A Case Study On The Development Of Tiantianli Financial Product Of X Securities Company

In early 2013,the stock market performance was poor while the bond markets' earnings rose,funds in the stock market behaved more and more risks-hedged.The bank financial products and Internet financial products business carried out like a raging fire,had gained the market funds unanimously approved.In contrast,the securities company asset management products were neglected.The capital outflow made the asset management business of securities companies facing multiple shocks of asset management scale decreased and customer resources lossed.The main reason were the securities company traditional financial products' high threshold,single structure and its difficulty to satisfy the principal and income security requirements of the customers.In the first half of 2013,X securities company developed the financial product Tiantianli,which was a customizable,term arbitrary,transferable quoted Internet financial product.It introduces the Internet financial,innovative financial instruments and other thinkings,to transform securities company traditional financial products into simplily and easily operate,strong flexibility and liquid,closing to customer demand,the securities company financial products successfully pulled back to the wider public.This paper selects the "Tiantianli product of X securities company" case as the study object,reproduces its development and design process.Guided by the theory of Internet finance and related theories,Asset and Liability Management Theory,this paper explores five factors that lead tiantianli product success,namely Internet financial sales ideas,Asset Liability Management,risk control measures,customizing any term and.transferable function.At the same time,this study found that the Tiantianli product does not support real-time purchase,scale controlling and other deficiencies,or investment losses and transfer activity and other risks.In addition to specific aim ground optimizing the existing problems and risks,Tiantianli can continue to dig the Long Tail theory,build and applicate user's portrait,increase the application of life scenes and other aspects of innovation breakthrough in the future,to win a more profound great development space.By summarizing the ideas and processes of X securities companies Tiantianli product's development,this paper analyzes performance and reasons of its success.This paper argues that traditional financial enterprises should actively carry out active management and market demand orientated when Internet financial rush,strengthen the reference to the Internet financial ideas,integrate the related resources and innovative financial instruments,provide a whole new and ultra-expected and convenient and simple purchase experience with customers.