光大信托公司财富营销体系重构研究(硕士)

论 文 题 目（中文）光大信托公司财富营销体系重构研究(硕士)(论文26000字) 
论 文 题 目（外文）Study on Wealth Marketing System Reconstruction of Everbright Trust Company                        
中文摘要
信息时代的来临，以及“P2P”理财的出现，金融市场的竞争压力越来越大，信托公司受到了巨大的冲击。本文先从国内大环境介绍了光大信托公司目前面临的挑战和机遇。
通过对光大信托目前营销状况的和策略进行分析，结合目前的理论与方法，诊断出目前光大信托存在的问题，顾客选择范围受限，例如，产品的类型的多样性导致，对目标客户没有具体的营销方式，营销团队考核机制不完善等等。
通过对国内理财市场SWOT分析，分析了当前公司面临的优势，劣势以及机会和威胁，说明国内当前环境对理财营销策略的影响。找准市场和定位，制定相关的策略，不断提升自我的核心竞争力。
本文最后产品，渠道，促销，人员和有形展示等规划光大信托公司的策略方案，最后建立高素质团队，建立完善的考核激励制度，创建光大信托公司创新长效机制，关注员工的发展。

关键词：信托理财；营销策略；市场定位

Abstract
With the advent of the information age and the emergence of "P2P" financial management, the competitive pressure of financial markets is increasing, and trust companies are being greatly impacted. This paper first introduces the challenges and opportunities faced by Everbright Trust Company from the domestic environment.
Through the analysis of the current marketing situation and strategy of Everbright Trust, combined with the current theory and methods, the existing problems of Everbright Trust are diagnosed, and the scope of customer selection is limited. For example, the diversity of product types leads to the lack of specific marketing methods for target customers, the imperfect evaluation mechanism of marketing team and so on.
Through SWOT analysis of domestic financial market, this paper analyses the strengths, weaknesses, opportunities and threats faced by current companies, and explains the impact of current domestic environment on financial marketing strategy. Find the right market and position, formulate relevant strategies, and constantly enhance their core competitiveness.
Finally, this paper plans the strategy of Everbright Trust Company, including products, channels, promotions, personnel and physical display. Finally, it establishes a high-quality team, establishes a perfect evaluation and incentive system, creates an innovative long-term mechanism of Everbright Trust Company, and pays attention to the development of employees.

Keywords:Thetrust financing，The marketing strategy，The market localization

目录
中文摘要....................................................................................................................................1
Abstract........................................................................................................................................2
一、 引言..................................................................................................................................4
（一） 研究背景...............................................................................................................4
（二）、研究意义...............................................................................................................10
（三）、研究内容...............................................................................................................10
（四）、研究思路...............................................................................................................11
二、相关研究理论及研究方法 ....................................................................................12
（一）、相关研究理论........................................................................................................12
（二）、研究方法...............................................................................................................14
三、光大信托公司财富营销体系现状分析...........................................................14
（一）、光大信托公司职能型财富营销体系介绍    ..................................................14
（二）、影响个人客户选择信托产品因素分析..........................................................15
（三）、光大信托公司职能型财富营销体系存在的问题.......................................16
（四）、光大信托公司职能型财富营销体系问题的分析.......................................17
四、光大信托公司财富营销体系重构方案设计.................................................21
（一）、财富营销体系重构的总体思路.......................................................................21
（二）、财富营销组织架构重构................................................................................... 22
（三）、财富营销渠道重构..............................................................................................23
（四）、财富营销激励机制重构...................................................................................24
（五）、特色业务团队........................................................................................................25
（六）、营销策略重构........................................................................................................26
五、光大信托公司财富营销体系重构方案的实施...........................................29
六、结束语..................................................................................................................................29
（一）、研究内容与结论..................................................................................................29
（二）、展望........................................................................................................................30
参考文献....................................................................................................................................31