| In the past decade,the third-party wealth management industry has gone from scratch in China,and started in 2016,ushering in rapid development.Up to now,there are thousands of third-party wealth management institutions in China.With the continuous improvement of the new asset management regulations since the end of 2017 and the rapid development of Internet financial enterprises,the transformation of the third-party wealth management industry is facing unprecedented pressure and challenges.Under the guidance of the new regulations on asset management,traditional financial institutions,including banks,began to transform to net worth products.Internet finance provided more convenient asset allocation services.Facing the current homogenization of product products and the impact of efficient Internet services,third-party wealth management institutions are facing the pressure of transformation and upgrading.In this context,the study of how wealth management enterprises should upgrade and iterate their brand marketing strategies is of practical significance.This paper takes A wealth management agency as an example to understand the market competitiveness of wealth management business.How to develop effective marketing strategies under the current situation of serious product convergence and convenient and efficient competition of Internet finance is an important content to improve the business and development level of wealth management companies.According combined with the questionnaire survey results,although A Wealth Management Company has strengthened the optimization and improvement of the marketing system in recent years,the overall satisfaction of the marketing work is not high.There are still some problems in the marketing work of A Wealth management company.In this severe competitive environment,its competitive advantage and market share will be eroded by competitors.Combined with the marketing environment and problems,this paper puts forward A wealth management company marketing optimization strategy from multiple perspectives,including using big data technology to realize agile product development,build competitive dynamic pricing system,using online platform to build collaborative channel mode,promote the full implementation of diversified promotion mode,actively create "1 + 1 + N" service team mode,and improve the service quality,risk control,and information technology.Hope to improve the marketing level of A wealth management company,and can provide reference for other institutions. |
