本文選題：天弘基金　切入點(diǎn)：營銷策略　出處：《大連海事大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：本文主要研究了天弘基金管理有限公司在基金營銷中存在的問題及對應(yīng)的營銷策略。通過對該基金公司基金營銷問題和策略的一系列理論研究,找到行業(yè)營銷策略發(fā)展的方向特別是中小基金公司制勝的營銷策略,為中小基金公司營銷策略提供有益的思路和創(chuàng)新。 我國基金行業(yè)經(jīng)歷了從無到有,從有到大的過程,但是以往的研究多關(guān)注基金投資的操作,而對基金營銷研究不多,基金行業(yè)的營銷水平相對不高。營銷工作的重點(diǎn)在于產(chǎn)品的結(jié)構(gòu)設(shè)計(jì),而對基金營銷重視程度不夠。在行業(yè)發(fā)展遇到困境時,如何給投資者提供專業(yè)的金融理財(cái)服務(wù),如何進(jìn)行基金產(chǎn)品的營銷顯得尤為重要。 本文從最基本的市場營銷學(xué)理論入手,結(jié)合證券投資基金的相關(guān)理論,回顧了我國基金行業(yè)的發(fā)展和營銷現(xiàn)狀。根據(jù)天弘基金公司具體案例,找到其基金營銷策略中的不足及問題。將市場營銷學(xué)的理論與具體的基金營銷實(shí)踐,將理論運(yùn)用到實(shí)踐中,為中小基金公司提供可借鑒的思路和方向。 本文主要運(yùn)用市場營銷學(xué)的一般理論,結(jié)合大量公開的行業(yè)數(shù)據(jù)分析天弘基金的基金營銷策略。運(yùn)用宏微觀營銷環(huán)境分析、SWOT模型和4P理論等市場營銷學(xué)理論對天弘基金進(jìn)行分析,重點(diǎn)分析天弘基金的市場營銷環(huán)境,企業(yè)的優(yōu)劣勢、潛在威脅和發(fā)展機(jī)會,發(fā)現(xiàn)天弘基金公司在營銷中存在產(chǎn)品線單一、價(jià)格機(jī)制不靈活、渠道過分依賴銀行等問題,再充分結(jié)合國內(nèi)外的研究成果從產(chǎn)品、價(jià)格、渠道、促銷四個方面對天弘基金公司的營銷提出相應(yīng)的策略。特別是利用天弘基金固定收益類產(chǎn)品的優(yōu)勢轉(zhuǎn)變營銷思路,采用差異化的策略進(jìn)行營銷,以期在行業(yè)發(fā)展困境中提升營銷水平,為投資者提供穩(wěn)健、值得信賴的金融產(chǎn)品和服務(wù)。
[Abstract]:This paper mainly studies the problems existing in the fund marketing of Tianhong Fund Management Co., Ltd and the corresponding marketing strategies, through a series of theoretical research on the fund marketing problems and strategies of the fund company. Find out the direction of the development of the industry marketing strategy, especially the marketing strategy of the small and medium-sized fund companies, and provide beneficial ideas and innovations for the small and medium-sized fund companies. The fund industry in our country has experienced a process from scratch to existence, but previous studies have focused more on the operation of fund investment than on fund marketing. The marketing level of fund industry is relatively low. The emphasis of marketing work lies in the structure design of products, but the degree of attention to fund marketing is not enough. How to carry on the fund product marketing appears to be particularly important. Starting with the most basic marketing theory and combining the relevant theories of the securities investment fund, this paper reviews the development and marketing situation of the fund industry in China. Find out the deficiency and problems in the fund marketing strategy, apply the theory and the concrete fund marketing practice to the practice, provide the way of thinking and direction for the small and medium-sized fund company to use for reference. This paper mainly uses the general theory of marketing, Combined with a large number of open industry data, this paper analyzes the fund marketing strategy of Tianhong Fund. It analyzes the marketing environment of Tianhong Fund by using the SWOT model and 4P theory, and focuses on the analysis of the marketing environment of Tianhong Fund. Advantages and disadvantages of enterprises, potential threats and development opportunities, it is found that Tianhong Fund Company has problems in marketing, such as single product line, inflexible pricing mechanism, excessive reliance on banks for channels, and then fully combining domestic and foreign research results from products and prices. The marketing strategy of Tianhong Fund Company is put forward in four aspects of channel and promotion. Especially, the advantage of Tianhong Fund's fixed income products is used to change the marketing thinking, and the differentiated strategy is used to carry out marketing. In order to improve the level of marketing in the difficult development of the industry, to provide investors with sound, reliable financial products and services.
【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】：2012
【分類號】：F832.5

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李中晶;張健;;現(xiàn)代酒店服務(wù)營銷策略研究[J];科技風(fēng);2008年19期

2 趙春雨;;中小企業(yè)網(wǎng)絡(luò)營銷策略研究[J];市場周刊(理論研究);2009年05期

3 江涌;;農(nóng)村信用合作金融機(jī)構(gòu)銀行卡營銷策略研究[J];西部金融;2010年01期

4 高志杰;;自主品牌汽車營銷策略研究[J];經(jīng)營管理者;2010年17期

5 王玉杰;;“植入式廣告”探微[J];新聞世界;2010年11期

6 杜朝輝;;基于顧客價(jià)值的商業(yè)性健身俱樂部營銷策略研究[J];現(xiàn)代商業(yè);2011年17期

7 陸e，

本文編號：1599508