Research On The Improvement Of A Trust Company's Marketing Strategy

China's wealth management industry has been seeing a rapidly development in the past ten years.With the improvement in people's awareness of financial management following the effective accumulation of their wealth,coupled with the great importance attached by The People's Bank of China,China Banking Regulatory Commission,China Securities Regulatory Commission and China Insurance Regulatory Commission to the asset management industry,resulting in a high speed growth of the asset management business of financial institutions.And these institutions have been expanding,the competition has become increasingly fierce,the marketing strategies have become one of the focuses of various financial institutions.How to use marketing strategies to increase the market share of financial companies has become an important research topic.Based on this background,this dissertation selects A Trust Company which ranks in the midstream of 68 trust companies nationwide as the research object.Based on the investigation of how to improve the sales of trust wealth management products,this dissertation researches the improvement strategy of A Trust Company's marketing strategy.The dissertation briefly summarizes the relevant theoretical basis of marketing strategy first,and summarizes the relevant theoretical research results at home and abroad.Then it introduced the basic situation of A Trust Company,including the current business situation,organizational structure,human capital,and marketing status,and then combed out the problems in marketing strategy of A Company,and analysed the reasons.Making use of the SCP analysis model to analyse the industry environment of the trust industry,and the SWOT analysis method was used to analyse the internal marketing environment of A Trust Company,and found out the current advantages,disadvantages,opportunities and threats of Company A.Then,a specific marketing strategy improvement plan for products,prices,channels,and promotions was designed according to the company's situation.Then,a safeguard plan for implementing the improved plan was given from the aspects of strengthening the sales team construction,improving the performance appraisal and incentive system,strengthening the product R&D system,execution power construction and refined management.Finally,a summary was made and questions were put for further study.The research of this article starts from the current status of China's financial institution's asset management business,carries out a comprehensive analysis of the trust product marketing strategy from the perspective of A trust company,with targeted adjustment and optimization of marketing strategies.It is hoped that this study can promote the marketing performance of Company A and contribute to the research of China's trust companies in marketing strategy.