开放式基金营销业绩的影响因素权重分析及模型的构建

发布时间：2018-05-20 21:43

本文选题：开放式基金 + 基金公司　；参考：《北京交通大学》2012年硕士论文

【摘要】：自中国第一只开放式基金(华安创新基金)于2001年9月成立并发行以后,开放式基金迅速发展壮大,逐步取代了封闭式基金,成为了我国基金市场的主要投资品种。截至2011年末,开放式基金的资产总规模已经达到2.5万亿,而封闭式基金的资产总规模仅仅为1千亿。开放式基金市场的不断完善与发展,基金公司数量的不断增加,带来了基金行业的剧烈竞争。怎样提高基金的营销业绩,迅速抢占基金投资市场份额,并扩大基金规模。成为了各大基金公司关注的重点。而研究影响营销业绩的诸多因素,也成为了一个重要的研究课题。首先,本文回顾了前人在证券投资基金理论研究上的成果。总结了开放式基金不同于一般商品的独有特点,认为开放式基金具有4个特点：“无形性”、“生产和消费同步性”、“风险性”、“可赎回性”。随后,本文总结了代表性的几个营销理论,并分析了基金公司若干年来的发展状况。接下来,本文结合基金行业的历史数据,假设一个模型,列出影响国内开放式基金营销业绩的6个主要因素：“宏观环境因素”、“证券市场因素”、“分销渠道因素”、“基金产品因素”、“基金促销因素”、“基金品牌因素”。先验明6个主要因素假设的合理性,接着在6主要因素中分别细致的列明了3个次要因素进行深入分析。并针对3个次要因素进行重要性排序。然后,本文用问卷调查的方式,请一些高校教授、基金公司营销部的经理、基金公司投资部经理、资深投资专家对本文列出的一系列因素进行权重排序和补充完善。接着运用SPSS软件对分析结果进行验证。最后,本文根据模型的分析结果,对国内基金公司的营销提出了一些建议。
[Abstract]:Since the establishment and issuance of China's first open-end fund (Hua'an Innovation Fund) in September 2001, the open-end fund has developed rapidly and gradually replaced the closed-end fund and become the main investment variety in China's fund market. By the end of 2011, the total assets of open-end funds had reached 2.5 trillion, while that of closed-end funds was only 100 billion. With the continuous improvement and development of the open fund market and the increasing number of fund companies, the fierce competition in the fund industry has been brought. How to improve the marketing performance of the fund, quickly seize the market share of the fund investment, and expand the size of the fund. Has become a major fund companies to focus on. The study of many factors affecting marketing performance has also become an important research topic. First of all, this paper reviews the previous achievements in the research of securities investment fund theory. This paper summarizes the unique characteristics of open-end funds, which are different from general commodities, and concludes that open-end funds have four characteristics: "invisibility", "synchronism between production and consumption", "risk" and "redeemable". Then, this paper summarizes several representative marketing theories, and analyzes the development of fund companies in recent years. Then, based on the historical data of fund industry, this paper assumes a model to list six main factors that influence the marketing performance of open-end funds in China: "Macro-environmental factors", "Securities Market factors", "Distribution Channel factors". Fund product factor, fund promotion factor, fund brand factor. A priori understanding of the rationality of the assumption of six main factors, and then in the six main factors are listed in detail three secondary factors for in-depth analysis. And the importance of three secondary factors are ranked. Then, this article uses the questionnaire method, invites some university professors, the fund company marketing department manager, the fund company investment department manager, the senior investment expert carries on the weight ranking and the supplementary consummation to the series of factors listed in this article. Then SPSS software is used to verify the analysis results. Finally, according to the analysis results of the model, this paper puts forward some suggestions to the marketing of domestic fund companies.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.51;F224

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