本文關鍵詞： 基金 代銷 獨立基金銷售機構 營銷策略 4P　出處：《東華大學》2017年碩士論文　論文類型：學位論文

【摘要】：近年來,開放式基金在我國發(fā)展迅猛,開放式基金的代銷渠道也逐漸多樣化,相比較國際成熟市場,我國獨立基金銷售機構呈現(xiàn)出巨大的發(fā)展空間,本文旨在研究獨立基金銷售機構開展基金代銷業(yè)務的營銷策略選擇,對A公司的基金代銷業(yè)務有實際指導意義,同時對同業(yè)其他機構基金營銷策略有一定借鑒意義。目前,針對開放式基金的營銷策略研究大多以基金公司為研究主體,從產品、定價、促銷和渠道這四個角度來研究,針對渠道的研究多集中在銀行、證券公司等擁有大量理財客戶的傳統(tǒng)代銷機構,針對獨立基金銷售機構的基金代銷營銷策略提及甚少。本文以獨立基金銷售機構為研究主體,剖析其優(yōu)、劣勢及客戶特性,以期找到更適合獨立基金銷售機構的營銷之路。本文采用的研究方法包括:文獻研究法、比較分析法、調查分析法。以A公司為主要研究對象,運用相關理論和行業(yè)經驗,通過問卷調研和案例分析,研究并最得出如下結論:(1)獨立基金代銷機構據其客戶特性分為四種類型,但營銷策略表現(xiàn)出產品多樣化、持續(xù)新客戶培養(yǎng)、服務式營銷、低門檻低費率、產品概念簡化及場景化營銷共性;而其差異性主要體現(xiàn)在客戶定位和服務方式上。(2)結合A公司現(xiàn)狀及客戶調研結果分析,建議A公司從豐富產品、價格優(yōu)惠、常態(tài)促銷、拓展渠道、提升服務五個方面優(yōu)化改進。
[Abstract]:In recent years, the open-end fund has developed rapidly in our country, and the channel of the open-end fund marketing has gradually diversified. Compared with the international mature market, the independent fund sales organization of our country presents a huge development space. The purpose of this paper is to study the choice of marketing strategies for independent fund sales organizations to carry out fund sales business, which has practical guiding significance for the fund agent business of company A. At the same time, there is some reference to fund marketing strategy of other institutions in the same industry. At present, most of the research on open-end fund marketing strategy is based on fund company, from product, pricing. Promotion and channels of these four angles to study, the research on the channel is mostly focused on banks, securities companies and other traditional financial clients with a large number of traditional agencies. The marketing strategy of the independent fund sales agency is seldom mentioned. This paper analyzes the advantages, disadvantages and customer characteristics of the independent fund sales organization. The research methods used in this paper include: literature research method, comparative analysis method, investigation analysis method. Taking A company as the main research object. Using relevant theory and industry experience, through questionnaire investigation and case analysis, the paper studies and draws the following conclusion: 1) Independent fund agency can be divided into four types according to its customer characteristics. However, the marketing strategy shows product diversification, continuous new customer training, service marketing, low threshold and low rate, product concept simplification and scene marketing commonality. The difference is mainly reflected in the customer positioning and service mode. (2) combined with the current situation of company A and the analysis of customer survey results, it is suggested that A company from rich products, price concessions, normal promotion, expand channels. Improve the service in five aspects.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F832.51

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