A公司基金代销业务营销策略研究

发布时间：2018-02-01 22:08

本文关键词： 基金代销独立基金销售机构营销策略 4P　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,开放式基金在我国发展迅猛,开放式基金的代销渠道也逐渐多样化,相比较国际成熟市场,我国独立基金销售机构呈现出巨大的发展空间,本文旨在研究独立基金销售机构开展基金代销业务的营销策略选择,对A公司的基金代销业务有实际指导意义,同时对同业其他机构基金营销策略有一定借鉴意义。目前,针对开放式基金的营销策略研究大多以基金公司为研究主体,从产品、定价、促销和渠道这四个角度来研究,针对渠道的研究多集中在银行、证券公司等拥有大量理财客户的传统代销机构,针对独立基金销售机构的基金代销营销策略提及甚少。本文以独立基金销售机构为研究主体,剖析其优、劣势及客户特性,以期找到更适合独立基金销售机构的营销之路。本文采用的研究方法包括:文献研究法、比较分析法、调查分析法。以A公司为主要研究对象,运用相关理论和行业经验,通过问卷调研和案例分析,研究并最得出如下结论:(1)独立基金代销机构据其客户特性分为四种类型,但营销策略表现出产品多样化、持续新客户培养、服务式营销、低门槛低费率、产品概念简化及场景化营销共性;而其差异性主要体现在客户定位和服务方式上。(2)结合A公司现状及客户调研结果分析,建议A公司从丰富产品、价格优惠、常态促销、拓展渠道、提升服务五个方面优化改进。
[Abstract]:In recent years, the open-end fund has developed rapidly in our country, and the channel of the open-end fund marketing has gradually diversified. Compared with the international mature market, the independent fund sales organization of our country presents a huge development space. The purpose of this paper is to study the choice of marketing strategies for independent fund sales organizations to carry out fund sales business, which has practical guiding significance for the fund agent business of company A. At the same time, there is some reference to fund marketing strategy of other institutions in the same industry. At present, most of the research on open-end fund marketing strategy is based on fund company, from product, pricing. Promotion and channels of these four angles to study, the research on the channel is mostly focused on banks, securities companies and other traditional financial clients with a large number of traditional agencies. The marketing strategy of the independent fund sales agency is seldom mentioned. This paper analyzes the advantages, disadvantages and customer characteristics of the independent fund sales organization. The research methods used in this paper include: literature research method, comparative analysis method, investigation analysis method. Taking A company as the main research object. Using relevant theory and industry experience, through questionnaire investigation and case analysis, the paper studies and draws the following conclusion: 1) Independent fund agency can be divided into four types according to its customer characteristics. However, the marketing strategy shows product diversification, continuous new customer training, service marketing, low threshold and low rate, product concept simplification and scene marketing commonality. The difference is mainly reflected in the customer positioning and service mode. (2) combined with the current situation of company A and the analysis of customer survey results, it is suggested that A company from rich products, price concessions, normal promotion, expand channels. Improve the service in five aspects.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.51

【参考文献】