基金宝FoF产品营销策划

发布时间：2018-02-23 17:46

  本文关键词： 资管私募基金产品 人际传播 路演传播 投资者教育 传播工具　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：证券公司资产管理私募基金产品(以下简称资管产品或资管私募产品)因受自身行业特色和法律法规限制,在进行营销传播时有别于传统金融产品。首先,资管产品生产方和消费方缺乏共通的意义空间,信息传播受到阻碍;其次,诸多法律法规限制资管私募基金产品面对普通消费者进行宣传推广;第三,资管产品销售人员的个人沟通能力参差不齐,极大影响营销效果。本文从传播学角度出发,以A证券公司私募FoF产品基金宝为对象,设计出一套针对证券公司资管私募产品的营销方案。本方案首先介绍了私募基金的相关概念和市场现状,通过剖析产品供需及行业走势梳理出基金宝产品的卖点,在此基础上针对分析过程中归纳的问题,设计了包括投资者教育手段,详细的路演传播和人际传播方案,以及一整套标准化的辅助传播工具等产品传播全生命周期解决方案。
[Abstract]:The securities company asset management private equity fund product (hereinafter referred to as the asset management product or the capital management private equity product) is different from the traditional financial product in marketing communication because of the limitation of its own industry characteristics and laws and regulations. The producers and consumers of capital management products lack the common meaning space, the information dissemination is hindered; secondly, many laws and regulations restrict the promotion of private equity fund products to ordinary consumers; third, The personal communication ability of the management product sales personnel is uneven, which greatly affects the marketing effect. From the angle of communication, this paper takes A Securities Company Private FoF Product Fund as the object. First, the paper introduces the concept and market status of private equity fund, and analyzes the supply and demand of products and the trend of industry to sort out the selling points of fund treasure products. On this basis, aiming at the problems in the process of analysis, this paper designs a solution for the whole life cycle of product communication, including investor education, detailed roadshow communication and interpersonal communication, as well as a set of standardized auxiliary communication tools.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.51;F274
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本文编号：1527043