我国中小型基金公司营销策略研究

发布时间：2018-04-20 15:40

本文选题：中小型基金公司 + 营销策略　；参考：《华中科技大学》2012年硕士论文

【摘要】：我国基金行业是一个集中度较高的行业。大型基金公司市场占有率比重较大，客户基础广泛，从而成为行业的领导者。尽管中小型基金公司数量较多，但是市场占有率以及资产管理规模方面占比却较小。中小型基金公司是基金行业的主要参与者，对基金行业持续健康稳定的发展有重要意义。本文通过研究中小型基金公司的营销策略，试图找到一条适合中小基金公司发展的道路。研究指出了基金公司在粗放式营销实践中的不足。分析了基金行业中比较成熟的营销实践方法。同时也为中小基金公司的发展提出了自己的几点参考意见，论文具有很强的实践指导意义。本文的研究建立在理论联系实践的基础上。首先回顾了证券投资基金理论的发展脉络以及基金行业的历史发展进程。接下来回顾了相关营销理论的发展历史。主要是以服务营销为主体，，同时简单涉及到关系营销理论。回顾了营销理论从4P到4C然后发展到4R的历程。在熟悉理论发展脉络的基础上，结合基金业的实际情况开展分析。第三部分则是分析了我国基金业发展的现状，主要分成三大部分进行分析。分析了基金管理公司的发展现状和基金产品的发展现状，然后再从宏观角度分析了基金行业的竞争状况。利用波特的五力模型分析整个基金行业的概况，主要分析了行业内三个力的竞争现状。接下来分析了中小基金公司STP营销策略。从传统的4P营销策略开始分析，分别针对产品，价格，渠道，促销开展分析。然后基于在4P的基础上，进行了4C、4R服务营销改进分析。同时增加了网络营销策略分析和手机网民分析。最后文章针对全篇的分析和研究，得出了本文的结论，并对中小基金公司的发展提出了几点参考性建议。希望能够为中小型基金公司的发展贡献绵薄之力。
[Abstract]:China's fund industry is a relatively high concentration of the industry. Large fund companies share a large proportion of the market, a wide customer base, so as to become the industry leader. Although the number of small and medium-sized fund companies is larger, but the market share and asset management scale is smaller. Small and medium-sized fund companies are the main participants in the fund industry, which is of great significance to the sustained, healthy and stable development of the fund industry. This paper tries to find a suitable way for the development of small and medium-sized fund companies by studying the marketing strategies of small and medium-sized fund companies. The research points out the deficiency of fund company in extensive marketing practice. This paper analyzes the more mature marketing practice methods in the fund industry. At the same time, it also puts forward some suggestions for the development of small and medium-sized fund companies. The research of this paper is based on the combination of theory and practice. Firstly, it reviews the development of securities investment fund theory and the historical development process of fund industry. Then it reviews the development history of relevant marketing theory. It mainly regards service marketing as the main body, at the same time, it simply involves the theory of relationship marketing. The history of marketing theory from 4 P to 4 C and then to 4 R is reviewed. On the basis of familiar with the development of the theory, combined with the actual situation of the fund industry to carry out an analysis. The third part is to analyze the current situation of fund industry in China, mainly divided into three parts. This paper analyzes the development status of fund management companies and fund products, and then analyzes the competition situation of fund industry from the macro point of view. This paper analyzes the general situation of the whole fund industry by using Porter's five-force model, and mainly analyzes the competition status of the three forces in the industry. Then it analyzes the STP marketing strategy of small and medium-sized fund companies. Starting with the traditional 4 P marketing strategy, we analyze the product, price, channel and promotion. Then, based on the 4 P, the 4 C 4 R service marketing improvement analysis is carried out. At the same time added network marketing strategy analysis and mobile phone netizens analysis. Finally, based on the analysis and research of the whole article, the paper draws the conclusion of this paper, and puts forward some reference suggestions for the development of small and medium-sized fund companies. Hope to be able to contribute to the development of small and medium-sized fund companies.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.39

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