Case Study On Internet Marketing Of Wealth Management Business Of G Securities Company

Over the past ten years, with the continuous development of China’s economy, Chineseresidents’ income has been increasing rapidly, with the gross national income increasing from9800.05billion yuan in2000to51628.21billion yuan in2012. The prosperity of China’saffluent class has brought with it the development of wealth management industry. Wealthmanagement means the all-inclusive financial service by professional financial serviceinstitutions for clients, including cash, securities, insurance, trust, and investmentmanagement. China’s commercial banks have been the first to explore in wealth managementindustry. After years of development of the securities companies, the business income of theiragents have been decreasing and their development is facing a bottleneck. The pattern ofprofit needs to transform from a simple passage pattern to a comprehensive wealthmanagement pattern.At the beginning of the development of wealth management business, products, talents,channels, and charge patterns are bound with a lot of problems, with management ofmarketing channels being one of the important link of wealth management business.Nowadays, the rapid development of information technology has also boomed thedevelopment of new channels best represented by internet marketing, which is beingincreasingly recognized by securities companies. This thesis utilizes the methodology of casestudy to analyze the wealth management business of G Securities Company, focusing on itsproblems in internet marketing, and hoping that it would provide help for other securitiescompanies in carrying out wealth management business.Specifically, in the introduction of case, the basic information, business performance, themacro environment and internet marketing of G Company are introduced one by one. In theanalysis of case, the creative positioning model for internet marketing, the4Cs marketingtheory, and the quality of service analysis model for internet platform are used for analysis, topoint out the problems in internet marketing of G Securities Company’s wealth managementbusiness, and to provide suggestions for improvement.