HX基金公司开放式基金的营销组合策略创新研究

发布时间：2018-07-10 06:55

本文选题：4Ps + 4Cs　；参考：《兰州大学》2012年硕士论文

【摘要】：自2001年第一只开放式基金华安创新基金成立至今,开放式基金在我国短短几年的时间走过了国外几十年的发展历程。随着基金管理公司的不断设立、基金品种的相继推出,开放式基金业粗放式的销售已不能适应日趋激烈的市场争格局。各基金管理公司为扩大管理规模、保持竞争力,基金营销工作开始提到了战略高度。由于我国的基金业十分年轻,目前可以借鉴的针对该行业的系性研究、营销理论研究少之又少。HX基金管理公司(下称HX基金)作为中国证监会首批批准的、最早成立的基金管理公司之一,基金规模、营销工作一直处于国内领先水平,研究其在开放式基金营销方面的经验以及分析其不足之处,对其乃至整个基金行业都有着十分重要的借鉴意义。本文以HX基金为案例,首先概述了我国开放式基金的概念、特点,回顾了开放式基金的发展历程,同时分析了我国开放式基金目前的行业现状,其次阐述了我国开放式基金行业营销现状及未来发展趋势并引入相关营销理论,简单介绍了市场营销相关4Ps、4Cs、4Rs理论及网络营销理论,然后从消费者定位、基金产品、营销渠道、促销方式、市场拓展、品牌战略等方面对HX基金开放式基金营销现状进行了重点诊断、剖析,指出其存在的问题,并对其进行SWOT分析,最后结合SWOT分析结果及市场营销相关理论对于HX基金营销工作提出改进策略,以网络营销为主体的多渠道优化策略、以高端客户为主体的差异化营销优化策略、市场化的促销策略、产品组合优化策略、及品牌提升的优化策略等, 本文通过分析、研究HX基金公司营销问题提出很多切实、可行的解决办法,如在分析基金行业营销未来发展时提出“第三方销售”平台概念,并对比国外成熟市场,阐述基金行业营销未来发展“第三方销售”平台的可行性和必要性,同时分析基金营销“第三方销售”平台的优势及劣势,为我国基金行业将来发展基金“第三方销售”平台提供理论借鉴。 HX基金通过多年发展已成为业内最具盛名的基金公司之一,但其一直注重研究团队建设,忽视营销团队的研究发展,本文对其营销组合策略创新研究相信能够为其提供相关借鉴,为其不断壮大、保持行业竞争优势提供必要理论基础。
[Abstract]:Since the first open fund Huaan innovation fund was established in 2001, the open fund has gone through several decades of development in a few years in China. With the continuous establishment of the fund management companies and the successive introduction of the fund varieties, the extensive sales of the open-end fund industry can not adapt to the increasingly fierce market competition pattern. In order to expand the management scale and maintain the competitiveness of the fund management companies, the fund marketing work began to mention the strategic height. As China's fund industry is very young, it is currently available for reference to the Department's research on the industry, and the marketing theory is rarely studied by the.HX fund management company (hereinafter referred to as the HX Fund) as the first approval of the China Securities Regulatory Commission, One of the earliest fund management companies, the scale of the fund, and the marketing work have been in the leading level in China. It is of great significance to study its experience in the marketing of open fund and to analyze its shortcomings.
Taking HX fund as a case, this paper first summarizes the concept and characteristics of open fund in China, reviews the development process of open fund, analyses the current industry status of open fund in China, then expounds the current marketing status and future development trend of our open fund industry and introduces related marketing theories, and briefly introduces the city. Field marketing related 4Ps, 4Cs, 4Rs theory and network marketing theory, and then from the consumer positioning, fund products, marketing channels, promotion mode, market expansion, brand strategy and other aspects of the HX fund open fund marketing status of the key diagnosis, analysis, points out its existing problems, and SWOT analysis, and finally combined with the results of SWOT analysis. And marketing related theories for the HX fund marketing work to improve strategies, network marketing as the main body of multi-channel optimization strategy, high-end customer based differentiation marketing optimization strategy, marketing strategy, product combination optimization strategy, and brand promotion optimization strategy, etc.
Through the analysis, this paper puts forward many practical and feasible solutions to the marketing problems of HX fund companies, such as the concept of "third party sales" in the analysis of the future development of the fund industry, and the comparison of foreign mature markets, and the feasibility and necessity of the future development of the "third party sales" platform in the marketing of the fund industry. This paper analyzes the advantages and disadvantages of the "third party sale" platform of the fund marketing, and provides theoretical reference for our fund industry's future development fund "third party sales" platform.
HX fund has become one of the most famous fund companies in the industry through years of development, but it has been paying attention to the research team construction and neglecting the research and development of marketing team. This paper believes that it can provide some reference for its marketing combination strategy innovation research, and provide the necessary theoretical basis for its continuous expansion and maintaining the competitive advantage of the industry.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.51

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