摘要
近年来，我国经济高速发展，证券行业市场化进程加剧，国民财富不断得到积累，金
融产品无论从供给端，还是需求端都出现了大幅的增长。一方面，自从2007年以来，我
国出台了一系列支持证券行业发展的政策，在大的宏观面上给予证券公司一个发展的土壤
和平台，行业竞争已经向市场化转变，，证券公司的营业部数量如雨后春笋般从1831家增
加到了9942家。证券市场愈发激烈的竞争，使得整个行业的平均佣金率呈现断崖式下滑，
证券公司“靠天吃饭”的经纪业务模式已经无法支撑行业的利润率。另一方面，居民财富
管理意识逐渐觉醒，投资风险与投资收益相匹配的正确观念逐步深入人心，人民对“房住
不炒”的意识加强，“资管新规”打破刚性兑付等政策使得财富管理行业随着市场环境而
不断变化，投资者开始主动拥抱大类资产配置。证券公司为融合行业发展趋势，提高自身
的行业竞争力，满足投资者日益丰富的需求，开始重视金融产品销售业务的地位，开启不
断探索财富管理转型之路。S证券公司也顺应行业发展的必然趋势，把业务增长点从以经
纪业务发展为主要抓手转变为以财富管理转型为侧重点，大力发展金融产品业务是战略发
展的主动选择和主要着力点。2020年S证券公司由财富管理事业部牵头，从产品、客户、
人员、服务等方面加速财富管理业务的转型升级，不断优化营销策略，加速提升金融产品
业务收入的步伐。
本文以S 证券公司桂林营业部为研究主体，以该营业部现有金融产品营销策略为主要
研究对象，以传统的文献研究法、现场调研法、案例综合分析法为主要研究方法，力求达
到优化现有金融产品的营销策略的目标。首先简要概述研究的背景与意义，接着对国内外
证券公司金融产品营销策略相关研究结果、实践总结和市场营销策略理论进行了综述，为
全文奠定了理论基础。其次，基于S 证券公司桂林营业部目前的行业地位、基本经营情况、
客户结构、金融产品不同类型的特点等因素，本文对目前营业部进行金融产品销售过程中
所运用的营销策略进行详细的分析，归纳并提出公司当下金融产品营销过程中存在产品结
构不合理、市场定位不够精准、营销渠道过于传统、有效性沟通不足、客户购买流程繁杂、
营销团队建设不足等问题。再通过4P，4Cs以及STP市场营销理论对桂林营业部营销策略
进行理论指导与分析，结合桂林营业部营销策略现状的实践活动进行分析，总结出金融产
品营销策略所存在的问题的成因，用STP理论找出不同客户群体的金融产品精细化偏好，
以4P理论为框架，重新明晰营业部不同客户群体的多元化、差异化需求，以提出适当的
方案对公司当前金融产品的产品策略、定位策略、沟通策略、渠道策略、便利策略、人员
策略进行合理范围内的优化，不断契合客户差异化需求，为客户提供定制化资产配置计划，
提升服务质量和客户满意度，从而提升金融产品销售额，增大桂林营业部的金融产品销售
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收入占比，在激烈的行业竞争中，抵御通道业务收入下滑所导致的利润衰退的趋势，实现
新的业务增长点。
本文希望通过理论与实践的结合，为 S 证券公司桂林营业部金融产品营销策略找寻
常态化、可持续性的发展之路，夯实财富管理转型之路的步伐，同时为证券行业其他营业
部的金融产品营销策略的制定与完善提供借鉴意义。
关键词：证券公司，金融产品，营销策略，客户关系维护
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Abstract
In recent years, China's economy has developed rapidly, the marketization of
the securities industry has intensified, and national wealth has continued to
accumulate. Financial products have seen substantial growth both from the supply
side and the demand side. On the one hand, since 2007, China has issued a series
of policies to support the development of the securities industry, giving
securities companies a soil and platform for development on a large scale, and
industry competition has shifted to marketization. The business department of
securities companies The number has sprung up from 1831 to 9942. The increasingly
fierce competition in the securities market has led to a cliff-like decline in
the average commission rate of the entire industry, and the brokerage business
model of securities companies that rely on the sky has been unable to support the
profitability of the industry. On the other hand, residents’ awareness of wealth
management is gradually awakening, and the correct concept of matching investment
risks with investment returns has gradually gained popularity. The management
industry is constantly changing with the market environment, and investors have
begun to actively embrace the allocation of broad categories of assets. In order
to integrate the development trend of the industry, improve their own industry
competitiveness, and meet the increasingly diverse needs of investors, securities
companies have begun to attach importance to the status of financial product sales
and start to explore the path of wealth management transformation. S Securities
also conformed to the inevitable trend of the development of the industry and
changed its business growth point from focusing on the development of brokerage
business to focusing on the transformation of wealth management. Vigorously
developing financial product business is the active choice and main focus of
strategic development. In 2020, S Securities will be led by the Wealth Management
Division to accelerate the transformation and upgrading of wealth management
business in terms of products, customers, personnel, services, etc., continuously
optimize marketing strategies, and accelerate the pace of increasing financial
product business income.
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