本文關(guān)鍵詞： 資管私募基金產(chǎn)品 人際傳播 路演傳播 投資者教育 傳播工具　出處：《南京大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：證券公司資產(chǎn)管理私募基金產(chǎn)品(以下簡(jiǎn)稱資管產(chǎn)品或資管私募產(chǎn)品)因受自身行業(yè)特色和法律法規(guī)限制,在進(jìn)行營(yíng)銷傳播時(shí)有別于傳統(tǒng)金融產(chǎn)品。首先,資管產(chǎn)品生產(chǎn)方和消費(fèi)方缺乏共通的意義空間,信息傳播受到阻礙;其次,諸多法律法規(guī)限制資管私募基金產(chǎn)品面對(duì)普通消費(fèi)者進(jìn)行宣傳推廣;第三,資管產(chǎn)品銷售人員的個(gè)人溝通能力參差不齊,極大影響營(yíng)銷效果。本文從傳播學(xué)角度出發(fā),以A證券公司私募FoF產(chǎn)品基金寶為對(duì)象,設(shè)計(jì)出一套針對(duì)證券公司資管私募產(chǎn)品的營(yíng)銷方案。本方案首先介紹了私募基金的相關(guān)概念和市場(chǎng)現(xiàn)狀,通過(guò)剖析產(chǎn)品供需及行業(yè)走勢(shì)梳理出基金寶產(chǎn)品的賣點(diǎn),在此基礎(chǔ)上針對(duì)分析過(guò)程中歸納的問(wèn)題,設(shè)計(jì)了包括投資者教育手段,詳細(xì)的路演傳播和人際傳播方案,以及一整套標(biāo)準(zhǔn)化的輔助傳播工具等產(chǎn)品傳播全生命周期解決方案。
[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.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.51;F274
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本文編號(hào)：1527043