Translated Abstract
The trust industry has become the second largest financial sector after the bank, and financing-related collective funds trust business is the main contribution point of the trust company＇s profits, but the X trust company often causes products because of the unreasonable pricing of the financing-related collective funds trust products. Poor distribution affects the company＇s operating efficiency and profitability. At present, the related research mainly focuses on the research on the theoretical pricing model of the collective funds trust products, the operational efficiency, the influencing factors of the expected rate of return and the marketing channels of the trust products. However, there are few studies on the pricing of trust products from the perspective of trust practice. Therefore, using the relevant pricing theory, this paper deeply analyzes the problems and causes of the pricing of the financing-related collective funds trust products faced by X Trust Company, and proposes the optimization plan of the pricing strategy of X Company＇s financing-related collective funds trust products to improve the performance of X Trust Company. To improve the competitiveness of X Trust Company has important application value.
Based on the description of the related theories of trust products and pricing, this paper first analyzes the problems and causes of the existing pricing strategy of the financing-related collective funds trust products of X Trust Company. Then, according to the problems that arise, combined with the pricing objectives, the pricing strategy of X Trust＇s financing-related collective funds trust products is optimized and designed. Finally, the application of the optimized pricing strategy was tested by actual pricing cases. The main research contents and conclusions of the thesis are as follows:
(1) Analyze the status quo of the pricing strategy of X trust company＇s financing-related collective funds trust products, and use the empirical analysis method to point out that the pricing body of the existing pricing strategy is not uniform, the competition-oriented pricing method is missing, and the time difference pricing strategy is used incorrectly. And the use of the size difference pricing strategy is misplaced.
(2) According to the status quo and existing problems of pricing strategy, the lack of full-time pricing department, lack of competition awareness, lack of ability to predict price trends and lack of judgment on customer structure through qualitative analysis are the causes of existing problems.
(3) Based on the problem and the cause, combined with the pricing target, on the basis of analyzing the factors affecting the pricing, using the normative analysis method, the three financing-related collective funds trust products of the high-yield products, low-yield products and export products of X Trust Company, are optimized by the pricing strategy respectively. It is concluded that the high-yield products should choose the competition-oriented pricing method and the satisfactory pricing strategy. The low-yield products are suitable for the cost-oriented pricing method and the penetration pricing strategy, while the export products must be used. The demand-oriented reverse pricing method and the rouge pricing strategy, and pointed out that the active scale differential pricing strategy is effective for the pricing of the three products.
(4)Using the case analysis method, the pricing strategies of the above three products were tested by the three actual financing-related collective funds trust products pricing cases of X Trust Company. The test results verify the correctness of the pricing strategy.
Translated Keyword
[Collective fund trust, Expected yield, Pricing strategy]
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