Research On The Marketing Strategy Optimization Of Z Trust Company

In recent years,China's economic development has shifted from quantitative growth to a new stage of quality development.Economic growth has been declining,and the development of the financial industry is also facing adjustment.In order to prevent financial risks,in April 2018,the new regulations on asset management were promulgated,and the strong supervision mode of financial industry was opened.As an important member of the financial asset management industry,trust industry in the strict financial supervision and fierce internal and external competition environment,the scale of assets under management has declined significantly,and the operating performance has declined.How to adapt to the regulatory requirements,adjust the business development mode,and find the marketing strategy suitable for the enterprise itself in the market competition has become an urgent task for most trust companies,especially small and medium-sized trust companies.Z trust company is a typical regional small and medium-sized trust company,which has always adhered to the "steady" development and based on the market,but in the macro-economic and industrial transformation environment,the company's sales performance significantly declined in 2018,team morale was affected,and the enterprise's operation and development face significant pressure.This paper takes Z trust company as the research object,along with the ideas of finding,analyzing and solving problems.First of all,the current situation of the enterprise is sorted out and the problems are found,focusing on the analysis of the shortcomings in the marketing strategy,mainly for the single product,the high concentration of real estate industry projects,the lack of market competitiveness in product pricing level,etc.Then,it analyzes the marketing environment faced by the enterprise.In the aspect of macro environment,it focuses on the four factors of policy,economy,society,and financial science and technology.In the aspect of micro environment,with the help of five force model theory,it analyzes the five forces of competitors,potential competitors,substitutes,suppliers and buyers in the same industry.On this basis,combined with the actual situation of the enterprise,in-depth study of the advantages,disadvantages,threats and opportunities of enterprise marketing,to provide the basis for further development of marketing strategy optimization measures.Finally,through the analysis of customer demand,the paper makes the choice of target market and the orientation of project market,and formulates the marketing strategy scheme which is in line with the development trend of the industry,the competitive environment of the market and the situation of the enterprise itself,and puts forward the corresponding optimization improvement measures in the four aspects of product,price,channel and promotion.At the same time,in order to ensure the smooth implementation of the marketing optimization measures,the paper puts forward internal guarantee schemes such as enhancing the business innovation ability,strengthening the construction of marketing team,establishing a competitive evaluation and incentive mechanism,and increasing the construction of e-sales platform.The research of this paper will help Z trust company to find out the market position,effectively carry out business transformation,and formulate more appropriate marketing strategies,so as to adapt to the market changes and the development of the enterprise itself,and provide a reference for small and medium-sized trust companies to formulate marketing strategies under the background of new asset management regulations.