【摘要】：現(xiàn)代科學(xué)的發(fā)展,讓互聯(lián)網(wǎng)變得更安全、更快捷、更高速,這標(biāo)志著互聯(lián)網(wǎng)時(shí)代的到來�；ヂ�(lián)網(wǎng)時(shí)代的經(jīng)濟(jì)模式同樣得到了更大的改變,在基金行業(yè)也是如此。投資者隨著經(jīng)濟(jì)環(huán)境、生活方式、思維模式、行為規(guī)范的根本性改變,加上網(wǎng)絡(luò)的發(fā)展,基金公司的經(jīng)營模式和營銷環(huán)境也都發(fā)生了變化。一方面通過網(wǎng)絡(luò),基金公司可以更快速的將基金的宏觀信息、產(chǎn)品信息、理財(cái)課程等傳遞給境內(nèi)外的投資者,另一方面也可以直接通過網(wǎng)絡(luò)進(jìn)行基金的認(rèn)購,另外還可以通過網(wǎng)絡(luò)進(jìn)行基金公司和基金產(chǎn)品的推廣,吸引更多的投資者關(guān)注,獲得營銷影響,從而帶來投資者的認(rèn)購。 和所有行業(yè)的網(wǎng)絡(luò)營銷模式一樣,在網(wǎng)絡(luò)營銷方式多樣化的現(xiàn)在,如何搭建一個(gè)比較好的網(wǎng)絡(luò)營銷平臺(tái),如何運(yùn)用多種的營銷模式創(chuàng)造出“1+12”的效果是網(wǎng)絡(luò)營銷要思考的關(guān)鍵,也是現(xiàn)代企業(yè)市場營銷模式的主流。 本文先從大的經(jīng)濟(jì)環(huán)境中對(duì)普通企業(yè)的網(wǎng)絡(luò)營銷概念、特點(diǎn)、模式、存在的問題和解決方案進(jìn)行了全面的闡述,充分了解了網(wǎng)絡(luò)營銷的優(yōu)缺點(diǎn)。在公募基金公司的營銷推廣方面,其傳統(tǒng)銷售渠道是基金直銷、銀行等金融機(jī)構(gòu)代銷,但公募基金百分之百都建有自己的網(wǎng)站,如何通過互聯(lián)網(wǎng)為公司帶來基金的銷售則是關(guān)鍵,近些年來,公募基金公司在網(wǎng)絡(luò)推廣、網(wǎng)絡(luò)直銷上都取得了不小的成就,但是并不是十全十美的,還存在一些誤區(qū)。雖然基金公司的網(wǎng)絡(luò)營銷相關(guān)的法律法規(guī)尚不完善,但是利用網(wǎng)絡(luò)營銷可以取得更好的營銷成果,是公司的主要發(fā)展方向是必然的,因此,我們需要探討的是公募基金公司如何實(shí)現(xiàn)網(wǎng)絡(luò)營銷。 本文同時(shí)選用了M基金公司為主要案例,對(duì)M公司如何制定網(wǎng)絡(luò)營銷戰(zhàn)略,如何運(yùn)用現(xiàn)有的網(wǎng)絡(luò)手段如網(wǎng)站、搜索引擎、BBS社區(qū)、QQ群、微信、微博等,如何將這些手段共同建立網(wǎng)絡(luò)營銷平臺(tái),基民的網(wǎng)購行為有什么特性,針對(duì)這些情況M公司如何做到網(wǎng)絡(luò)營銷組合等問題進(jìn)行了深入探討。 本文重點(diǎn)探討了兩個(gè)主要問題：1、網(wǎng)絡(luò)現(xiàn)代化對(duì)現(xiàn)代企業(yè)和基金公司營銷帶來的影響和沖擊；2、M公司如何利用網(wǎng)絡(luò)做好全面營銷,以達(dá)到基金網(wǎng)絡(luò)直銷。本篇論文理論聯(lián)系實(shí)際,從實(shí)例出發(fā),探索基金公司的網(wǎng)絡(luò)營銷的平臺(tái)建立和策略組合,為相關(guān)的基金公司在網(wǎng)絡(luò)營銷設(shè)計(jì)上提供一定參考。
[Abstract]:The development of modern science makes the Internet more secure, faster and faster, which marks the arrival of the Internet era. The economic model of the internet age has also changed much more, too, in the fund industry. With the fundamental change of economic environment, life style, thinking mode, behavior standard, and the development of network, the management mode and marketing environment of fund company have also changed. On the one hand, through the network, fund companies can more quickly transfer the macro information, product information, financial management courses and so on of the fund to domestic and foreign investors. On the other hand, they can also subscribe to the fund directly through the network. In addition, fund companies and fund products can be promoted through the network to attract more investors' attention and obtain marketing influence, thus bringing investors' subscription. As with all industries, how to build a better network marketing platform in the present diversified network marketing mode, How to use various marketing models to create the effect of "112" is the key to the thinking of network marketing, and also the mainstream of modern enterprise marketing model. In this paper, the concept, characteristics, mode, existing problems and solutions of network marketing of ordinary enterprises are expounded comprehensively from the large economic environment, and the advantages and disadvantages of network marketing are fully understood. In the marketing and promotion of public offering fund companies, the traditional sales channels are fund direct selling, banks and other financial institutions selling on their behalf, but 100 percent of the public offering funds have their own websites. How to bring fund sales through the Internet is the key. In recent years, public offering fund companies have made great achievements in network promotion and network direct marketing, but they are not perfect, and there are still some misunderstandings. Although the laws and regulations related to the network marketing of the fund company are not perfect, the use of the network marketing can obtain better marketing results, which is the main direction of the company's development. Therefore, What we need to discuss is how the public offering fund company realizes the network marketing. At the same time, this paper selects M fund company as the main case, how to make the network marketing strategy, how to use the existing network means such as website, search engine, BBS community, QQgroup, WeChat, Weibo, etc. How to set up the network marketing platform together, what are the characteristics of the online shopping behavior of the people, and how to achieve the network marketing combination of M company are discussed in depth. This paper focuses on two main problems: 1, the impact and impact of the network modernization on the marketing of modern enterprises and fund companies, and 2) how to make good use of the network to do overall marketing in order to achieve the direct marketing of the fund network. This paper combines theory with practice, starting from an example, explores the platform establishment and strategy combination of the fund company's network marketing, and provides a certain reference for the related fund company in the network marketing design.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.39

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