| With the continuous increase in disposable income of Chinese residents,as well as the continuous improvement of policies such as non speculation in real estate and the construction of the third pillar of elderly care,the future wealth structure of Chinese residents will transform from physical assets to financial assets,and wealth management business has huge market space.At present,there are many participants in the wealth management market,and there is no particularly mature paradigm for Services marketing of wealth management business of various financial institutions.There are widespread problems such as serious product homogenization,single marketing means,and lack of professionals.Among numerous market participants,independent fund sales agencies,due to their inherent independence and neutral stance,are able to objectively consider customer interests and better play their intermediary role.And with strong internet genes,it has great advantages in operating costs and customer access,and is likely to become a rising star in China’s wealth management market in the future.This article focuses on independent fund sales institutions as the research subject,in order to find a more suitable marketing path for the wealth management business of independent fund sales institutions.A financial institution obtained the qualification for independent fund sales in July2015,and since the development of its wealth management business,the asset size of individual clients has exceeded ten billion.Against the backdrop of new asset management regulations and declining interest rates,the competition in the wealth management market is gradually intensifying.The development of A financial institution’s wealth management business has encountered bottlenecks,and the growth rate of customer numbers and customer asset sizes has slowed down.Taking financial institution A as the research object,this paper uses literature research,survey research,case analysis and other research methods to study the status quo,problems and reasons of Services marketing of financial institution A’s wealth management business under the theoretical framework of 7Ps Services marketing.It has been found that financial institution A has problems such as average product quality,low matching of asset allocation plans,weak customer perceived value,insufficient creativity in promotional activities,and poor after-sales service effectiveness due to weak investment research capabilities,inadequate customer profiles,flawed profit models,stricter financial advertising regulation,compliance restrictions on promotional activities,incomplete after-sales processes,and biased customer perception,The existence of these issues has limited the development of A financial institution’s wealth management business.In view of the problems existing in financial institution A,combined with relevant theories and practical experience,this paper proposes that financial institution A can improve investment research and risk control capabilities through Digital transformation,develop intelligent investment advisory systems to improve the scientificity of asset allocation,establish a result oriented service pricing model,expand new media channels to obtain customers in multiple scenarios accurately,provide a variety of value-added services to replace product promotions,and empower wealth advisers in the middle office to improve after-sales services Innovating investment and education products,establishing wealth management brands,and optimizing their service marketing strategies,and providing guarantees from organizational,talent,technical,and compliance aspects,have reference significance for other domestic financial institutions to carry out wealth management service marketing. |
PDF Full Text Request