DX基金公司营销渠道策略改进研究

发布时间：2018-03-02 19:17

本文选题：DX基金公司　切入点：营销渠道策略　出处：《大连海事大学》2015年硕士论文　论文类型：学位论文

【摘要】：2001年9月,华安基金成立了我国第一支开放式基金,我国基金业由此驶入了快速发展的轨道。目前,我国基金行业已经逐步形成了以商业银行为主的多元化营销渠道体系,但各渠道之间发展极不均衡。随着大资管时代的来临,资产管理业出现了新常态。经营环境的变化,使得基金公司原有营销渠道的弊端制约公司发展的趋势越来越突出。如何使营销渠道适应新常态,促进公司的健康快速发展,成为国内基金行业所面临的共同问题,也是DX基金公司的首要问题。本文主要是对DX基金公司营销渠道策略的改进研究。以营销渠道理论为指导,借鉴国外发展共同基金的先进经验,结合国内金融业混业经营的发展趋势和互联网金融的发展进程,采用数据分析和实地调研的方法,对DX基金公司的营销渠道现状进行全面分析,从营销渠道结构领域、营销渠道行为领域和营销渠道关系领域归纳出DX基金公司在营销渠道上存在的问题,并进一步提出营销渠道策略改进研究方案,例如优化营销渠道结构、增强营销渠道控制力和改进营销渠道成员关系等。同时还建议出台政策支持全国性商业银行放权,放开一级分行基金代销资格,允许与基金公司单独签约,从银行内部打破少数银行掌握渠道权力的局面。
[Abstract]:In September 2001, Hua'an Fund established the first open-end fund in our country, which led to the rapid development of China's fund industry. At present, China's fund industry has gradually formed a diversified marketing channel system, which is dominated by commercial banks. However, the development of various channels is very uneven. With the advent of the era of large capital management, the asset management industry has emerged a new normal. It makes the malpractice of the original marketing channel of the fund company more and more prominent. How to adapt the marketing channel to the new normal and promote the healthy and rapid development of the company has become a common problem faced by the domestic fund industry. It is also the most important problem of DX fund company. This paper mainly studies the improvement of marketing channel strategy of DX fund company. Under the guidance of marketing channel theory, we draw lessons from the advanced experience of developing mutual fund in foreign countries. Combined with the development trend of mixed operation of domestic financial industry and the development process of Internet finance, this paper comprehensively analyzes the present situation of DX fund company's marketing channel by using the method of data analysis and field investigation, and analyzes the field of marketing channel structure from the aspect of marketing channel structure. The marketing channel behavior domain and the marketing channel relations domain summarizes the DX fund company in the marketing channel existence question, and further proposes the marketing channel strategy improvement research plan, for example, optimizes the marketing channel structure, Strengthening the control of marketing channels and improving the relationship between members of marketing channels, etc. At the same time, it is also suggested that policies should be issued to support nationwide commercial banks to delegate power, to liberalize the qualification of first-level branch funds to sell funds, and to allow individual contracts to be signed with fund companies. Break the situation that a few banks hold channel power from inside bank.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.39

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