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论文编号：	2794
作者编号：	2120082382
上传时间：	2010/12/2 13:41:31
中文题目：	互联网时代我国指数基金营销策略研究
英文题目：	Marketing Strategy for index fund in the Internet Era in China
指导老师：	吴晓云教授
中文关键字：	指数基金,营销,网络营销,微博
英文关键字：	index fund,marketing,internet marketing,microblog
中文摘要：	当今,没有一家金融机构忽视互联网的力量,无论它是作为分销渠道和信息源,还是作为客户关系构建工具和品牌打造利器。当前，中国的互联网用户已达4亿，比美国的人口数量还要多。投资者利用互联网进行投资和了解投资信息的比重不断上升。 过去十年,中国资本市场上指数基金发展迅速。2002年，我国第一支指数基金开始发行。到2009年底，我国指数基金规模已达3408.2亿元。目前，基金市场资产净值最大的基金，即为一支跟踪沪深300指数的指数基金。 指数基金在中国大陆呈现跨越式发展的同时,也面临着一些营销中的困境：产品同质化现象严重, 销售渠道过度依赖银行代销,产品的定价没有明显差异,顾客忠诚度低,更多地体现出工业时代产品的营销特征。 本文从营销理论以及指数基金运作相关理论出发,分析我国当前指数基金发展现状及营销中存在的问题, 提出了今后我国指数基金的产品营销和网络营销策略。 全文共分六章。 第一章，绪论，概述了本文的研究背景，提出了本文的研究目的，描述了本文的研究方法和研究框架。 第二章，相关理论回顾。本章就指数基金运作的理论基础和营销组合、网络营销理论做了精要性回顾，提出对当前营销理论丛林的思考。 第三章，我国指数基金发展现状及营销中存在的困境。在界定指数基金并分析指数基金盈利模式的基础上，梳理我国指数基金发展现状,概述当前指数基金营销中的困境。 第四章，以投资者需求为中心的产品营销策略。本章以产品组合的四度理论为工具，以投资者的需求为中心，结合当前指数基金行业现状，提出以下三个产品策略：基于不同的利基市场，加速成熟标的指数的股票型指数基金产品的发行；定位储户市场，推出固定收益指数基金产品；把握投资基金行业发展趋势，大力发展交易所交易指数基金（ETF）产品。 第五章，指数基金网络营销策略。本章提出网络营销的三个策略：网络直销、web 2.0营销传播和客户关系管理。 第六章为结论与建议。
英文摘要：	Today, every financial organization have recognized the power of the internet. Whether it is as the distribution channel and the source of information, or as the tool of customer relationship building and branding. At present, China's Internet users have reached 400 million, even more than the population of the United States. The proportion of investors using the Internet for investment and investment information is also rising. Over the past decade, index fund industry has developed quickly in the china capital market. In 2002, china has the first index fund. In the end of 2009, the value of index funds has totaled 340.82 billion yuan. Currently, the largest fund is an index fund tracking the CSI 300 Index. The index fund had leaped over the past years. Meantime, it had also faced some dilemmas: the product are homogeneous, the distribution is heavily relying on bank sales, the price strategy doesn’t exist obvious difference, and the customer loyalty is low. The status quo of index fund marketing reflected the character of traditional industrial eras. The theme was based on the marketing mix and index fund theories, analyzed the current development of index fund and the existing marketing problems in china. Then, it put forward a product marketing stratgey and a internet marketing stratgey for the further coming index fund marketing. The theme has six chapters. In chapter one, it introduces the research background, outlines the objective, and describes the research methodology and research framework. In Chapter two, it reviews the relevant theory. Firstly, it recalls the fundamental theory of the index fund operation. Then, it examines the marketing mix, digital marketing, and social net marketing theory. it also puts some thinking about the current jungle of marketing theory. In Chapter three, it analysises the current development of china index fund and the existing marketing dilemmas. Firstly, it defines the index fund, and analyzes the profit model of index fund company. Then, it summarizes the current development of index funds. Finally, it identifies the index fund marketing dilemmas. In Chapter four, it proposes the investor-centered product marketing strategy. From product aspect, the index fund manager should give an in-depth investigation and an investor behavior analysis for issuing an customer-oriented product. The index fund manager’s tactics include: issuing more kind of index fund to shape a comprehensive index fund family basing on different niche marekets, issuing fixed-income index fund which the potential customers are depositors, and issuing more ETF index funds for grasping the investment fund industry trends. In Chapter five, it outlines internet marketing strategy for the index fund. This chapter presents three strategies of network marketing: internet direct selling, web 2.0 communications marketing and customer relationship management. Chapter six, conclusion and suggestion.
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