MBA教育中心知识库

摘  要

当前，随着居民可支配收入增加和个人财富积累，居民的理财意识不断增强，对各类金融产品的需求也随之增加，财富管理市场正在蓬勃发展，随着“大财富、大资管”时代来临，金融机构普遍将“资产管理业务”发展确定为重要战略。由于我国资产管理业务起步较晚，业务发展虽能借鉴国外经验，但也存在着个人投资者专业性不高、资产管理人投资行为不规范、业务信息不对称等问题，在此背景下，资产托管业务在受托资产保管、资金清算、资产估值、投资监督、信息披露等多方面发挥着重要的作为，成为资产管理业务链条上不可或缺的一环。资产托管业务可以有力地监督资金流向，规范托管产品市场投资行为，增强投资者与管理人信任，促使市场良性发展。同时，商业银行依靠传统的存贷利率差赚取的收益正日益被摊薄，开始寻求由利差收入向中间业务收入转型，资产托管服务作为一项综合效益较高的中间业务，成为商业银行业务转型重点发展的业务。各家商业银行积极开拓资产托管业务疆土，使资产托管市场在扩大规模的同时，市场竞争日益激烈。开疆扩土中的各家机构的差异性直接决定了其资产托管业务的市场地位和份额。而经济欠发达地区的机构如何通过资产托管业务营销策略制定，做出特色，做出优势，在资产托管业务市场拥有自己的一席之地，是本文深入研究的问题。

本文研究了国内外专家对资产托管业务发展及市场营销策略的观点、看法，同时梳理了本文应用的主要理论、概念，在对CM银行兰州分行及其资产托管业务营销策略现状进行分析阐述后，从宏观环境、微观环境以及SWOT分析法三方面进行分析，对CM银行兰州分行资产托管业务营销策略制定所需要考虑的问题进行了列示分析，从而为后续的营销策略优化提供了依据。在营销策略的制定过程中，结合了营销环境分析结果，通过“4P+4C”市场营销理论组合，制定了“产品—顾客、价格—成本、渠道—便利、促销—沟通”适合CM银行兰州分行自身发展的资产托管服务营销策略。文章的最后，对策略实施过程中的保障性措施进行了分析。

本文对CM银行兰州分行资产托管业务营销策略的现状进行分析，运用“4P+4C”市场营销组合模式制定营销策略及保障措施，为经济欠发达地区商业银行机构在资产托管业务发展中提供了参考。

关键词：资产托管 市场营销 营销组合

Abstract

Following the increase in people's investable income and the prevalence of financial products, the wealth management market has witnessed unprecedented prosperity in these years, marking the advent of a "big asset management" era. Due to its late start, however, despite available foreign experience, China's asset management has its flaws. Along with the marketization of interest rates, disintermediation of finance and growth of online finance, there are an increasing number of deficiencies, highlighting the importance of asset custody. Asset custody services contribute to a benign market environment by effectively monitoring the flow of funds, regulating market investment of custody products, and enhancing trust between investors and managers. For commercial banks, the traditional profit margin between deposit and loan rates is being diluted, prompting them to shift from interest margin income to intermediate business income. As an intermediate business with high comprehensive benefits, asset custody service has received great concern in the business transformation of commercial banks. While expanding the asset custody market, commercial banks' commitment to asset custody has brought intense market competition. In their expansion, the differences among institutions play a decisive role in the market position and share of their asset custody business. In view of this, this paper attempts to explore the development of asset custody marketing strategies of institutions in less developed areas, with a view to building its identity and edge and gaining a foothold in the asset custody market.

This paper starts with a review of the propositions of experts at home and abroad on the development and marketing strategies of asset custody business, followed by an introduction of the main theories and concepts involved. After identifying the status quo of CM Bank Lanzhou Branch and its asset custody business marketing strategy, it discusses three aspects, namely macro-environment, microenvironment and SWOT analysis. The considerations in the development of CM Bank Lanzhou Branch's asset custody business marketing strategy are then discussed, thus facilitating the subsequent optimization of its marketing strategy development. Based on the results of the marketing environment analysis, the "4P+4C" marketing strategy combination is adopted to develop suitable marketing strategies for CM Bank Lanzhou Branch's asset custody business, namely "product-customer, price-cost, channel-convenience, promotion-communication". The paper concludes with an analysis of safeguards in the implementation of the strategy.

This paper identifies the current situation of CM Bank Lanzhou Branch's asset custody business marketing strategy and introduces the "4P+4C" marketing strategy combination to develop appropriate marketing strategies and safeguards, in the hope of bringing inspiration to the assets custody business of commercial banks in less developed areas.

Keywords：Assets custody business;  Marketing;  Marketing Mix