JY基金管理公司市场营销策略研究

发布时间：2018-01-18 05:32

本文关键词：JY基金管理公司市场营销策略研究　出处：《西南交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：我国的基金行业发展较晚,从1991年起先后经历了三个发展阶段。在目前国家重点发展金融行业的时代背景下,证监会出台了多项“松绑”的法规,鼓励行业的创新性发展,保护投资者的利益,极大地活跃了基金市场的发展。同时,居民的投资理念和意识的普及也使得基金产品成为了理财市场中的重要组成部分。但是,随着行业的竞争愈发激烈,基金市场已经进入了“饱和”阶段,大多数的基金公司面临着发展困难和转型的关键时期。因此,中小型基金公司如何抓住市场机遇,转变营销模式与观念,提升自身的核心竞争能力,提供具有差异化的营销体验是基金公司在营销策略方面需要首要考虑的问题。本文选择JY公司作为研究对象,JY公司是国内较早获得资质的基金公司,但是近几年出现了业绩上的滑坡,公司的管理规模“缩水”,经营活动能力减弱。在这种情况下,公司努力寻找新的发展方向和营销模式,希望能够抓住“互联网+”的机遇,将公司转型为突出财富管理功能机构的基金公司。本文运用了市场营销理论,对JY基金公司的现有市场营销策略进行了系统的分析,并运用PEST模型分析了公司所处的外部宏观环境,深入剖析了公司所面临的机遇和威胁。经过研究找出了目前JY基金公司在营销中出现的问题,发现在营销中出现了产品线单一,客户流失率高、市场反应速度缓慢、营销渠道单一、电子商务网络营销功能不强、营销理念落后等问题,并根据SWOT矩阵分析了适合公司未来发展的营销策略。通过根据问题出现的原因分析,本文有针对性地重新制定了新的营销策略,以4Rs营销理论为主要应用理论,从帮助公司与客户和市场更好地建立关联度、提升公司的市场需求反应速度、维护与现有客户之间关系和获得公司与市场参与者之间双赢这四大方面出发,提高JY基金公司的营销效果。最后,针对JY基金公司4Rs营销策略的实施,本文从营销观念的转变、人力资源保障、信息系统保障和风险预警控制四大维度进行有效保障,确保4Rs营销策略的顺利实施。
[Abstract]:China's fund industry late, since 1991 has experienced three stages of development. In the current national focus on the development of the financial industry under the background of the times, the Commission issued a number of "no" regulations, encourage the development of innovative industry, protect the interests of investors, developing greatly active fund market at the same time. Residents, popularization of investment ideas and consciousness also makes the fund products has become an important part of the financial market. However, with the increasingly fierce competition in the industry, the fund market has entered the "saturation" stage, most fund companies are facing a critical period of development and difficult transformation. Therefore, how to seize the small fund company market opportunities, change the marketing mode and idea, enhance the core competition ability, provide differentiated marketing experience is the fund company in the aspects of marketing strategy need first To consider the problem. This paper chooses JY company as the research object, JY company is one of the earliest qualified fund companies, but in recent years there is a performance of the landslide, the company's management scale "shrink", weakening ability of business activities. In this case, the company trying to find the direction of development and new marketing mode and hope to seize the "Internet plus" opportunities, the company will transition to wealth management institutions of outstanding fund companies. This article uses the marketing theory, the existing marketing strategy of JY fund companies are analyzed, and the use of PEST model to analyze the external environment of the company, analyzes the company facing the opportunities and threats. Through the research to find out the current JY fund company in marketing problems found in marketing appeared in a single product line, the customer churn rate is high, market reaction Slowly, the single marketing channel, e-commerce network marketing function is not strong, the problem of backward marketing ideas, and analyzes the future development for the company's marketing strategy according to the SWOT matrix. The reasons according to the problems analysis, this paper re developed a new marketing strategy, 4Rs marketing theory as the main theoretical application from, help the company and the customers and the market to better establish the correlation degree, reaction speed, enhance the market demand, to maintain existing relationships with customers and achieve win-win between company and market participants in these four aspects, improve the JY fund company's marketing effect. Finally, the implementation of the JY 4Rs fund company marketing strategy, this article from the change the marketing concept, human resources, information system security and risk control four dimensions of effective protection, to ensure the smooth implementation of 4Rs marketing strategy.

【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.39

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