天弘基金产品营销策略研究

发布时间：2018-03-11 19:10

本文选题：天弘基金　切入点：营销策略　出处：《大连海事大学》2012年硕士论文　论文类型：学位论文

【摘要】：本文主要研究了天弘基金管理有限公司在基金营销中存在的问题及对应的营销策略。通过对该基金公司基金营销问题和策略的一系列理论研究,找到行业营销策略发展的方向特别是中小基金公司制胜的营销策略,为中小基金公司营销策略提供有益的思路和创新。我国基金行业经历了从无到有,从有到大的过程,但是以往的研究多关注基金投资的操作,而对基金营销研究不多,基金行业的营销水平相对不高。营销工作的重点在于产品的结构设计,而对基金营销重视程度不够。在行业发展遇到困境时,如何给投资者提供专业的金融理财服务,如何进行基金产品的营销显得尤为重要。本文从最基本的市场营销学理论入手,结合证券投资基金的相关理论,回顾了我国基金行业的发展和营销现状。根据天弘基金公司具体案例,找到其基金营销策略中的不足及问题。将市场营销学的理论与具体的基金营销实践,将理论运用到实践中,为中小基金公司提供可借鉴的思路和方向。本文主要运用市场营销学的一般理论,结合大量公开的行业数据分析天弘基金的基金营销策略。运用宏微观营销环境分析、SWOT模型和4P理论等市场营销学理论对天弘基金进行分析,重点分析天弘基金的市场营销环境,企业的优劣势、潜在威胁和发展机会,发现天弘基金公司在营销中存在产品线单一、价格机制不灵活、渠道过分依赖银行等问题,再充分结合国内外的研究成果从产品、价格、渠道、促销四个方面对天弘基金公司的营销提出相应的策略。特别是利用天弘基金固定收益类产品的优势转变营销思路,采用差异化的策略进行营销,以期在行业发展困境中提升营销水平,为投资者提供稳健、值得信赖的金融产品和服务。
[Abstract]:This paper mainly studies the problems existing in the fund marketing of Tianhong Fund Management Co., Ltd and the corresponding marketing strategies, through a series of theoretical research on the fund marketing problems and strategies of the fund company. Find out the direction of the development of the industry marketing strategy, especially the marketing strategy of the small and medium-sized fund companies, and provide beneficial ideas and innovations for the small and medium-sized fund companies. The fund industry in our country has experienced a process from scratch to existence, but previous studies have focused more on the operation of fund investment than on fund marketing. The marketing level of fund industry is relatively low. The emphasis of marketing work lies in the structure design of products, but the degree of attention to fund marketing is not enough. How to carry on the fund product marketing appears to be particularly important. Starting with the most basic marketing theory and combining the relevant theories of the securities investment fund, this paper reviews the development and marketing situation of the fund industry in China. Find out the deficiency and problems in the fund marketing strategy, apply the theory and the concrete fund marketing practice to the practice, provide the way of thinking and direction for the small and medium-sized fund company to use for reference. This paper mainly uses the general theory of marketing, Combined with a large number of open industry data, this paper analyzes the fund marketing strategy of Tianhong Fund. It analyzes the marketing environment of Tianhong Fund by using the SWOT model and 4P theory, and focuses on the analysis of the marketing environment of Tianhong Fund. Advantages and disadvantages of enterprises, potential threats and development opportunities, it is found that Tianhong Fund Company has problems in marketing, such as single product line, inflexible pricing mechanism, excessive reliance on banks for channels, and then fully combining domestic and foreign research results from products and prices. The marketing strategy of Tianhong Fund Company is put forward in four aspects of channel and promotion. Especially, the advantage of Tianhong Fund's fixed income products is used to change the marketing thinking, and the differentiated strategy is used to carry out marketing. In order to improve the level of marketing in the difficult development of the industry, to provide investors with sound, reliable financial products and services.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.5

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