本文關鍵詞：C基金管理公司營銷策略研究　出處：《華中科技大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 基金管理 營銷策略 市場營銷組合

【摘要】：中國基金行業(yè)經過近15年的快速發(fā)展,已經成為一個競爭激烈的市場。隨著新基金法的頒布,公募基金公司牌照門檻降低,新的基金公司隨之誕生,加劇了市場的競爭。同時,伴隨著證券市場的回暖,基金行業(yè)出現(xiàn)嚴重的分化,優(yōu)勝劣汰。本文以C基金管理公司作為案例,研究其在營銷方面存在的問題,給出有效的營銷組合策略。本文通過對C基金管理公司的分析和研究,對其營銷現(xiàn)狀和客戶情況進行總結,再運用SWOT分析方法,對其進行剖析,分析公司的優(yōu)勢和劣勢以及市場的機會和威脅,并提出了營銷組合策略。本文運用了定量分析、定性分析以及實證分析的方法,結合大量的行業(yè)及公司數(shù)據,對基金市場和C基金管理公司進行分析,總結市場的營銷模式,挖掘出C公司在營銷方面存在的問題。本文采用SWOT分析方法對C基金管理公司進行了系統(tǒng)的分析,其優(yōu)勢在于優(yōu)秀的產品業(yè)績,穩(wěn)定的投研團隊;而劣勢在于公司品牌影響力不足,股東背景不強,產品缺乏競爭力。當前的基金市場同時也面臨著機會和威脅,機會在于證券市場的轉牛,互聯(lián)網金融帶來的機會,第三方獨立銷售機構的快速發(fā)展;而威脅來自于基金行業(yè)門檻的降低,投資者的不信任,投資者教育的不重視。綜合分析公司和市場的情況后,將C基金管理公司定位為獨具產品特色和競爭力的中小型基金公司。在C基金管理公司的產品組合營銷策略方面,運用了實證的方法,并結合實際的工作經驗,分別從產品、價格、渠道和促銷四個方面提出了可行的營銷策略和建議,為C基金管理公司的發(fā)展出謀劃策。
[Abstract]:After nearly 15 years of rapid development, the fund industry in China has become a competitive market. With the promulgation of the new fund law, the threshold of the public offering fund company license has been lowered, and the new fund company has been born. At the same time, along with the warming of the securities market, the fund industry appeared serious differentiation, survival of the fittest. This paper takes C fund management company as a case to study its marketing problems. Through the analysis and research of C Fund Management Company, this paper summarizes the current marketing situation and customer situation of C Fund Management Company, and then uses the SWOT analysis method to analyze it. This paper analyzes the strengths and weaknesses of the company and the opportunities and threats of the market, and puts forward the marketing mix strategy. This paper uses the methods of quantitative analysis, qualitative analysis and empirical analysis, combined with a large number of industry and company data. This paper analyzes the fund market and C fund management company and summarizes the marketing model of the market. This paper uses SWOT analysis method to analyze C fund management company systematically, its advantage lies in excellent product performance, stable investment and research team; But the disadvantage lies in the company brand influence is insufficient, the shareholder background is not strong, the product lacks the competition. The current fund market also faces the opportunity and the threat, the opportunity lies in the stock market turning bull. Internet finance brings opportunities for the rapid development of third-party independent sales agencies; The threat comes from the lower threshold of the fund industry, the distrust of investors, the lack of attention to investor education. After comprehensive analysis of the situation of the company and the market. C fund management company will be positioned as a unique product characteristics and competitiveness of small and medium-sized fund companies. In the C fund management company's product mix marketing strategy, the use of empirical methods, and combined with practical work experience. This paper puts forward some feasible marketing strategies and suggestions from four aspects of product, price, channel and promotion, and gives some suggestions for the development of C fund management company.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.39;F274

【引證文獻】

相關碩士學位論文 前1條

1 陳弋弋;我國開放式基金營銷策略研究[D];華東理工大學;2017年

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本文編號：1435473