我國(guó)公募基金管理公司渠道營(yíng)銷研究——以X基金管理公司為例.pdf

1、首都經(jīng)濟(jì)貿(mào)易大學(xué)博(碩)士學(xué)位論文我國(guó)公募基金管理公司渠道營(yíng)銷研究獨(dú)創(chuàng)性聲明本人鄭重聲明：今所呈交的《我國(guó)公募基金管理公司渠道營(yíng)銷研究一一以x基金管理公司為例》論文是我個(gè)人在導(dǎo)師指導(dǎo)下進(jìn)行的研究工作及取得的科研成果。盡我所知，文中除了特別加以標(biāo)注和致謝的地方外，論文中不包含其他人已經(jīng)發(fā)表或撰寫(xiě)的內(nèi)容及科研成果，也不包含為獲得首都經(jīng)濟(jì)貿(mào)易大學(xué)或其它教育機(jī)構(gòu)的學(xué)位或證書(shū)所使用過(guò)的材料。作粼聊舀日期刪6年廠月／3DEl關(guān)于論文使用授權(quán)的說(shuō)明本

2、人完全了解首都經(jīng)濟(jì)貿(mào)易大學(xué)有關(guān)保留、使用學(xué)位論文的有關(guān)規(guī)定，即：學(xué)校有權(quán)保留送交論文的復(fù)印件，允許論文被查閱、借閱或網(wǎng)絡(luò)索引；學(xué)?？梢怨颊撐牡娜炕虿糠謨?nèi)容，可以采取影印、縮印或其它復(fù)制手段保存論文。(保密的論文在解密后應(yīng)遵守此規(guī)定)作者簽嘲鋤導(dǎo)師簽名：鋤承日期砂揮r月了u日首都經(jīng)濟(jì)貿(mào)易大學(xué)博(碩)士學(xué)位論文我國(guó)公募基金管理公司渠道營(yíng)銷研究AbstractSince1998，thefirstpublicfundmanagementco

3、mpanyestablished，thefundindustryhasshownatrendofrapiddevelopment，thefundmanagementcompanyfromtheinitialfivetothecurrent104，showingsunriseindustryboomingmomentumofdevelopmentTheonlysourceofincomeisthefundmanagementfees，fu

4、ndcompaniesincreasedandsimilarproductsincreasingbringingmorechallengesinenhancingthescaleoffundforfundcompaniesChannelisthebridgebetweenthefundcompanyandtheinvestor，successfulchannelstrategywilldirectlyaffectthesizeofcha

5、ngesinfundoffundcompanies，eventhekeytofundcompanies’successorfailureThispaperusesliteratureresearch，dataanalysis，fieldinvestigationmethodandcasemethod，analysesthecurrentstatusofthedevelopmentstatusandchannelmarketingpres

6、entsituationandproblemsofChinasfundindustry，foundthatthecurrentChinasfundcompaniesexistoverrelianceonbankchannelmarketing，channelcontrolisnotstrong，crowdedchannels，productswithinthechannelconflict，lackofdynamicinchannels

7、trategyandconflictbetweenchannelsandfundmanagementgoalsandotherissues，proposingbuybanksharestostrengthendistributionchannels，aswellasmultichannelconstruction，strengthencoordinationandcommunicationwithchannelsandothermeas

8、urestostarttosolvetheproblem，offeringsomeconstructivesuggestionsInaddition，thispaperthroughcasestudymethodstudyXfundcompany’SchannelmarketingproblemsandgivessolutionsFirst，identifyopportunitiesandinsufficientofXfundcompa

9、nybySWOTanalysis，andthenwiththeirownadvantagesanddisadvantagesaswellasthecurrentstatusofmarketingchannels，proposepositioningchannelstrategyaccordingtothedifferentproduct，usethebrokerchanneltomaintenancehighnetworthclient