發(fā)布時(shí)間：2018-03-02 19:17

  本文選題：DX基金公司　切入點(diǎn)：營銷渠道策略　出處：《大連海事大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：2001年9月,華安基金成立了我國第一支開放式基金,我國基金業(yè)由此駛?cè)肓丝焖侔l(fā)展的軌道。目前,我國基金行業(yè)已經(jīng)逐步形成了以商業(yè)銀行為主的多元化營銷渠道體系,但各渠道之間發(fā)展極不均衡。隨著大資管時(shí)代的來臨,資產(chǎn)管理業(yè)出現(xiàn)了新常態(tài)。經(jīng)營環(huán)境的變化,使得基金公司原有營銷渠道的弊端制約公司發(fā)展的趨勢越來越突出。如何使?fàn)I銷渠道適應(yīng)新常態(tài),促進(jìn)公司的健康快速發(fā)展,成為國內(nèi)基金行業(yè)所面臨的共同問題,也是DX基金公司的首要問題。本文主要是對DX基金公司營銷渠道策略的改進(jìn)研究。以營銷渠道理論為指導(dǎo),借鑒國外發(fā)展共同基金的先進(jìn)經(jīng)驗(yàn),結(jié)合國內(nèi)金融業(yè)混業(yè)經(jīng)營的發(fā)展趨勢和互聯(lián)網(wǎng)金融的發(fā)展進(jìn)程,采用數(shù)據(jù)分析和實(shí)地調(diào)研的方法,對DX基金公司的營銷渠道現(xiàn)狀進(jìn)行全面分析,從營銷渠道結(jié)構(gòu)領(lǐng)域、營銷渠道行為領(lǐng)域和營銷渠道關(guān)系領(lǐng)域歸納出DX基金公司在營銷渠道上存在的問題,并進(jìn)一步提出營銷渠道策略改進(jìn)研究方案,例如優(yōu)化營銷渠道結(jié)構(gòu)、增強(qiáng)營銷渠道控制力和改進(jìn)營銷渠道成員關(guān)系等。同時(shí)還建議出臺政策支持全國性商業(yè)銀行放權(quán),放開一級分行基金代銷資格,允許與基金公司單獨(dú)簽約,從銀行內(nèi)部打破少數(shù)銀行掌握渠道權(quán)力的局面。
[Abstract]:In September 2001, Hua'an Fund established the first open-end fund in our country, which led to the rapid development of China's fund industry. At present, China's fund industry has gradually formed a diversified marketing channel system, which is dominated by commercial banks. However, the development of various channels is very uneven. With the advent of the era of large capital management, the asset management industry has emerged a new normal. It makes the malpractice of the original marketing channel of the fund company more and more prominent. How to adapt the marketing channel to the new normal and promote the healthy and rapid development of the company has become a common problem faced by the domestic fund industry. It is also the most important problem of DX fund company. This paper mainly studies the improvement of marketing channel strategy of DX fund company. Under the guidance of marketing channel theory, we draw lessons from the advanced experience of developing mutual fund in foreign countries. Combined with the development trend of mixed operation of domestic financial industry and the development process of Internet finance, this paper comprehensively analyzes the present situation of DX fund company's marketing channel by using the method of data analysis and field investigation, and analyzes the field of marketing channel structure from the aspect of marketing channel structure. The marketing channel behavior domain and the marketing channel relations domain summarizes the DX fund company in the marketing channel existence question, and further proposes the marketing channel strategy improvement research plan, for example, optimizes the marketing channel structure, Strengthening the control of marketing channels and improving the relationship between members of marketing channels, etc. At the same time, it is also suggested that policies should be issued to support nationwide commercial banks to delegate power, to liberalize the qualification of first-level branch funds to sell funds, and to allow individual contracts to be signed with fund companies. Break the situation that a few banks hold channel power from inside bank.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F832.39

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本文編號：1557823