洛克,《服务营销》[M],陆雄文,庄莉(译),中国人民大学出版社,2001年。
[23]李洪尧,中国证券业发展与创新研究,吉林大学博士学位论文,2006年3月。
[24]李怀宁,于宁,《服务营销学教程》,东北财经出版社,2002版。
[25]麦卡锡,《基础营销学》,1960年。
[26]梅纳德和贝克曼,《市场营销学原理》,1952年。
[27]孙习祥:证券市场的市场营销策略[J],武汉工业大学学报,2000年第4期:130-133。
[28]汪德晟,大连民生银行个人理财产品创新研究,大连理工大学硕士学位论文,2006年11月。
[29]王宝安:我国证券营销体系分析与改革取向[J],中国税务,2004年第12期:26-27。
[30]亚瑟?梅丹,《金融服务营销学》,中国金融出版社,2000版。
[31]约瑟夫?派恩二世,《体验经济》,机械工业出版社,2008年。