Research On The Improvement Of Marketing Strategy Of Trust Products For High Net Worth Customers Of D Compan

Since 2010,with the economic development,the popularity of wealth management industry in China has become higher and higher,the number and scale of high net worth customers have become larger and larger,and the purpose of investment has gradually changed from maintaining and increasing wealth to asset inheritance.At the same time,the asset management industry has ushered in the era of strong supervision,the combination of industry and finance has become more and more effective,and capital has really supported the entity industry.Taking this opportunity,the scale of the wealth management industry has become larger and larger,the wealth management companies have bloomed,and the market competition has become more and more fierce.With the introduction of new regulations on asset management and the intensification of marketization,how to do a good job in serving the real economy,how to better serve high net worth customers and provide all-round services for high net worth customers.Combined with the above background,this paper selects D company,which ranks in the forefront of the domestic wealth management industry,as the research object,and seeks its effective strategies to improve the sales of trust financial products by analyzing its market scale,customer number,product types and marketing status.This paper discusses the marketing strategy of D company’s high net worth customer trust products,relying on 4P marketing theory,relationship marketing theory,asset allocation theory and STP analysis,summarizes the existing theoretical literature at home and abroad,tries to find out the logical relationship between relevant theories,and summarizes the current situation of trust product marketing of high net worth people at home and abroad.Then it analyzes the basic situation of company D,including business status,human capital,customer situation and organizational structure,comprehensively combs the current situation of company D through data analysis,and summarizes the problems existing in the marketing of high net worth customer trust products of company D.first,the single product marketing is weak,and second,it can not meet the asset management needs of high net worth customers,Third,the marketing channel is narrow and does not open the market.Fourth,the rate of return is not competitive compared with peers.This paper uses the method of questionnaire to analyze the current situation of D company’s high net worth customer marketing and summarize the reasons.First,the marketing ability is relatively weak,but the sales channel is narrow and the cooperation with peers or other high-end industries is insufficient.Third,the trust products are seriously homogeneous and the types are not rich,which can not meet the differentiated needs.Fourth,the yield is lack of competitiveness,and the yield is slightly inferior to that of other trust products in the same industry.Based on the above research,the STP analysis model is used to analyze the market segmentation,target market selection and market positioning of the high net worth population of company D,and improve the trust marketing strategy of company D from four aspects: product,price,channel and promotion.On this basis,put forward the implementation plan for the marketing strategy of high net worth customer trust products of company D,establish a high-quality team,strengthen the incentive to front-line wealth managers,strengthen the relationship management of high net worth customers,strengthen product innovation,improve the assessment and incentive of company D to employees and managers,and strengthen the execution and daily management of branches and remote teams all over the country,Strengthen investor education and trust product promotion for high net worth customers of company D,and finally increase investment in technology and after-sales,so as to provide guarantee for the implementation of marketing strategy of company D.