我国公募基金公司的网络营销策略分析

发布时间：2019-01-09 09:03

【摘要】：现代科学的发展,让互联网变得更安全、更快捷、更高速,这标志着互联网时代的到来。互联网时代的经济模式同样得到了更大的改变,在基金行业也是如此。投资者随着经济环境、生活方式、思维模式、行为规范的根本性改变,加上网络的发展,基金公司的经营模式和营销环境也都发生了变化。一方面通过网络,基金公司可以更快速的将基金的宏观信息、产品信息、理财课程等传递给境内外的投资者,另一方面也可以直接通过网络进行基金的认购,另外还可以通过网络进行基金公司和基金产品的推广,吸引更多的投资者关注,获得营销影响,从而带来投资者的认购。和所有行业的网络营销模式一样,在网络营销方式多样化的现在,如何搭建一个比较好的网络营销平台,如何运用多种的营销模式创造出“1+12”的效果是网络营销要思考的关键,也是现代企业市场营销模式的主流。本文先从大的经济环境中对普通企业的网络营销概念、特点、模式、存在的问题和解决方案进行了全面的阐述,充分了解了网络营销的优缺点。在公募基金公司的营销推广方面,其传统销售渠道是基金直销、银行等金融机构代销,但公募基金百分之百都建有自己的网站,如何通过互联网为公司带来基金的销售则是关键,近些年来,公募基金公司在网络推广、网络直销上都取得了不小的成就,但是并不是十全十美的,还存在一些误区。虽然基金公司的网络营销相关的法律法规尚不完善,但是利用网络营销可以取得更好的营销成果,是公司的主要发展方向是必然的,因此,我们需要探讨的是公募基金公司如何实现网络营销。本文同时选用了M基金公司为主要案例,对M公司如何制定网络营销战略,如何运用现有的网络手段如网站、搜索引擎、BBS社区、QQ群、微信、微博等,如何将这些手段共同建立网络营销平台,基民的网购行为有什么特性,针对这些情况M公司如何做到网络营销组合等问题进行了深入探讨。本文重点探讨了两个主要问题：1、网络现代化对现代企业和基金公司营销带来的影响和冲击；2、M公司如何利用网络做好全面营销,以达到基金网络直销。本篇论文理论联系实际,从实例出发,探索基金公司的网络营销的平台建立和策略组合,为相关的基金公司在网络营销设计上提供一定参考。
[Abstract]:The development of modern science makes the Internet more secure, faster and faster, which marks the arrival of the Internet era. The economic model of the internet age has also changed much more, too, in the fund industry. With the fundamental change of economic environment, life style, thinking mode, behavior standard, and the development of network, the management mode and marketing environment of fund company have also changed. On the one hand, through the network, fund companies can more quickly transfer the macro information, product information, financial management courses and so on of the fund to domestic and foreign investors. On the other hand, they can also subscribe to the fund directly through the network. In addition, fund companies and fund products can be promoted through the network to attract more investors' attention and obtain marketing influence, thus bringing investors' subscription. As with all industries, how to build a better network marketing platform in the present diversified network marketing mode, How to use various marketing models to create the effect of "112" is the key to the thinking of network marketing, and also the mainstream of modern enterprise marketing model. In this paper, the concept, characteristics, mode, existing problems and solutions of network marketing of ordinary enterprises are expounded comprehensively from the large economic environment, and the advantages and disadvantages of network marketing are fully understood. In the marketing and promotion of public offering fund companies, the traditional sales channels are fund direct selling, banks and other financial institutions selling on their behalf, but 100 percent of the public offering funds have their own websites. How to bring fund sales through the Internet is the key. In recent years, public offering fund companies have made great achievements in network promotion and network direct marketing, but they are not perfect, and there are still some misunderstandings. Although the laws and regulations related to the network marketing of the fund company are not perfect, the use of the network marketing can obtain better marketing results, which is the main direction of the company's development. Therefore, What we need to discuss is how the public offering fund company realizes the network marketing. At the same time, this paper selects M fund company as the main case, how to make the network marketing strategy, how to use the existing network means such as website, search engine, BBS community, QQgroup, WeChat, Weibo, etc. How to set up the network marketing platform together, what are the characteristics of the online shopping behavior of the people, and how to achieve the network marketing combination of M company are discussed in depth. This paper focuses on two main problems: 1, the impact and impact of the network modernization on the marketing of modern enterprises and fund companies, and 2) how to make good use of the network to do overall marketing in order to achieve the direct marketing of the fund network. This paper combines theory with practice, starting from an example, explores the platform establishment and strategy combination of the fund company's network marketing, and provides a certain reference for the related fund company in the network marketing design.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39

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