M基金公司的营销策略研究
发布时间：2018-11-10 19:25
【摘要】：自从国内基金行业从1998年出现之后,经过十几年的不断发展壮大,已经成为我国金融行业中非常重要的组成部分。借助中国经济的迅速发展,基金业仅仅用了十年的时间就走完了国外发达国家同行业几十年的发展历史,但随着百年一遇的金融危机所带来的市场低迷,基金业也迎来了一个发展的困难时期,对于基金公司而言,在营销管理上也需要有所调整来适应新的市场形势。 论文所选择的研究对象M基金公司,是一家国内中型基金公司,其发展经历了股市大牛市的快速发展,目前正面临着金融危机后市场变化所带来的发展挑战,公司管理规模停滞不前,经营活力减弱,市场又缺少明显的发展机会。这种情况下,企业努力寻求新的发展思路和营销模式,希望能找到成长的突破点,并不断的进行新的尝试来寻找新的发展机遇,这些表现具有这个时期基金公司的典型特点,比较有代表性。 本文将对国内基金行业所处的经济环境、市场环境进行研究后,通过理论分析和比较分析等分析方法,结合M基金公司的经营现状,运用SWOT、波特五力的研究方法,对M基金公司所处的宏观、微观市场环境进行分析,并在此基础上进行归纳和总结。并据此就M基金公司所应调整的营销策略和目标进行考查,根据其实际状况提出适合其使用的营销策略。在文章的最后部分,将详细讨论M基金公司调整后所使用的各种细分策略及实施建议,主要包括渠道策略、产品策略、服务策略、品牌策略及对相关策略进行组合提升的精细化营销及整合营销。 目前国内基金行业的研究更多是集中在理论研究和对国外发达国家行业经验移植的探讨中,而且针对全球性金融危机后基金行业营销现状的研究较少,很难对行业发展起到有效的借鉴作用。本文在两方面的研究进行了探索,一是不再只拘泥于纯理论形式上的思考和研究,二是对全球金融危机后基金公司应该如何调整营销策略适应新的市场形势进行了调查和研究,力求在实践层面能够为基金行业在营销策略的选择和运用上提出有借鉴意义的参考。
[Abstract]:Since the emergence of the domestic fund industry in 1998, it has become a very important part of our financial industry after more than ten years of continuous development. With the rapid development of China's economy, it took the fund industry only 10 years to complete the development history of the same industry in foreign developed countries for several decades. However, with the market downturn brought about by the financial crisis that has occurred once in a century, Fund industry also ushered in a difficult period of development, for the fund companies, the marketing management also needs to adjust to the new market situation. The research object of this paper is M Fund Company, which is a medium-sized domestic fund company. Its development has experienced the rapid development of the stock market bull market, and it is now facing the development challenges brought by the market changes after the financial crisis. The company management scale stagnates, the management vitality weakens, the market also lacks the obvious development opportunity. Under such circumstances, the enterprise strives to seek new development ideas and marketing models, hoping to find a breakthrough point for growth, and to constantly make new attempts to find new development opportunities. These performances have the typical characteristics of fund companies in this period. More representative. This paper will study the economic environment and market environment of domestic fund industry, through theoretical analysis and comparative analysis, combined with M fund company's management status, using SWOT, Porter five forces research method. This paper analyzes the macro and micro market environment of M fund company, and sums up and summarizes it. On the basis of this, the marketing strategy and target of M fund company should be adjusted, and the marketing strategy suitable for its use is put forward according to its actual situation. In the final part of the article, we will discuss in detail the various subdivision strategies and implementation suggestions used by M Fund Company after adjustment, including channel strategy, product strategy, service strategy, etc. The detailed marketing and integration marketing of brand strategy and related strategy. At present, the research of the domestic fund industry is more concentrated on the theoretical research and the research on the transplantation of foreign developed countries' industry experience, and the research on the current situation of the fund industry marketing after the global financial crisis is less. It is very difficult to play an effective role in the development of the industry. This article has carried on the exploration in two aspects, one is no longer confined to the pure theoretical form of thinking and research, the other is how the fund company should adjust its marketing strategy to adapt to the new market situation after the global financial crisis, the second is the investigation and research on how the fund company should adjust its marketing strategy to the new market situation. At the practical level, it can provide a reference for the fund industry to choose and use marketing strategies.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.39
本文编号：2323388
[Abstract]:Since the emergence of the domestic fund industry in 1998, it has become a very important part of our financial industry after more than ten years of continuous development. With the rapid development of China's economy, it took the fund industry only 10 years to complete the development history of the same industry in foreign developed countries for several decades. However, with the market downturn brought about by the financial crisis that has occurred once in a century, Fund industry also ushered in a difficult period of development, for the fund companies, the marketing management also needs to adjust to the new market situation. The research object of this paper is M Fund Company, which is a medium-sized domestic fund company. Its development has experienced the rapid development of the stock market bull market, and it is now facing the development challenges brought by the market changes after the financial crisis. The company management scale stagnates, the management vitality weakens, the market also lacks the obvious development opportunity. Under such circumstances, the enterprise strives to seek new development ideas and marketing models, hoping to find a breakthrough point for growth, and to constantly make new attempts to find new development opportunities. These performances have the typical characteristics of fund companies in this period. More representative. This paper will study the economic environment and market environment of domestic fund industry, through theoretical analysis and comparative analysis, combined with M fund company's management status, using SWOT, Porter five forces research method. This paper analyzes the macro and micro market environment of M fund company, and sums up and summarizes it. On the basis of this, the marketing strategy and target of M fund company should be adjusted, and the marketing strategy suitable for its use is put forward according to its actual situation. In the final part of the article, we will discuss in detail the various subdivision strategies and implementation suggestions used by M Fund Company after adjustment, including channel strategy, product strategy, service strategy, etc. The detailed marketing and integration marketing of brand strategy and related strategy. At present, the research of the domestic fund industry is more concentrated on the theoretical research and the research on the transplantation of foreign developed countries' industry experience, and the research on the current situation of the fund industry marketing after the global financial crisis is less. It is very difficult to play an effective role in the development of the industry. This article has carried on the exploration in two aspects, one is no longer confined to the pure theoretical form of thinking and research, the other is how the fund company should adjust its marketing strategy to adapt to the new market situation after the global financial crisis, the second is the investigation and research on how the fund company should adjust its marketing strategy to the new market situation. At the practical level, it can provide a reference for the fund industry to choose and use marketing strategies.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.39
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