M基金公司的營銷策略研究
發(fā)布時間：2018-11-10 19:25
【摘要】：自從國內(nèi)基金行業(yè)從1998年出現(xiàn)之后,經(jīng)過十幾年的不斷發(fā)展壯大,已經(jīng)成為我國金融行業(yè)中非常重要的組成部分。借助中國經(jīng)濟的迅速發(fā)展,基金業(yè)僅僅用了十年的時間就走完了國外發(fā)達(dá)國家同行業(yè)幾十年的發(fā)展歷史,但隨著百年一遇的金融危機所帶來的市場低迷,基金業(yè)也迎來了一個發(fā)展的困難時期,對于基金公司而言,在營銷管理上也需要有所調(diào)整來適應(yīng)新的市場形勢。 論文所選擇的研究對象M基金公司,是一家國內(nèi)中型基金公司,其發(fā)展經(jīng)歷了股市大牛市的快速發(fā)展,目前正面臨著金融危機后市場變化所帶來的發(fā)展挑戰(zhàn),公司管理規(guī)模停滯不前,經(jīng)營活力減弱,市場又缺少明顯的發(fā)展機會。這種情況下,企業(yè)努力尋求新的發(fā)展思路和營銷模式,希望能找到成長的突破點,并不斷的進行新的嘗試來尋找新的發(fā)展機遇,這些表現(xiàn)具有這個時期基金公司的典型特點,比較有代表性。 本文將對國內(nèi)基金行業(yè)所處的經(jīng)濟環(huán)境、市場環(huán)境進行研究后,通過理論分析和比較分析等分析方法,結(jié)合M基金公司的經(jīng)營現(xiàn)狀,運用SWOT、波特五力的研究方法,對M基金公司所處的宏觀、微觀市場環(huán)境進行分析,并在此基礎(chǔ)上進行歸納和總結(jié)。并據(jù)此就M基金公司所應(yīng)調(diào)整的營銷策略和目標(biāo)進行考查,根據(jù)其實際狀況提出適合其使用的營銷策略。在文章的最后部分,將詳細(xì)討論M基金公司調(diào)整后所使用的各種細(xì)分策略及實施建議,主要包括渠道策略、產(chǎn)品策略、服務(wù)策略、品牌策略及對相關(guān)策略進行組合提升的精細(xì)化營銷及整合營銷。 目前國內(nèi)基金行業(yè)的研究更多是集中在理論研究和對國外發(fā)達(dá)國家行業(yè)經(jīng)驗移植的探討中,而且針對全球性金融危機后基金行業(yè)營銷現(xiàn)狀的研究較少,很難對行業(yè)發(fā)展起到有效的借鑒作用。本文在兩方面的研究進行了探索,一是不再只拘泥于純理論形式上的思考和研究,二是對全球金融危機后基金公司應(yīng)該如何調(diào)整營銷策略適應(yīng)新的市場形勢進行了調(diào)查和研究,力求在實踐層面能夠為基金行業(yè)在營銷策略的選擇和運用上提出有借鑒意義的參考。
[Abstract]:Since the emergence of the domestic fund industry in 1998, it has become a very important part of our financial industry after more than ten years of continuous development. With the rapid development of China's economy, it took the fund industry only 10 years to complete the development history of the same industry in foreign developed countries for several decades. However, with the market downturn brought about by the financial crisis that has occurred once in a century, Fund industry also ushered in a difficult period of development, for the fund companies, the marketing management also needs to adjust to the new market situation. The research object of this paper is M Fund Company, which is a medium-sized domestic fund company. Its development has experienced the rapid development of the stock market bull market, and it is now facing the development challenges brought by the market changes after the financial crisis. The company management scale stagnates, the management vitality weakens, the market also lacks the obvious development opportunity. Under such circumstances, the enterprise strives to seek new development ideas and marketing models, hoping to find a breakthrough point for growth, and to constantly make new attempts to find new development opportunities. These performances have the typical characteristics of fund companies in this period. More representative. This paper will study the economic environment and market environment of domestic fund industry, through theoretical analysis and comparative analysis, combined with M fund company's management status, using SWOT, Porter five forces research method. This paper analyzes the macro and micro market environment of M fund company, and sums up and summarizes it. On the basis of this, the marketing strategy and target of M fund company should be adjusted, and the marketing strategy suitable for its use is put forward according to its actual situation. In the final part of the article, we will discuss in detail the various subdivision strategies and implementation suggestions used by M Fund Company after adjustment, including channel strategy, product strategy, service strategy, etc. The detailed marketing and integration marketing of brand strategy and related strategy. At present, the research of the domestic fund industry is more concentrated on the theoretical research and the research on the transplantation of foreign developed countries' industry experience, and the research on the current situation of the fund industry marketing after the global financial crisis is less. It is very difficult to play an effective role in the development of the industry. This article has carried on the exploration in two aspects, one is no longer confined to the pure theoretical form of thinking and research, the other is how the fund company should adjust its marketing strategy to adapt to the new market situation after the global financial crisis, the second is the investigation and research on how the fund company should adjust its marketing strategy to the new market situation. At the practical level, it can provide a reference for the fund industry to choose and use marketing strategies.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F832.39
本文編號：2323388
[Abstract]:Since the emergence of the domestic fund industry in 1998, it has become a very important part of our financial industry after more than ten years of continuous development. With the rapid development of China's economy, it took the fund industry only 10 years to complete the development history of the same industry in foreign developed countries for several decades. However, with the market downturn brought about by the financial crisis that has occurred once in a century, Fund industry also ushered in a difficult period of development, for the fund companies, the marketing management also needs to adjust to the new market situation. The research object of this paper is M Fund Company, which is a medium-sized domestic fund company. Its development has experienced the rapid development of the stock market bull market, and it is now facing the development challenges brought by the market changes after the financial crisis. The company management scale stagnates, the management vitality weakens, the market also lacks the obvious development opportunity. Under such circumstances, the enterprise strives to seek new development ideas and marketing models, hoping to find a breakthrough point for growth, and to constantly make new attempts to find new development opportunities. These performances have the typical characteristics of fund companies in this period. More representative. This paper will study the economic environment and market environment of domestic fund industry, through theoretical analysis and comparative analysis, combined with M fund company's management status, using SWOT, Porter five forces research method. This paper analyzes the macro and micro market environment of M fund company, and sums up and summarizes it. On the basis of this, the marketing strategy and target of M fund company should be adjusted, and the marketing strategy suitable for its use is put forward according to its actual situation. In the final part of the article, we will discuss in detail the various subdivision strategies and implementation suggestions used by M Fund Company after adjustment, including channel strategy, product strategy, service strategy, etc. The detailed marketing and integration marketing of brand strategy and related strategy. At present, the research of the domestic fund industry is more concentrated on the theoretical research and the research on the transplantation of foreign developed countries' industry experience, and the research on the current situation of the fund industry marketing after the global financial crisis is less. It is very difficult to play an effective role in the development of the industry. This article has carried on the exploration in two aspects, one is no longer confined to the pure theoretical form of thinking and research, the other is how the fund company should adjust its marketing strategy to adapt to the new market situation after the global financial crisis, the second is the investigation and research on how the fund company should adjust its marketing strategy to the new market situation. At the practical level, it can provide a reference for the fund industry to choose and use marketing strategies.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F832.39
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