Research On Optimization Of Marketing Strategy Of High Net Worth Customers Of CHTWM

With the development of Chinese economy,the crowd of Chinese high-net-worth customer is gradually growing.However,within the increasing uncertainties of the global economic and political environment,as well as the continued downward pressure on the domestic macro economy and the deepening of supply-side reforms,the increasing speed of the scale of Chinese private wealth market and the amount of high-net-worth individuals is slower than before.In the enterprise,new wealthy groups represented by senior management and professionals have emerged and have become the backbone of high-net-worth individuals;after the baptism of the capital market,the investment behavior and mentality of high-net-worth individuals have changed significantly,and their professional capabilities for wealth management institutions.The requirements are higher,and wealth inheritance has entered the stage of popularization and deepening from wait and see.As an asset management company,CHTWM company,how to maintain the company's current achievements and develop in a better direction in the torrent of the times,how to attract high net worth customer groups and do related customer marketing is the main purpose of this study.In chapter 1,I sort out the relevant literature and marketing strategies which are suitable for high net worth individuals,and select research methods.In the second chapter,I use macro-environment analysis and industry analysis to draw the conclusion that companies can take the advantages by the macroeconomic policies to carry out industrial expansion,and analysis to conduct a comprehensive strategic analysis of CHTWM companies,and obtain an advantage-disadvantage strategy combination with opportunity-threat strategy.In the third chapter,this article divides the needs of CHTWM's high-net-worth customers according to the four dimensions of the purpose of asset allocation,life cycle,asset size,and risk appetite,combining the current marketing status of the company and the excellence in the industry.Case studies,which is using marketing mix theory to raise specific marketing issues for CHTWM.The fourth chapter uses marketing combination theory and relational marketing strategy theory to optimize CHTWM company's marketing strategy.The article gives three major points of targeted optimization schemes,starting from the company's products,services and sales processes.In terms of product design,the article gives suggestions such as expanding the product library and laying out multiple product lines,strictly controlling risks,escorting customer assets,and optimizing asset allocation processes based on customer needs.In the optimization design of high-net-worth customer marketing services,it provides an online service platform to achieve real-time customer.Targeted recommendations: tracking,improving customer adhesion and increasing value-added services,increasing marketing channels for online and offline operations.In terms of marketing process design and personnel training,the article gives three specific suggestions for optimizing customer service processes,building a high-quality consultant team,and strengthening tangible display to do relationship marketing.Chapter 5 summarized the foregoing article and gives a comprehensive opinion for CHTWM to achieve better services for the company and to make the company's service more efficiency.