本文選題：4Ps + 4Cs��； 參考：《蘭州大學(xué)》2012年碩士論文

【摘要】：自2001年第一只開放式基金華安創(chuàng)新基金成立至今,開放式基金在我國(guó)短短幾年的時(shí)間走過(guò)了國(guó)外幾十年的發(fā)展歷程。隨著基金管理公司的不斷設(shè)立、基金品種的相繼推出,開放式基金業(yè)粗放式的銷售已不能適應(yīng)日趨激烈的市場(chǎng)爭(zhēng)格局。各基金管理公司為擴(kuò)大管理規(guī)模、保持競(jìng)爭(zhēng)力,基金營(yíng)銷工作開始提到了戰(zhàn)略高度。由于我國(guó)的基金業(yè)十分年輕,目前可以借鑒的針對(duì)該行業(yè)的系性研究、營(yíng)銷理論研究少之又少。HX基金管理公司(下稱HX基金)作為中國(guó)證監(jiān)會(huì)首批批準(zhǔn)的、最早成立的基金管理公司之一,基金規(guī)模、營(yíng)銷工作一直處于國(guó)內(nèi)領(lǐng)先水平,研究其在開放式基金營(yíng)銷方面的經(jīng)驗(yàn)以及分析其不足之處,對(duì)其乃至整個(gè)基金行業(yè)都有著十分重要的借鑒意義。 本文以HX基金為案例,首先概述了我國(guó)開放式基金的概念、特點(diǎn),回顧了開放式基金的發(fā)展歷程,同時(shí)分析了我國(guó)開放式基金目前的行業(yè)現(xiàn)狀,其次闡述了我國(guó)開放式基金行業(yè)營(yíng)銷現(xiàn)狀及未來(lái)發(fā)展趨勢(shì)并引入相關(guān)營(yíng)銷理論,簡(jiǎn)單介紹了市場(chǎng)營(yíng)銷相關(guān)4Ps、4Cs、4Rs理論及網(wǎng)絡(luò)營(yíng)銷理論,然后從消費(fèi)者定位、基金產(chǎn)品、營(yíng)銷渠道、促銷方式、市場(chǎng)拓展、品牌戰(zhàn)略等方面對(duì)HX基金開放式基金營(yíng)銷現(xiàn)狀進(jìn)行了重點(diǎn)診斷、剖析,指出其存在的問(wèn)題,并對(duì)其進(jìn)行SWOT分析,最后結(jié)合SWOT分析結(jié)果及市場(chǎng)營(yíng)銷相關(guān)理論對(duì)于HX基金營(yíng)銷工作提出改進(jìn)策略,以網(wǎng)絡(luò)營(yíng)銷為主體的多渠道優(yōu)化策略、以高端客戶為主體的差異化營(yíng)銷優(yōu)化策略、市場(chǎng)化的促銷策略、產(chǎn)品組合優(yōu)化策略、及品牌提升的優(yōu)化策略等, 本文通過(guò)分析、研究HX基金公司營(yíng)銷問(wèn)題提出很多切實(shí)、可行的解決辦法,如在分析基金行業(yè)營(yíng)銷未來(lái)發(fā)展時(shí)提出“第三方銷售”平臺(tái)概念,并對(duì)比國(guó)外成熟市場(chǎng),闡述基金行業(yè)營(yíng)銷未來(lái)發(fā)展“第三方銷售”平臺(tái)的可行性和必要性,同時(shí)分析基金營(yíng)銷“第三方銷售”平臺(tái)的優(yōu)勢(shì)及劣勢(shì),為我國(guó)基金行業(yè)將來(lái)發(fā)展基金“第三方銷售”平臺(tái)提供理論借鑒。 HX基金通過(guò)多年發(fā)展已成為業(yè)內(nèi)最具盛名的基金公司之一,但其一直注重研究團(tuán)隊(duì)建設(shè),忽視營(yíng)銷團(tuán)隊(duì)的研究發(fā)展,本文對(duì)其營(yíng)銷組合策略創(chuàng)新研究相信能夠?yàn)槠涮峁┫嚓P(guān)借鑒,為其不斷壯大、保持行業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)提供必要理論基礎(chǔ)。
[Abstract]:Since the first open fund Huaan innovation fund was established in 2001, the open fund has gone through several decades of development in a few years in China. With the continuous establishment of the fund management companies and the successive introduction of the fund varieties, the extensive sales of the open-end fund industry can not adapt to the increasingly fierce market competition pattern. In order to expand the management scale and maintain the competitiveness of the fund management companies, the fund marketing work began to mention the strategic height. As China's fund industry is very young, it is currently available for reference to the Department's research on the industry, and the marketing theory is rarely studied by the.HX fund management company (hereinafter referred to as the HX Fund) as the first approval of the China Securities Regulatory Commission, One of the earliest fund management companies, the scale of the fund, and the marketing work have been in the leading level in China. It is of great significance to study its experience in the marketing of open fund and to analyze its shortcomings.
Taking HX fund as a case, this paper first summarizes the concept and characteristics of open fund in China, reviews the development process of open fund, analyses the current industry status of open fund in China, then expounds the current marketing status and future development trend of our open fund industry and introduces related marketing theories, and briefly introduces the city. Field marketing related 4Ps, 4Cs, 4Rs theory and network marketing theory, and then from the consumer positioning, fund products, marketing channels, promotion mode, market expansion, brand strategy and other aspects of the HX fund open fund marketing status of the key diagnosis, analysis, points out its existing problems, and SWOT analysis, and finally combined with the results of SWOT analysis. And marketing related theories for the HX fund marketing work to improve strategies, network marketing as the main body of multi-channel optimization strategy, high-end customer based differentiation marketing optimization strategy, marketing strategy, product combination optimization strategy, and brand promotion optimization strategy, etc.
Through the analysis, this paper puts forward many practical and feasible solutions to the marketing problems of HX fund companies, such as the concept of "third party sales" in the analysis of the future development of the fund industry, and the comparison of foreign mature markets, and the feasibility and necessity of the future development of the "third party sales" platform in the marketing of the fund industry. This paper analyzes the advantages and disadvantages of the "third party sale" platform of the fund marketing, and provides theoretical reference for our fund industry's future development fund "third party sales" platform.
HX fund has become one of the most famous fund companies in the industry through years of development, but it has been paying attention to the research team construction and neglecting the research and development of marketing team. This paper believes that it can provide some reference for its marketing combination strategy innovation research, and provide the necessary theoretical basis for its continuous expansion and maintaining the competitive advantage of the industry.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.51

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本文編號(hào)：2112514