MBA教育中心知识库

摘  要

  2024年7月，党的二十届三中全会审议通过了《中共中央关于进一步全面深化改革、推进中国式现代化的决定》，提出要健全投资和融资相协调的资本市场，支持长期资金入市，提高上市公司质量，资本市场将迎来新的发展机遇。同时，行业监管政策要求理财产品打破刚性兑付，银行体系留存的大量理财资金将需要新的投资途径，给证券行业财富管理业务带来市场机遇。

  随着互联网金融与证券公司业务的不断融合，证券行业竞争已经打破地域限制，经纪业务交易佣金收费不断下滑，证券公司探索将财富管理业务作为新的收入增长点。目前，证券公司开展的财富管理业务是指向客户销售各类金融产品或提供投资顾问服务资讯，帮助客户优化资产配置，提升投资决策能力，增加证券经营机构的收入来源，目前该业务正处于全行业起步发展阶段。

  本文针对HL证券PL营业部财富管理业务现阶段所采用的营销策略开展调研分析，综合运用问卷调查和员工访谈两种研究方法，总结了财富管理业务现存的主要问题及原因。利用市场营销环境分析理论的研究框架，剖析了业务开展的宏观和微观市场环境，宏观环境分析了人口、经济、自然资源、科学技术、政治法律、社会文化六个方面；微观环境分析了企业自身、供应商、营销中介、顾客、竞争者、社会公众六个因素。通过SWOT 矩阵，归纳了业务发展的优势、劣势、机会和威胁，得出采用扭转策略。运用STP理论，从年龄、资产规模、客户风险等级三个维度进行细分，选择了目标市场并确定了市场定位。对现有的营销策略从完善产品引入、提升定价能力、扩展营销渠道、丰富促销方式、优化人才培养、规范营销过程、增强有形展示七个方面提出优化建议，并从制度与组织管理调整、加强信息系统应用、增强人力资源支撑三个维度提出优化策略实施的保障措施。

  通过本文的研究，在借鉴国内外关于财富管理业务营销研究成果的基础上，对HL证券PL营业部财富管理业务营销策略存在的问题及成因进行深入分析，由此系统地提出改善营业部财富管理业务营销策略的优化举措，从而有效提升HL证券PL营业部财富管理业务的市场竞争力。

关键词：证券营业部 财富管理业务 营销策略

Abstract

In July 2024, the Third Plenary Session of the 20th CPC Central Committee considered and passed the Decision of the CPC Central Committee on Further Comprehensively Deepening Reforms and Promoting Chinese-Style Modernization, which put forward the need to improve the capital market that is coordinated with investment and financing, to support the entry of long term funds into the market, and to improve the quality of listed companies, and the capital market will usher in a new opportunity for development. At the same time, industry regulatory policies require financial products to break the rigidity of payment, the banking system retained a large number of wealth management funds will need new investment avenues, to the securities industry wealth management business brings market opportunities.

With the continuous integration of Internet finance and the business of securities companies, the competition in the securities industry has broken the geographical limitations, and the commission charges for brokerage business transactions have continued to decline, and securities companies have explored the wealth management business as a new income growth point. At present, the wealth management business carried out by securities companies refers to the sale of various types of financial products to customers or provide investment advisory services information to help customers optimize asset allocation, enhance investment decision-making ability, increase the source of income of securities operating institutions, the business is currently in the industry-wide start-up development stage.

This paper carries out research and analysis on the marketing strategies adopted by the wealth management business of PL business department of HL Securities at the present stage, and summarizes the existing major problems and reasons of the wealth management business by comprehensively applying the two research methods of questionnaire survey and employee interviews. Using the research framework of marketing environment analysis theory, we analyzed the macro and micro market environments in which the business is carried out. The macro environment analyzes the six aspects of population, economy, natural resources, science and technology, politics and law, and society and culture; the micro environment analyzes the six factors of the enterprise itself, suppliers, marketing intermediaries, customers, competitors, and the public. Through the SWOT matrix, the strengths, weaknesses, opportunities and threats to business development were summarized to arrive at the adoption of a turnaround strategy. Using the STP theory, the target market was selected and market positioning was determined by segmenting the business along three dimensions: age, asset size, and customer risk level. Optimization suggestions are made for the existing marketing strategy in seven dimensions: improving product introduction, enhancing pricing ability, expanding marketing channels, enriching promotional methods, optimizing talent training, standardizing the marketing process, and enhancing tangible displays, and safeguards for the implementation of the optimization strategy are proposed in the three dimensions of adjusting the system and organizational management, strengthening the application of information systems, and enhancing the support of human resources.

Through the research of this paper, based on the research results on wealth management business marketing at home and abroad, the problems and causes of wealth management business marketing strategy of PL Business Department of HL Securities are analyzed in depth, and the optimization measures to improve the marketing strategy of wealth management business of the Business Department are proposed systematically, so as to enhance the market competitiveness of wealth management business of PL Business Department of HL Securities effectively.

Keywords: Branch of a securities business; Wealth management; The marketing strategy