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论文编号：	14996
作者编号：	2320223850
上传时间：	2024/12/9 11:07:05
中文题目：	H基金公司Y货币基金产品营销策略研究
英文题目：	Research on the Marketing Strategy of Y Money Market Fund Product of H Fund Company
指导老师：	许晖
中文关键字：	H 基金公司；货币基金；营销策略；市场细分；绩效考核
英文关键字：	Y Fund Company; Money Market Fund; Marketing Strategy; Market Segmentation; Performance Appraisal
中文摘要：	公募基金在过去的 20 年里，实现了从无到有、从小到大的巨大发展。基金 规模从初期的 40 亿增长至近 20 万亿，基金管理人和基金数量大幅增加，业务模 式也日趋多元化。公募基金不仅成为资本市场的重要机构投资者，还逐渐大众化、 普及化，成为大众实现财富长期保值增值的重要理财工具。H 基金公司作为中国 资本市场的重要参与者，面临着国内外金融环境的显著变化及投资者需求的持 续演进。 本研究聚焦于 H 基金公司 Y 货币基金的营销策略，通过宏观环境分析、行业 比较、SWOT 分析及问卷调查等方法，深入剖析当前货币基金行业的挑战与机遇。 研究发现，尽管 Y 货币基金具备稳健的运营保障和合理的资产配置，但在渠道建 设、宣传活动与客户服务等方面仍存在提升空间。 针对分析结果，文章构建了一整套基于 STP 及 7Ps 营销理论的营销策略，包 括细分市场策略的进一步优化、目标市场的精准定位、差异化市场的精准营销等。 并提出了强化内部管理、构建客户管理系统、设计内部外部绩效考核、优化人才 结构及业务流程等一系列具体实施步骤，以确保营销策略的有效运营。研究成果 不仅可以对提升 H 基金公司的市场影响力和 Y 货币基金的市场竞争地位起到积 极的推动作用，也为同质化竞争激烈的货币基金营销提供了一定的理论与实践 指导。
英文摘要：	Over the past 20 years, public funds have achieved tremendous development, from scratch to a large scale. The fund size has grown from an initial 4 billion yuan to nearly 20 trillion yuan, with a significant increase in the number of fund managers and funds, and the business model has become increasingly diversified. Public funds have not only become important institutional investors in the capital market, but also gradually become popularized, serving as an important financial management tool for the public to achieve long-term wealth preservation and appreciation. As an important participant in China's capital market, H Fund Company is confronted with significant changes in domestic and international financial environments and the continuous evolution of investor needs. This study focuses on the marketing strategy of H Fund Company's Y Money Market Fund. Through macro-environmental analysis, industry comparison, SWOT analysis, questionnaire surveys, and other methods, it delves into the current challenges and opportunities faced by the money market fund industry. The study found that while the Y Money Market Fund boasts robust operational guarantees and reasonable asset allocation, there is still room for improvement in areas such as channel development, promotional activities, and customer service. Based on the analysis results, the article constructs a comprehensive marketing strategy grounded in STP (Segmentation, Targeting, Positioning) and 7Ps marketing theories. This includes further optimizing segmentation strategies, precisely targeting the market, and implementing precision marketing in differentiated markets. Furthermore, it proposes a series of concrete implementation steps such as strengthening internal management, establishing a customer management system, designing internal and external performance appraisal systems, optimizing talent structures, and refining business processes to ensure the effective operation of the marketing strategy. The research findings can not only positively boost H Fund Company's market influence and Y MMF's competitive position in the market but also provide theoretical and practical guidance for the marketing of money market funds amidst fierce homogenized competition.
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