《案例》：NF基金管理公司—竞争战略研究

发布时间：2018-11-18 11:03

【摘要】：中国的公募基金行业从1998年开始发展至今已经走过了18个年头,整个行业的资产管理规模从零增长到了2015年末的8.4万亿。随着行业准入门槛的不断降低,我国的基金公司数量也从一开始的老十家,发展到2015年末的101家,行业竞争变得越来越激烈。NF基金是国内第一家公募基金公司,也是行业曾经的领跑者,但是随着行业的成长,公司的竞争优势在逐渐的弱化,市场排名也在逐渐的下滑。NF基金该如何应对目前的困境,进行有效的调整?该制定出怎样的竞争战略,帮助公司获得竞争优势,是本文研究的主要内容。本文分为两个主要部分:案例正文和案例分析。在案例正文部分,主要就中国基金业发展历程和现状、NF基金发展历程及现状以及行业竞争状况进行了描述。在经历了十多年的发展之后,基金行业的格局正在发生改变,NF基金需要在激烈的竞争中,调整战略规划来维持自己的行业地位和市场份额,提高企业核心竞争力。在案例分析部分,主要从三个方面来进行阐述:首先,分析NF基金所处的宏观环境和行业竞争状况,发现企业存在的外在机遇和威胁。其次,分析NF基金内部所具备资源和能力,找到NF基金的内部优势和劣势。最后,利用SWOT分析工具,找到适合NF基金发展现状的未来发展战略,并提出战略实施措施。通过案例分析得到本文的研究结论:NF基金应该采取集中差异化战略,充分发挥自身固收投资的优势,将目标市场集中于低风险偏好个人客户和广大的机构类客户,打造市场第一的固收投资品牌。公司需要采取的战略行动包括加大对固收类产品的重视,放弃部分无特色的权益类产品;加大对固收专家品牌的宣传;加大机构客户的拓展力度。NF基金应从调整组织架构、建立控制系统并重塑企业精神等方面推进战略的实施。
[Abstract]:It has been 18 years since China's public fund industry began to grow in 1998, with assets under management growing from zero to 8.4 trillion by the end of 2015. With the continuous lowering of industry entry barriers, the number of fund companies in our country has also grown from the first ten to the end of 2015. The competition in the industry has become increasingly fierce. NF is the first public fund company in China. Is also the industry once leader, but with the industry growth, the company's competitive advantage is gradually weakening, the market ranking is also gradually declining. How to deal with the current plight of NF Fund, effective adjustment? What kind of competitive strategy should be worked out to help companies gain competitive advantage is the main content of this paper. This paper is divided into two main parts: case text and case analysis. In the main part of the case, the paper mainly describes the development course and present situation of China's fund industry, the development course and current situation of NF fund and the competition situation of the industry. After more than a decade of development, the pattern of fund industry is changing. NF funds need to adjust their strategic planning in the fierce competition to maintain their industry status and market share, and improve the core competitiveness of enterprises. In the part of case analysis, it mainly expounds from three aspects: firstly, it analyzes the macro environment and industry competition of NF fund, and finds out the external opportunities and threats that exist in enterprises. Secondly, it analyzes the resources and capabilities of NF fund, and finds out the internal advantages and disadvantages of NF fund. Finally, using the SWOT analysis tool, find out the future development strategy suitable for the NF fund development present situation, and put forward the strategy implementation measure. The conclusion of this paper is as follows: NF fund should adopt the strategy of centralization differentiation, give full play to its advantages of fixed income investment, and concentrate its target market on individual customers with low risk preference and institutional customers. Create a market-first fixed-up investment brand. The strategic actions that the company needs to take include paying more attention to the fixed income products, giving up some non-characteristic rights and interests products, increasing the publicity of the fixed collection expert brand; The NF fund should promote the implementation of the strategy from the aspects of adjusting the organizational structure, establishing the control system and reshaping the enterprise spirit.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F271;F832.39

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