F基金公司产品营销策略研究

发布时间：2019-01-09 13:27

【摘要】：中国基金行业经过多年的快速发展,已经成为一个竞争激烈的市场。随着新基金法的颁布与中国金融开放步伐的推进,公募基金公司牌照门槛降低,新的基金公司随之诞生,国外全资基金公司进入中国市场,沪港基金互认,都进一步加剧了市场的竞争。在激烈的竞争中,中国基金行业出现严重的分化,优胜劣汰。本文以F基金管理公司作为案例,研究其在营销方面存在的问题,给出有效的营销组合策略。本文通过对F基金管理公司的分析和研究,对其目标市场选择、市场定位情况及营销现状进行总结和分析,并提出了营销组合策略。本文运用了定量分析、定性分析以及实证分析的方法,结合大量的行业及公司数据,对基金市场和F基金管理公司进行分析,总结市场的营销模式,总结出F公司在营销方面存在的问题。本文采用STP理论,对F基金公司的目标市场选择、市场定位、营销组合进行了系统的分析,分析其营销困境的成因。在上述分析的基础上,根据F基金公司的实际情况,结合4Ps理论,提出了F基金公司的营销组合改进建议及实施方案。
[Abstract]:After years of rapid development, the Chinese fund industry has become a competitive market. With the promulgation of the new fund law and the promotion of the pace of financial liberalization in China, the threshold of the license of the public offering fund company has been lowered, and the new fund company has been born. Foreign wholly funded fund companies have entered the Chinese market, and the funds in Shanghai and Hong Kong have been mutually recognized. Have further intensified the competition in the market. In the fierce competition, the Chinese fund industry appeared the serious division, the superior and inferior survival. This paper takes F fund management company as a case to study its problems in marketing and gives effective marketing combination strategy. Based on the analysis and research of F fund management company, this paper summarizes and analyzes the target market selection, market positioning and marketing status, and puts forward the marketing combination strategy. This paper uses the methods of quantitative analysis, qualitative analysis and empirical analysis, combining with a lot of industry and company data, analyzes the fund market and F fund management company, summarizes the marketing model of the market. Summarizes the F company in the marketing aspects of the problems. Based on the STP theory, this paper makes a systematic analysis of the target market selection, market positioning and marketing combination of F Fund Company, and analyzes the causes of its marketing dilemma. On the basis of the above analysis, according to the actual situation of F fund company, combined with 4Ps theory, this paper puts forward the improvement suggestion and implementation scheme of F fund company's marketing mix.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.39

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