摘要：随着我国社会经济的飞速发展，人们的收入水平大幅度提高，高净值人群也越来越多,人们的财富数量正在急剧增长。但与此同时,人们又受到人民币贬值、通货膨胀、人口老龄化等受社会经济环境的影响，如何实现手中闲置资产的保值增值，成为中国高净值人群越来越关注的问题。随着人们对理财投资需求的增加，金融行业迎来了前所未有的发展机遇，各类理财机构如雨后春笋般涌现。而第三方理财机构的出现，不仅有拓宽了人们的理财渠道，还有提升了理财行业的服务质量，但处于发展初期的第三方理财也存在许多问题,如诚信缺失、市场秩序混乱、人才缺乏等,这些问题都在一定程度上制约着第三方理财市场的发展。本文以钜派投资公司为例，分析第三方金融公司的商业模式，让读者更透彻的理解第三方理财行业。本文先对第三方财富管理及整合营销、品牌营销相关的概念进行了介绍，并以钜派投资集团为例分析了该第三方金融公司的品牌特色和主要盈利模式,为下文具体分析该公司的营销策略奠定了基础。接着后文具体分析了该公司品牌营销在整合营销中的地位和作用，并指出了面临的问题与挑战。最后为公司的商业模式的良性发展提出了合理性的对策与建议。

关键字:第三方理财机构；盈利模式；品牌营销；整合营销；问题及对策

Summary：With the rapid development of China's social economy, people's income levels have greatly increased, and high-net-worth people have also become more and more. The number of people's wealth is increasing rapidly. At the same time, however, people are affected by the socio-economic environment such as devaluation of the renminbi, inflation, and the aging of the population. How to realize the maintenance and appreciation of idle assets in the hands has become an issue of increasing concern for high net worth inpiduals in China. With the increase in people's demand for financial investment, the financial industry has ushered in unprecedented opportunities for development. Various types of financial institutions have mushroomed. The emergence of third-party financial institutions has not only broadened people's wealth management channels, but also improved the quality of service in the wealth management industry. However, in the early stages of development, third-party financial management also has many problems, such as lack of integrity, chaotic market order, and lack of talent. And so on, these problems have to some extent restricted the development of third-party financial markets. This article takes Qiaopai Investment Co., Ltd. as an example to analyze the business model of third-party financial companies and provide readers with a more thorough understanding of the third-party financial industry. This article first introduces the concepts related to third-party wealth management and integrated marketing and brand marketing, and analyzes the brand characteristics and major profit models of the third-party financial company based on the example of Yupai Investment Group. The marketing strategy laid the foundation. Then the article analyzes the position and function of the company's brand marketing in integrated marketing, and points out the problems and challenges. Finally, it put forward reasonable countermeasures and suggestions for the sound development of the company's business model.

Keywords: Third-party financial institutions; Profit model; Brand marketing; Integrated marketing; Problems and countermeasures

目录

第一章 绪论 5

1.1研究背景 5

1.2研究的目的和意义 5

1.3研究的思路与方法 7