Research On The Future Marketing Strategies Of HM Wealth Management Ltd.

In the 21st century,under the background of global economy integration and wide application of high-tech,a steady increase and rapid advances appeared both on the world economy and society.Meanwhile,as the reform and opening-up keep deepening and huge domestic demand,China’s economy has been carried to the second place all over the world.Similarly,accompanied by the economy’s take off,investable assets and the number of high-net-worth individuals in China is increasing rapidly.As shown in 2021 China Private Wealth Report by China Merchants Bank,the size of investable personal assets reached 24.1 billion Yuan in 2020 with a 13%average annual growth from 2018 to 2020.Moreover,there are 2.62 million individuals,whose personal assets above 10 million Yuan,with a 15%average annual growth from 2018 to 2020.As a result of the high-net-worth individuals’increasing,the market potential of wealth management industry is gradually emerging.In addition,the high-net-worth individuals’ investment philosophy has been changed from each single product like deposit,treasury bills etc.to customize and investment portfolio influenced by globalization.It is obvious that traditional wealth management institutions with a single type of product cannot meet the diversified needs of customers,which leads to the development of independent wealth management agency in China.Taking HM Wealth Management Company as an example,this thesis discusses how independent wealth management agencies implement innovative marketing measures to promote the development of their related businesses in today’s social and economic environment in China.Using the relevant financial knowledge,combined with its own wealth management related practice,in analyzing the opportunities and challenges in the development process of HM,as well as the company’s internal advantages and disadvantages,with the help of the 7Ps services marketing mix strategy,put forward the marketing implementation plans and measures of HM,and then provide reference and help for third-party wealth management companies to deal with risks and challenges from the macro level,the industry level and due to their own.This thesis takes HM Wealth Management Company as the specific research object,and conducts specific and targeted research and discussion on the marketing strategy of HM,and also hopes to provide reference for the implementation of marketing strategies of other companies in the independent wealth management industry.This thesis analyzes the marketing strategy of HM Wealth Management Company according to the following steps.First,it describes the research background and research significance of HM Wealth Management Company’s marketing strategy research,and expounds the research content,research methods and innovations of the thsis.Secondly,the thsis explores the research trend and dynamics of wealth management business at home and abroad through the research on the related literature of independent wealth management business.It specifically introduces the relevant theories of wealth management,Porter’s five forces model,PEST analysis theory,7Ps services marketing mix strategy,SWOT analysis model,and related research on wealth management.Thirdly,using PEST analysis theory and Porter’s five forces model to analyze the current situation of HM Wealth Management Company’s external environment,and use SWOT analysis theory to make a comprehensive summary of the company’s environment and strategy.At the same time,the current situation of HM Wealth Management’s marketing is reviewed.Furthermore,based on the research framework of 7Ps services marketing mix strategy,from the aspects of product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible display strategy and process management strategy,it proposes relevant strategies to optimize the current marketing situation of HM.Finally,it expounds how to ensure the smooth implementation of the above-mentioned marketing strategies from five aspects:incentive system guarantee,human resource guarantee,information technology guarantee,risk management and control guarantee and corporate culture guarantee.