受行业佣金率不断下行趋势的影响，券商财富管理转型一直是社会各界、专 家学者关心的热点话题。国内券商只有积极调整证券经营方案，才能应对当前这 不可阻挡的佣金收入下滑的趋势。然而，过去几十年，中国金融体系长期以银行 为核心，存款及理财产品占据绝对的份额，财富管理市场是由商业银行主导的。 此外，经纪牌照监管思路、行业监管标准不一禁锢了财富管理买方定位的发展。 本文以GL证券为案例，分析了公司的主营业务和主要金融产品的基本情况、 证券市场现状、GL证券公司在证券行业中的位置，以及公司营销环节存在的问 题，包括CRM系统未能得到有效利用、财富规划师主动营销理念淡雹产品设 计存在缺陷等。通过对GL证券公司各项金融产品分析及市场比对，本文分别分 析了金如意系列固定收益产品精准营销策略、玉如意系列高端理财产品精准营 销、优选公募基金精准营销策略、基金投顾精准营销。最后，本文对GL证券公 司精准营销策略的实施保障进行了研究，主要针对提升品牌影响力、维护CRM 客户画像完整性、制定并执行规范化业务流程、加强合规风险管理等方面进行了 分析。 通过本文的研究，为精准营销在券商金融产品中的研究运用增加了一些补 充，也为其他券商在实际营销工作中提供了一些借鉴，运用本文分析的一些精准 营销策略，希望能够为财富规划师或理财顾问打开一些新思路。 关键词：财富管理转型，精准营销，金融产品 Abstract Affected by the downward trend of the industry commission rate, the transformation of securities companies' wealth management has always been a hot topic of concern to all walks of life, experts and scholars. Domestic securities companies must actively adjust the securities business plan to cope with the current irresistible downward trend of commission income. However, in the past few decades, China's financial system has long been dominated by banks, with deposits and financial products occupying an absolute share, and the wealth management market is dominated by commercial banks. In addition, the different regulatory ideas and industry standards of brokerage license have hindered the development of wealth management buyer positioning. Taking GL securities as a case, this paper analyzes the basic situation of the company's main business and financial products, the current situation of the securities market, the position of GL securities company in the securities industry, and the problems existing in the marketing process of the company, including the failure to effectively use the CRM system, the weak active marketing concept of wealth planners, and the defects in product design. Through the analysis and market comparison of various financial products of GL securities company, this paper analyzes the precision marketing strategy of Jinruyi series of fixed income products, the precision marketing of yuruyi series of high-end financial products, the optimization of precision marketing strategy of public funds, and the precision marketing of fund investment advisers. Finally, this paper studies the implementation guarantee of precision marketing strategy of GL securities company, mainly focusing on improving brand influence, maintaining the integrity of CRM customer portrait, formulating and implementing standardized business process, strengthening compliance risk management and so on. Through the research of this paper, it adds some supplements for the research and application of precision marketing in the financial products of securities companies, and also provides some reference for other securities companies in the actual marketing work. Using some precise marketing strategies analyzed in this paper, we hope to open up some new ideas for wealth planners or financial advisers. Key Words: Wealth management, transformation, precision marketing, financial products I 目 录 第1章绪论................................................................................................1 1.1 研究背景....................................................................................1 1.2 研究意义....................................................................................2 1.2.1 理论意义..........................................................................2 1.2.2 现实意义..........................................................................2 1.3 国内外研究现状.........................................................................3 1.3.1 国外研究现状..................................................................3 1.3.2 国内研究现状..................................................................4 1.3.3 国内外研究述评...............................................................6 1.4 研究方法....................................................................................6 1.5 研究内容....................................................................................7 第2章相关理论基础.................................................................................9 2.1相关概念......................................................................................9 2.1.1 客户关系管理的概念........................................................9 2.1.2 客户画像的概念.............................................................10 2.1.3 精准营销概念................................................................11 2.2 市场营销相关理论...................................................................11 2.2.1 4P营销理论..................................................................11 2.2.2 4Cs营销理论................................................................12 II 2.2.3 STP理论.......................................................................13 第3章 GL证券公司营销现状及问题分析.............................................15 3.1 GL证券公司基本情况..............................................................15 3.1.1 GL证券公司基本概况....................................................15 3.1.2 GL证券公司主营业务分析............................................16 3.1.3 GL证券公司资产管理业务主要金融产品.......................18 3.2 证券市场分析...........................................................................23 3.2.1 证券市场现状分析.........................................................23 3.2.2 GL证券公司在证券行业中的位置..................................24 3.3 GL证券公司金融产品营销问题分析........................................26 3.3.1 金如意系列产品营销问题分析.......................................26 3.3.2 玉如意系列产品营销问题分析.......................................27 3.3.3 优选公募基金营销问题分析...........................................28 3.3.4 基金投顾营销问题分析..................................................28 第4章 GL证券公司金融产品精准营销策略.........................................30 4.1 金如意系列产品精准营销策略..................................................30 4.1.1 产品分析及市场对比......................................................30 4.1.2 金如意系列产品的精准营销策略....................................32 4.2 玉如意系列精准营销策略.........................................................37 4.2.1 产品分析及市场对比......................................................37 4.2.2 玉如意系列的精准营销策略...........................................38 III 4.3 优选公募基金精准营销策略.....................................................41 4.3.1 被动型基金与主动型基金对比分析................................41 4.3.2 被动型基金的精准营销策略...........................................42 4.3.3 主动型基金的精准营销策略...........................................45 4.4 基金投顾精准营销策略............................................................46 4.4.1 产品分析及市场对比......................................................46 4.4.2 基金投顾精准营销策略..................................................47 第5章 GL证券公司精准营销策略的实施保障....................................51 5.1 提升品牌影响力.......................................................................51 5.2 维护CRM客户画像完整性......................................................52 5.3 制定并执行规范化业务流程.....................................................54 5.4 加强合规风控管理...................................................................55 第6章结论与展望....................