【作者】 李锐；

【导师】 柴国荣；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2019， 硕士

【摘要】 随着近年来中国经济及金融的迅速发展,信托行业逐步成长为金融业仅次于银行的第二大子行业。中国财富市场的迅速扩大,使得信托公司财富营销能力在信托公司发展中的作用进一步凸显。由于公司历史等原因,光大信托公司财富营销体系已难以满足公司信托业务迅速发展的资金募集需求,逐渐成为其发展的枳捁,严重影响光大信托公司实力的增强和品牌的塑造。基于以上研究背景,本文首先阐述了企业流程再造理论、传统营销理论和现代营销理论的主要内容,介绍了中国信托业的发展和信托财富营销在我国的现状,结合上述理论对光大信托公司财富营销体系进行了梳理和分析,总结提出了光大信托公司财富营销体系存在的市场细分深度不够、营销渠道单一、直销能力薄弱、营销人员主动性不足、客户管理混乱、品牌塑造不足六大问题,利用SWOT分析法对光大信托公司财富营销体系进行了分析,从内部优势、内部劣势和外部机会、外部威胁四个维度找出解决问题的方向和方法。其次,重点介绍利用上述分析结果而对光大信托公司财富营销体系重构的方案设计,提出财富营销体系重构必须足以支撑信托业务的高速发展需求,必须具备较强的核心竞争力,必须与公司发展战略一致的总体思路。从财富营销组织、渠道、激励机制及客户管理四个方面对财富营销体系进行重构。最后,针对光大信托公司财富营销体系重构方案,需从战略层面高度重视,人员方面重点保障及技术层次大力支持,保障重构方案的实施。本文理论与实践相结合,从内部和外部两个方面分析光大信托公司财富营销体系现状,并结合目前的形势和现代营销理论,提出光大信托公司财富营销体系重构方案及实施保障措施,对其他信托公司构建现代财富营销体系,实现信托公司可持续发展具有重要借鉴意义。更多还原

【Abstract】 With the rapid development of China’s economy and finance in recent years,the trust industry has gradually grown into the second largest sub-industry of the financial industry after the bank.The rapid expansion of China’s wealth market has further highlighted the role of trust companies ’ wealth marketing capabilities in the development of trust companies.Because of the company’s history and other reasons,Everbright Trust Wealth marketing system has been difficult to meet the rapid development of the company’s trust business funds to raise demand,and gradually become its development of the stuck,seriously affecting the strength of Everbright Trust and brand shaping.Based on the above research background,this paper first expounds the main contents of enterprise process reengineering theory,traditional marketing theory and modern Marketing theory,introduces the development of China’s trust industry and the present situation of trust wealth marketing in China,and combs and analyzes the wealth marketing system of Everbright Trust Company in combination with the above theory.This paper summarizes the problems existing in the wealth marketing system of Everbright Trust Company,such as insufficient depth of market segmentation,single marketing channel,weak direct selling ability,insufficient initiative of marketing personnel,confusion of customer management,less than six brand shaping,and analyzes the wealth marketing system of Everbright Trust Company by using SWOT analysis method,from internal advantages and Internal disadvantages and external opportunities,external threats four dimensions find the direction and method to solve the problem.Secondly,it focuses on the design of the reconstruction of the wealth marketing system of Everbright Trust Company by using the above analysis results,and puts forward that the reconstruction of the wealth marketing system must be sufficient to support the high-speed development demand of the trust business,and must have a strong core competitiveness,which must be consistent with the overall thinking of the company’s development strategy.The wealth marketing system is reconstructed from four aspects of wealth marketing organization,channel,incentive mechanism and customer management.Finally,in view of Everbright Trust’s Wealth Marketing System reconstruction program,we need to attach great importance to the strategic level,personnel focus on the protection and technical level of strong support,to ensure the implementation of the reconstruction program.Combining theory and practice,this paper analyzes the present situation of the wealth marketing system of Everbright Trust Company from two aspects,and puts forward the reconstruction scheme of the wealth marketing system of Everbright Trust Company and the implementation of the safeguard measures,and constructs the modern wealth marketing system for other trust companies,in combination with the current situation and modern marketing theory.To realize the sustainable development of trust companies has important reference significance.更多还原