Research On Marketing Strategy Of Family Trust Business Of H Trust Company

With the arrival of the new normal of China’s economy,despite the slowdown in economic growth,the number of high net worth individuals continues to increase,and the scale of assets they own is also expanding.In the environment of continuous asset growth,the wealth goal of high net worth individuals has changed from wealth creation to wealth preservation and wealth inheritance.The outbreak of the new crown epidemic in early 2020 has also made more high-net-worth individuals realize the need to prepare for wealth inheritance in advance.At the end of 2018,the regulator proposed to guide trust companies to transform,return to their original business,and give full play to their duties as trustees.In the fiercely competitive wealth management market,family trusts,as a product with multiple functions such as wealth appreciation,property isolation,wealth inheritance,and tax planning,will surely become the focus of strategic transformation of trust companies,and will also be the focus of trust companies to serve high net worth One of the important ways of serving people and families.TBased on the 4C theory,this thesis analyzes the current situation of the family trust business of H company,and finds that its development status lacks market positioning,the customer needs are not clear;the pricing strategy is single,and customer costs are not considered;traditional operation management,lack of customers The concept of convenience;the lack of professional talents and the inability to close the communication loop.Further analyze the macro environment and competitive environment that H Company is currently in.Specifically,the macro environment is studied from four aspects: policy,economy,society and financial technology.The threat of potential entrants,the threat of substitutes,the bargaining power of suppliers and the bargaining power of the demand side are analyzed,so as to provide a basis for further formulating marketing strategies.Finally,segment the H company’s family trust market,determine the market positioning and target customers,and conclude that the H company’s family trust business should meet customer needs,improve the product system;reduce customer costs,formulate flexible pricing mechanisms;facilitate customers and build an omni-channel The conclusion of four aspects of service system and strengthening comprehensive communication with customers.It is expected that this research can help H company to better promote the growth of family trust business in the future,and at the same time provide a reference for the marketing of family trust business of Chinese trust companies.