摘 要
自 2018年始，伴随国内的经济增长减速换挡，在“去杠杆、防风险”强监
管的政策驱动之下，信托业务的规模不断下滑，整体行业发展比较缓慢，行业
竞争加剧，资产端的收益空间逐步压缩，供给侧结构性改革步入深水区，在严
监管、资管新规出台的背景下，信托牌照“优势”逐步弱化，于此同时，信托
资管市场份额被基金、券商、理财子公司此类金融机构分摊，信托行业正在面
临着巨大挑战。于是，在这种背景下，信托公司的营销策略对信托公司的发展
前景十分关键。
本文的研究对象为 XS信托公司，是世界 500强企业雪松控股集团的子公司，
虽然近年来，该公司各项业务呈现了平稳快速增长的态势，但在严峻的市场环
境中，营销方面仍存在一些问题，导致公司的业务发展质量较差。在这种环境
中，XS信托严格遵循 XS控股集团的建设指导方针的前提下，结合本公司自身
实际情况进行了积极的探索和实践，例如选派优秀的人才到各地分公司进行培
训业务、积极寻找当地的银行洽谈合作等。但从当前状况来看，XS信托公司在
市场营销中，仍然有许多不足之处，因此分析 XS信托公司的营销业务在发展中
的外部环境因素和探究如何保持维稳信托业务在营销中稳健的发展是本文的中
心议题。本文主要运用比较分析法、文献分析法、SWOT分析法这三种研究方
法，以 XS信托公司为例，从市场营销策略为出发点，对信托行业在市场营销中
面对的宏观因素及微观因素经行分析，结合公司自身的优势和劣势，提出了 XS
信托公司在目前环境中营销策略提升的方法，也为绝大多数信托公司的市场营
销策略做出参考价值，具有极其重要的现实意义。
关键词：信托业；XS信托公司；营销策略
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Abstract
Since 2018, with domestic economic growth, slow shift, in the "to leverage, risk
prevention" under the policy of the regulations, the scope of the trust business is
declining, the overall industry development is slow, industry competition intensifies,
the assets of the profit space gradually compressed, supply side structural reforms
into deep waters, the strict regulation, information technology under the background
of the new rules, The "advantage" of trust license is gradually weakening. At the same
time, the market share of trust asset management is allocated by such financial
institutions as funds, securities brokers and financial management subsidiaries. The
trust industry is facing great challenges. Therefore, in this context, the marketing
strategy of trust companies is very critical to the development prospects of trust
companies.
The research object of this paper is XS Trust Company, a subsidiary of Cedar
Holding Group, a fortune 500 enterprise. Although various businesses of the company
have shown a steady and rapid growth in recent years, there are still some marketing
problems in the severe market environment, resulting in poor business development
quality of the company. In such an environment, XS Trust strictly followed the
construction guidelines of XS Holding Group and carried out active exploration and
practice in combination with the actual situation of the company, such as sending
outstanding talents to branches for training and actively seeking for cooperation with
local banks. However, from the current situation, XS Trust companies still have many
shortcomings in marketing, so it is the central topic of this paper to analyze the
external environmental factors in the development of XS trust companies' marketing
business and explore how to maintain stable development of trust business in
marketing. In this paper, comparative analysis, literature analysis and SWOT analysis
are mainly used. Taking XS Trust Company as an example, starting from marketing
strategies, the macro and micro factors faced by the trust industry in marketing are
analyzed and combined with the company's own strengths and weaknesses. The
method of improving the marketing strategy of XS trust company in the current
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environment is proposed, which also provides reference value for the marketing
strategy of the vast majority of trust companies, and has extremely important practical
significance.
Key words: trust industry; XS Trust Company; The marketing strategy
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