【作者】 马昕田；

【导师】 刘金全；

【作者基本信息】 吉林大学 ， 工商管理， 2009， 硕士

【摘要】 本文通过D证券公司在当前证券市场发展条件下,开展J理财产品的市场营销活动所面临的现实问题,并对存在的实际问题进行揭示和探讨,例如理财产品市场存在诸如高层管理人员监督管理不足、传统的理财观念限制理财产品拓宽市场、理财产品的设计不能满足市场需要、缺乏高素质的理财团队经营运作等严重阻碍理财产品市场健康快速的发展的诸多问题,并且深入分析了造成这些问题的主要原因,从国内的理财产品设计能力欠缺、产品的市场风险控制水平很低、理财产品的研究开发不能满足差异化的客户需求等多个方面求证问题的成因,并且得出在当今社会经济形势下的理财产品市场,理财产品市场能够蓬勃发展,健康高效有序的成长的必要条件,总结必需采取的必要措施,完善理财产品市场营销策略的重要结论,例如从市场开发、品牌营销、风险控制、人才培养、投资者教育等几个方面进行策略改革,完善和推动市场营销活动。这对完善D证券公司的日常营销活动、改进J理财产品的市场营销策略、提高J理财产品的市场竞争力、维护优质客户的长期合作关系有着重要价值,并且对同类理财产品的市场营销活动有一定的借鉴意义。更多还原

【Abstract】 Thirty years of reform and opening up,Trials and hardships in the way securities markets had. In today’s socio-economic situation of the financial products market, with the commission system reform and the securities industry profits end of the era, combined with recent years, the community residents in the rapid growth of personal wealth, stock market for investment capital, increasing , the personal finance market is increasingly becoming the future direction of development of securities markets has become China’s financial market economic system, an integral part of it. China’s rapid economic development and the rapid accumulation of assets by Chinese residents for the development of financial markets provides a good material base.At present the development of financial markets has not been easy, with the market growth and customer demand for diversity and complexity of the changes in the economic situation, financial market problems such as inadequate supervision and management of senior management, the traditional concept of limited fiscal wealth management products to broaden the market , the personal finance product design can not meet the market demand, lack of high-quality financial management team, business operations and many other problems have seriously hindered the healthy and rapid financial market development. A variety of reasons for these conditions, The domestic financial product design, lack of capacity, market the low level of risk control, financial product research and development can not meet differentiated customer needs and so on. Money for these limitations healthy and stable development of product marketing, and should take positive measures to improve and perfect. In summing up the problems and analyzing problems, based on the financial products market according to China’s future development trends, to improve financial management product marketing strategy, will help D Securities Company J financial product marketing, through market development, brand marketing , risk control, personnel training, investor education and other aspects of the strategy of reform, improve and promote marketing activities to enhance the operation of securities companies D capabilities, enhance the J financial products in the market more competitive.更多还原