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| 论文编号： | 9895 | |
| 作者编号： | 2220160647 | |
| 上传时间： | 2018/5/25 19:44:28 | |
| 中文题目： | BS基金公司市场策略改善研究 | |
| 英文题目： | Research on marketing strategy improvement of BS fund company | |
| 指导老师： | 李季 | |
| 中文关键字： | 公募基金；市场策略经营；产品；渠道 | |
| 英文关键字： | mutual funds; marketing channels; Product; Place | |
| 中文摘要： | 摘 要目前我国已经形成了各大金融机构共同竞争的资产管理市场策略，包括银行、信托、基金、保险、私募基金和券商资管等。在大资管时代的背景之下，公募基金近年来发展速度低于同类其他资管产品，主要源于其行业本身在市场策略定位上的缺陷，BS基金公司也需同样反思在新时代如何进行市场策略的改善保持行业领先的竞争力。首先本文从基金产业链的成员构成以及传统的市场策略营销4P理论出发，阐述基金公司市场策略经营策略需要从产品策略和渠道销售端进行分析，结合国内、外基金公司经营的现状，探讨BS基金公司现在存在的市场策略上的问题，收集分析了国内外公募基金公司的产品策略和营销渠道的特点，总结出BS基金公司市场策略的缺陷同时提出具体的改善措施，最后为了确保改善措施的实施提出改善建立内部实施制度的保障。本文不仅对BS基金公司当前的市场策略拓展提出了切实可行的策略，同时，在研究过程中将来源不同渠道的调研数据进行整合，于公司和部门而言，在未来BS市场策略经营策略决策上提供参考，不仅对BS基金公司也对公募基金行业的整体的发展也具有参考价值。关键词：公募基金；市场策略经营；产品；渠道 | |
| 英文摘要： | Abstract At present, China has formed the asset management market strategy that major financial institutions jointly compete with, including banks, trusts, funds, insurance, private equity funds, and asset management of securities firms. In the context of the era of big capital management, Public funds have been developing at a lower rate than other asset management products in recent years. This is mainly due to the defects in the market positioning of the industry itself. BS Fund also need to reflect on how to proceed in the new era. Improvements in market strategy to maintain industry-leading competitiveness. First of all, this paper starts from the formation members of the fund industry chain and the traditional market strategy 4P theory, expounds that the fund company's market strategy and business strategy need to be analyzed from the product strategy and sales channel strategy. Combined with the current situation of domestic and foreign fund companies to explore the BS Fund's existing market strategy tactics. Collected and analyzed the characteristics of domestic and foreign public fund companies' product strategies and marketing channels. Summed up the defects of the BS Fund's market strategy and put forward specific improvement measures. Finally, in order to ensure improvement measures, the internal implementation of the protection system needs to be done. This paper not only proposes a feasible strategy for the current market strategy development of BS Fund, but also integrates research data from different sources to provide business strategy decisions for companies and departments in the future of the BS Fund marketing strategy. Strategies are provided not only for the BS Fund companies but also for the overall development of the public fund industry. Key words: mutual funds; marketing channels; Product; Place | |
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