Ping An Family Trust Marketing Strategy Study

As the Chinese economy continues to grow over the past few decades,the number of wealthy people in China is also rising.Whether it is from the age structure of high-net-worth people or the actual needs of the rich,the“window period”of wealth inheritance has arrived.As a member of the trust system,the FAMILY TRUST is mainly designed to meet the long-term prosperity of the high-net-worth people's long-term prosperity of family wealth.Faced with the of wealth in the wealth market,there is a huge space for future development,and there is a high probability of a spurt-like incremental outbreak.As the earliest company in the industry to start the FAMILY TRUST business,PING AN TRUST has rich experience.However,in recent years,PING AN TRUST failed to hold the leader's market position in the FAMILY TRUST market,falling from the throne of the first place to the third place,being quickly chased by competitors and overtaking the gap.In the face of the market with such potential development,the competition in the industry is fierce.The precarious market position is a severe test for PING AN.The enterprise's MARKETING STRATEGY are directly related to the market competitiveness of the enterprise,which in turn affects the market share and status of the enterprise.It is the golden key to solve the development of the enterprise.However,PING AN TRUST currently does not have a clear market positioning and MARKETING STRATEGY in the family trust business market.How to develop appropriate corporate strategy and MARKETING STRATEGY according to their own characteristics,continue to grow and develop in the field of increasingly fierce competition,is a shortcoming that PING AN needs to solve.The paper adopts the combination of literature research method and marketing analysis tool.Analysis of the macro environment of the FAMILY TRUST market.Market segmentation of domestic FAMILY TRUST based on STP theory,Defining the target market and positioning of the PING AN FAMILY TRUST.Combining SWOT analysis with BOSTON MATRIX and 4PS principle.According to the analysis,it provides reasonable advice on the MARKETING STRATEGY of PING AN FAMILY TRUST products.Through the above content,the paper proposes that PING AN TRUST needs to integrate the Group's comprehensive advantages and establish a broader channel alliance strategy.According to the middle and high-end target market positioning,tilt resource,focus on the advantages and the tangible packaging of products.Using flexible price strategy,enhancing internet marketing promotion,focusing on maintaining public relations,and improving sales staffs ability,hoping to provide a useful MARKETING STRATEGY reference for PING AN FAMILY TRUST.