开放式基金个人客户细分研究

发布时间：2018-05-29 23:05

本文选题：客户细分 + 开放式基金　；参考：《东北大学》2012年硕士论文

【摘要】：自1998年证券投资基金在我国正式的规范化发展以来,经历了飞速的发展,基金总资产规模达到2.4844万亿元。目前,开放式基金数量占总公募基金数量的占据了基金产品个数的96%。可见,开放式基金的发展对基金业的发展有突出的贡献。其中营销模式和营销策略为各开放式基金的顺利推出做出了重大贡献。如今,随着各类基金规模的快速扩张、市场竞争的加剧,基金市场本身对开放式基金的营销模式模式和营销策略提出了更高的要求,也使原有的粗放式模式面临着很多挑战。本文对开放式基金个人购买者进行细分研究,在此基础上,对开放式基金营销上给予适当的建议。本文首先对客户细分的概念和内涵进行了界定,并介绍整个文章的研究思路及组织结构。接下来对证券投资基金、个人投资者及客户细分的相关理论及实证研究进行文献综述。随后,对我国基金行业客户细分现状进行了深入分析,并根据对北京地区相关人员定性访谈结果设计调查问卷。在回收定性访谈问卷后,对相应的数据进行定量分析,对开放式基金个人购买者进行客户细分。最后,在客户细分研究基础上,对目前开放式基金营销存在的问题进行分析并给予适当的建议。
[Abstract]:Since 1998 , the securities investment fund has experienced rapid development since the formal standardization development of our country . The total assets of the fund has reached 2.4844 trillion yuan . At present , the development of the open fund accounts for 96 % of the total number of fund products . The marketing model and marketing strategy have made great contributions to the development of the fund industry .

This paper first defines the concept and connotation of the customer segmentation , and introduces the research thoughts and organizational structure of the whole article . Then , the paper reviews the relevant theories and the empirical research of the securities investment funds , individual investors and customer segments . Then , according to the qualitative interview results of the relevant personnel in the Beijing area , the paper makes a quantitative analysis of the corresponding data . Finally , on the basis of the customer segmentation research , the present problems of the open fund marketing are analyzed and the appropriate suggestions are given .
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.51

【参考文献】