随着中国新经济、新产业的迅速成长，我国高净值客群不断增加，财富管理营销的综合化水平也逐渐提高。《2021中国私人财富报告》表明，我国私人可投资财富的数量逐年上升，2018-2020年均复合增长率将达到13%，这为我国财富管理的高速成长提供了依据。国内开展高净值客群财富管理营销的主体很多，商业银行占据了主要的市场份额；关于券商，其传统盈利模式是收取交易佣金，在此模式下难以实现客户与公司共赢。因此，证券公司纷纷开始由经纪业务向财富管理业务转型。2010年，广发证券挂牌成立首家证券公司财富管理中心，定位于向高净值客户提供贯穿整个生命周期的综合性金融服务，这标志着证券公司业务转型的开始。本文以XX证券某分公司为研究对象，运用4V营销理论研究XX证券某分公司在高净值客群中的财富管理营销策略，以期为财富管理的发展提供理论依据。本文在研读和梳理相关文献的基础上，对国外财富管理业务主要模式、国内财富管理业务发展现状等情况进行分析，从不同的发展经验中得到启示，为XX证券某分公司的高净值客群财富管理营销策略提供学习思路。通过对XX证券某分公司的现状分析，运用PEST分析和SWOT分析，从探究高净值客户需求端与金融机构供给端匹配性的问题出发，总结出XX证券某分公司高净值客群财富管理营销业务中存在的问题，并提出针对性策略。通过研究与分析，希望能为XX证券某分公司在高净值客群的财富管理业务营销中提供理论依据和参考实施方案，提高XX证券某分公司财富管理业务竞争力，促进XX证券某分公司的长期发展，同时也期望对券商行业开展高净值客群财富管理营销提出有价值的建议。
With the rapid growth of new economy and new industries in China,the number of high-net-worth groups in society has increased,and the comprehensive level of wealth management needs to be gradually improved.The 2021 China Private Wealth Report shows that the amount of private investable wealth in China is increasing year by year, and the compound annual growth rate will reach 13% from 2018 to 2020,which provides a basis for the rapid growth of wealth management in China. There are many entities in China that carry out wealth management marketing for high net worth customer groups, with commercial banks occupying the main market share.For securities companies,the traditional profit model is to collect trading commissions,and it is difficult to achieve a win-win situation between customers and companies under this model.Therefore,securities companies have begun to transform from brokerage business to wealth management business.In 2010,GF Securities set up the first wealth management center of securities companies,aiming at providing comprehensive financial services to high-net-worth customers throughout their life cycle,which marked the beginning of business transformation of securities companies.This paper takes a branch company of H Securities as the research object, analyzes the main models of wealth management business abroad and the development status quo of wealth management business in China on the basis of studying and combing relevant literature, draws inspiration from different development experiences, and sorts out the main problems existing in the company by combining the operating conditions. The marketing environment facing a branch of H securities is analyzed by means of tools. First of all, PEST model is used to analyze the macro-environment faced by a branch of H Securities in the wealth management business of high net worth clients from policy, economy, society and technology. Secondly, starting from exploring the matching between the demand side of high net worth customers and the supply side of financial institutions, the present situation of the supply side and the demand side is analyzed in middle-view environment. Finally, through SWOT analysis, the advantages and disadvantages of a branch of H Securities as well as the opportunities and threats it faces are deeply analyzed.Through the above analysis and the application of 4V marketing theory, the wealth management marketing strategy of securities companies in the high net worth customer group is proposed, including creating an efficient customer acquisition system, optimizing the hierarchical and classified management system, creating a full-product customized service system, and building an all-channel service system. At the same time, according to the actual situation to develop safeguards, including customer-centrism, reshaping corporate culture; Staff as the center, cultivate professional team; Taking science and technology as the starting point, comprehensively promoting digital upgrading; On the premise of risk control, escort for business development. Through research and analysis, hoping to provide theoretical basis and reference implementation plan for a branch of H Securities in the wealth management business marketing of high net worth clients. Improving the competitiveness of the wealth management business of a branch of H securities, promoting the long-term development of a branch of H securities, and also hoping to put forward valuable suggestions for the securities industry to carry out wealth management marketing of high net worth clients.
