自2003年12月18日中国证监会令第17号《证券公司证券资产管理业务试行办法》
以来,我国证券公司资产理财产品在行业内大规模地开展。资产理财产品的发行规模由
2005年6只资产理财产品,到2010年9月底的158只,规模扩大26倍。
虽然规模不断扩大,但它的市场知名度远不及同类型的基金公司的理财产品和银行
的理财产品。在产品的市场营销方面、产品的多元化方面、综合化方面、服务渠道等方
面都存在较大的差距。随着证券公司佣金收入的减少,对于资产理财产品的发展变的十
分重要,同时也是应市场的需求产生。为此,如何全面、健康、快速发展该产品并面对
各理财产品的竞争,成为证券公司集合资产管理产品迫切解决的问题。
本文依据市场营销战略的相关理论对HT证券公司资产理财产品进行分析。HT证
券公司从2005年起开展证券资产管理业务,五年间资产理财产品数达到11个,市场占
有率为6.96%,并且市场表现良好,具有一定的代表性。在充分调研的基础上,运用营
销战略的相关理论及HT证券公司资产理财产品的营销策略的研究,对HT证券公司所
面临的外部宏观环境、行业环境、消费需求情况以及内部发展所面临的人力资源情况、
产品开发情况、产品营销情况和产品的技术支撑情况进行分析,借助SWOT分析方法
找出HT证券公司资产理财产品发展所面临的优势、劣势、机遇和挑战。根据HT证券
公司的营销战略目标和营销战略定位结合SWOT矩阵分析的结果,提出HT证券公司应
釆取最优成本供应商的营销战略的观点,并确定了 HT证券公司资产理财产品的市场细
分、目标市场选择和市场定位,并从产品投资、服务、价格、渠道和促销等五个方面制
定了市场营销组合战略;拟定了 HT证券公司资产理财产品营销战略实施要点和实施步
骤,并对营销战略的实施保障从人力资源、业务产品创新、市场营销能力、技术支撑、
强化内部管理和财务管理方面提出了建议。
关键词:HT证券公司;资产理财产品;营销战略
Abstract
Form the beginning of the December 18,2003 establishment of collective asset
management schemes and engagement in collective asset management business in accordance
with the Client Asset Management Business of Securities Companies Trial Procedures
(CSRC Order No. 17),the asset finance products have a great improvement.
While expanding, but still far less than its market visibility and similar financial products:
fund financial products and financial products. With the reduction in commission income
from securities companies, the development of asset financial products for the assets become
very important. There are a large difference in product marketing, product diversification,
product integration and the service channel. Therefore, this is pressing problem.
HT Securities Companies from 2005 began to develop Asset Financial Products, five
years to 11 the number of products,the market share of 6.96%,and have a good market
performance,with a certain representation. This thesis intends to find out the opportunities
and challenges faced by Asset Financial Products, of HT Securities Companies, using
marketing strategic management theory on the basis of sufficient study, through analysis of
macro environment, industry environment of securities industry and competition among
financial products; finding out both the advantages and disadvantages of enterprises through
evaluation of the internal resources of the HT Securities Companies. Next, by centering
around orientation and aims, using the SWOT analysis method. Besides, it has also confirmed
the product, service, price, place and promotion has formulated five marketing strategies; and
institutional points of marketing strategies of Asset Financial Products, and stage steps. While
supplying suggestions management for comprehensive innovation、Human resources、
technical support and marketing abilities etc.
Keywords: HT Securities Companies; Asset Finance Products; marketing strategy
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