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论文编号：	2250
作者编号：	2120082479
上传时间：	2010/5/27 22:37:38
中文题目：	J基金管理公司营销策略研究
英文题目：	The Marketing Tactics Research of J Mutual Funds Company
指导老师：	张金成
中文关键字：	基金行业;产品营销;服务营销;营销策略
英文关键字：	Mutual Funds Trade; Product Marketing; Service Marketing; Marketing Tactics
中文摘要：	基金行业是一个朝阳行业，有着诱人的发展空间。在业外人士看来，我国基金行业处于垄断地位，自然有着相当高的投资回报率。假设一家注册资本1.5亿的基金公司，管理资产100亿，管理费率1.5%，那么一年时间就能收回投资。但现实却并非数据所显示的那么简单。由于我国基金公司由于过度依赖银行代销渠道，导致新发产品第一年、甚至第二年的利润都要上交银行，严重影响了基金行业的生存和发展，现有的营销模式改革势在必行。 随后本文从整体的金融市场出发，逐步缩小分析范围，最终聚焦于J基金管理公司。随后借助一些常用分析工具的帮助，尝试为J公司，这家在行业当中处于比较弱势竞争地位的公司提供一个破局的方案。经过分析比较，本文为J公司选择了价值创新战略，并提出了一些可供选择的操作方案。 本文为J公司所建议的策略，其实不仅适用于J公司，其实对于业内其他公司也有一定价值。由于我国目前金融产业格局的特殊性，很多金融企业都忽视了自己“创造价值”的根本使命，一味借助各种竞争手段争夺市场；忽视了客户对于金融行业的重要做用，甚至在利益分配上与客户争利。其实基金市场是一个非常容易扩展边界的市场领域，相对于传统的竞争视角，价值创新的思想将有更大的发展空间。
英文摘要：	Mutual funds trade is a sunrise industry which has an attracting future. As to those who doesn’t really work in this trade, since the mutual funds in China has such a few number of competitors, the returns must be very satisfactory. For example, a company with 150,000,000 registered capital, running 10 billion asset under its name, and the fee rate is 1.5%, the annual income will be 150,000,000, just as much as the registered capital. But in fact, it’s not really the truth. Mutual funds companies’ over-reliance on the banks as their distribution channels is making the banks ask for more and more fees, which has caused serious effect that even the survival of the mutual funds companies has become a questioning problem. Therefore, some changes must be taken place in the existing business model. Afterwards we analysis the whole financial markets, and then the mutual funds trade, and finally focus on J company we’re going to discuss. With the help of some analysis tools, we try to raise a suggesting strategy, which comes in the end to be the value innovation strategy. And we also put forward some optional plans after that. Although the analysis above is based on the J company, but in fact the innovation strategy we choose applies to almost every company in the mutual funds trade. As for the unique pattern of financial industry in China, many firms ignore the mission of value creation, but do everything they can to earn more market shares; they ignore the importance of their customers, but do everything they can to leech onto their fortune. In fact, the mutual funds trade is a market with a expansive margin, the future of the value innovation strategy can be assured.
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