C基金管理公司营销策略研究

发布时间：2018-01-17 00:18

本文关键词：C基金管理公司营销策略研究　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国基金行业经过近15年的快速发展,已经成为一个竞争激烈的市场。随着新基金法的颁布,公募基金公司牌照门槛降低,新的基金公司随之诞生,加剧了市场的竞争。同时,伴随着证券市场的回暖,基金行业出现严重的分化,优胜劣汰。本文以C基金管理公司作为案例,研究其在营销方面存在的问题,给出有效的营销组合策略。本文通过对C基金管理公司的分析和研究,对其营销现状和客户情况进行总结,再运用SWOT分析方法,对其进行剖析,分析公司的优势和劣势以及市场的机会和威胁,并提出了营销组合策略。本文运用了定量分析、定性分析以及实证分析的方法,结合大量的行业及公司数据,对基金市场和C基金管理公司进行分析,总结市场的营销模式,挖掘出C公司在营销方面存在的问题。本文采用SWOT分析方法对C基金管理公司进行了系统的分析,其优势在于优秀的产品业绩,稳定的投研团队;而劣势在于公司品牌影响力不足,股东背景不强,产品缺乏竞争力。当前的基金市场同时也面临着机会和威胁,机会在于证券市场的转牛,互联网金融带来的机会,第三方独立销售机构的快速发展;而威胁来自于基金行业门槛的降低,投资者的不信任,投资者教育的不重视。综合分析公司和市场的情况后,将C基金管理公司定位为独具产品特色和竞争力的中小型基金公司。在C基金管理公司的产品组合营销策略方面,运用了实证的方法,并结合实际的工作经验,分别从产品、价格、渠道和促销四个方面提出了可行的营销策略和建议,为C基金管理公司的发展出谋划策。
[Abstract]:After nearly 15 years of rapid development, the fund industry in China has become a competitive market. With the promulgation of the new fund law, the threshold of the public offering fund company license has been lowered, and the new fund company has been born. At the same time, along with the warming of the securities market, the fund industry appeared serious differentiation, survival of the fittest. This paper takes C fund management company as a case to study its marketing problems. Through the analysis and research of C Fund Management Company, this paper summarizes the current marketing situation and customer situation of C Fund Management Company, and then uses the SWOT analysis method to analyze it. This paper analyzes the strengths and weaknesses of the company and the opportunities and threats of the market, and puts forward the marketing mix strategy. This paper uses the methods of quantitative analysis, qualitative analysis and empirical analysis, combined with a large number of industry and company data. This paper analyzes the fund market and C fund management company and summarizes the marketing model of the market. This paper uses SWOT analysis method to analyze C fund management company systematically, its advantage lies in excellent product performance, stable investment and research team; But the disadvantage lies in the company brand influence is insufficient, the shareholder background is not strong, the product lacks the competition. The current fund market also faces the opportunity and the threat, the opportunity lies in the stock market turning bull. Internet finance brings opportunities for the rapid development of third-party independent sales agencies; The threat comes from the lower threshold of the fund industry, the distrust of investors, the lack of attention to investor education. After comprehensive analysis of the situation of the company and the market. C fund management company will be positioned as a unique product characteristics and competitiveness of small and medium-sized fund companies. In the C fund management company's product mix marketing strategy, the use of empirical methods, and combined with practical work experience. This paper puts forward some feasible marketing strategies and suggestions from four aspects of product, price, channel and promotion, and gives some suggestions for the development of C fund management company.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.39;F274

【引证文献】