南方开放式基金营销中的问题及对策研究
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摘要
自2001年第一只开放式基金华安创新基金成立至今,开放式基金在我国以短短几年的时间走过了国外几十年的发展历程。随着基金管理公司的不断设立,基金品种的相继推出,开放式基金业粗放式的销售已不能适应日趋激烈的市场竞争格局。各基金管理公司为扩大管理规模,保持竟争力,基金营销工作开始提升到了战略高度。由于我国的基金业十分年轻,目前可以借鉴的针对该行业的系统性研究、营销理论研究少之又少。南方基金管理公司(下称南方基金)作为中国证监会首批批准的、最早成立的基金管理公司,基金规模、营销工作一直处于国内领先的水平,研究其在开放式基金营销方面的经验、分析其不足之处,对其他基金公司乃至整个基金行业都有十分重要的借鉴意义。
本文以南方基金为案例,首先对市场营销相关理论4Ps、4Cs、4Rs理论及其发展更替、网络整合营销理论做以简要介绍,回顾了我国开放式基金的发展历程,概括了我国开放式基金目前的行业竞争格局和营销现状,然后对南方基金的开放式基金营销现状进行了重点剖析,指出了其营销中存在的问题:较单一渠道是制约南方基金发展的软肋;客户服务已经无法满足增长的需要;以及促销策略单一、产品同质化、品牌意识淡薄等弊端。最后运用前文所述市场营销相关理论,对南方基金营销进行了SWOT分析,提出改进策略:建立多元化渠道营销模式,加强传统代销渠道的渠道管理,大力推进网络直销建设;细分客户,优化非人工服务系统,对高价值客户提供差异化服务;加强品牌管理;提出市场化的促销方案及全方位的产品策略。
本文的研究重点放在渠道的多元化建设和客户服务的改进方面。
通过分析和研究,本文认为基金营销对南方基金公司来说是十分必要也是十分重要,是保持其竞争优势的重要因素。
Since the year 2001 the first pen-ended fund, Hua An pioneering fund was launched, the open-ended fund has undergone the development during the past several years which has been achieved in tens of years in foreign.With the establishment of the fund companies , a variety of fund has been promoted in succession ,however, extensive sales of open-ended fund is unable to meet the increasingly fierce market competition .For the enlargement of management scale and the improvement of the competitive strength, many fund companies have laid emphasis on the marketing strategy .However, the fund industry in china is at such a young stage that there is almost no systematic study in connection with the industry, let alone the theoretical studies on marketing. As one of the first to fund management firms approved by the Chinese securities Regulatory Commission. As the China Southern Fund Management Co., Ltd kept high quality of the marketing strategy of open-ended fund, it is worth studying its experience in the open-ended fund sales.
First of all ,on the basis of the theory of 4Ps, 4Cs, 4Rs and the theory of network integration Marketing, this paper introduces the history of the development ,the situation of competition and the current marketing of the open-ended fund in china Then it carries out ample analysis on the current sales situation of the open-ended fund of the Southern Fund and points out the problems in the process of sales, Involves from the product, brand ,distribution,promotion and customer service. Based on the marketing theories, the countermeasures is put forward in view of the current issues: it is necessary for the Southern Fund to broaden the sales channels and strengthen the development of the network marketing ,structure customer subdivides mode,offer diverse service to the high-valued customer, provide special fund establish market oriented promotion strategy and Product strategy, strengthen brand management.
The improvement of customer service and the sales channels are discussed as emphasis in this paper.
Through analysis and research it is not difficult to come to the conclusion that Marketing Strategy is thoroughly important as well as indispensable to the Southern Fund, which is the key element to put the Southern Fund in the first-class fund corporations.
本文以南方基金为案例,首先对市场营销相关理论4Ps、4Cs、4Rs理论及其发展更替、网络整合营销理论做以简要介绍,回顾了我国开放式基金的发展历程,概括了我国开放式基金目前的行业竞争格局和营销现状,然后对南方基金的开放式基金营销现状进行了重点剖析,指出了其营销中存在的问题:较单一渠道是制约南方基金发展的软肋;客户服务已经无法满足增长的需要;以及促销策略单一、产品同质化、品牌意识淡薄等弊端。最后运用前文所述市场营销相关理论,对南方基金营销进行了SWOT分析,提出改进策略:建立多元化渠道营销模式,加强传统代销渠道的渠道管理,大力推进网络直销建设;细分客户,优化非人工服务系统,对高价值客户提供差异化服务;加强品牌管理;提出市场化的促销方案及全方位的产品策略。
本文的研究重点放在渠道的多元化建设和客户服务的改进方面。
通过分析和研究,本文认为基金营销对南方基金公司来说是十分必要也是十分重要,是保持其竞争优势的重要因素。
Since the year 2001 the first pen-ended fund, Hua An pioneering fund was launched, the open-ended fund has undergone the development during the past several years which has been achieved in tens of years in foreign.With the establishment of the fund companies , a variety of fund has been promoted in succession ,however, extensive sales of open-ended fund is unable to meet the increasingly fierce market competition .For the enlargement of management scale and the improvement of the competitive strength, many fund companies have laid emphasis on the marketing strategy .However, the fund industry in china is at such a young stage that there is almost no systematic study in connection with the industry, let alone the theoretical studies on marketing. As one of the first to fund management firms approved by the Chinese securities Regulatory Commission. As the China Southern Fund Management Co., Ltd kept high quality of the marketing strategy of open-ended fund, it is worth studying its experience in the open-ended fund sales.
First of all ,on the basis of the theory of 4Ps, 4Cs, 4Rs and the theory of network integration Marketing, this paper introduces the history of the development ,the situation of competition and the current marketing of the open-ended fund in china Then it carries out ample analysis on the current sales situation of the open-ended fund of the Southern Fund and points out the problems in the process of sales, Involves from the product, brand ,distribution,promotion and customer service. Based on the marketing theories, the countermeasures is put forward in view of the current issues: it is necessary for the Southern Fund to broaden the sales channels and strengthen the development of the network marketing ,structure customer subdivides mode,offer diverse service to the high-valued customer, provide special fund establish market oriented promotion strategy and Product strategy, strengthen brand management.
The improvement of customer service and the sales channels are discussed as emphasis in this paper.
Through analysis and research it is not difficult to come to the conclusion that Marketing Strategy is thoroughly important as well as indispensable to the Southern Fund, which is the key element to put the Southern Fund in the first-class fund corporations.
引文
[1]中国证券业协会.证券投资基金.中国财政经济出版社,2005,1-42
[2]菲利普·科特勒.市场营销原理:分析、计划和控制.上海人民出版社,1990
[3]菲利普·科特勒.营销管理.中国人民出版社, 2001
[4] Jerome McCarthy,Russen S.Winer Principles of Marketing .ChinaMachine Press,1999,15
[5]艾略特·艾登伯格.文武等译.4R营销.企业管理出版社,2003,1
[6] Rafi A.Mahammed,Robert J.Fisher,Bernard J.Jaworski et.al .Inuilding Advantage in a Networked Economy .China Financial & Economic Publishing,2004,69-163
[7]中国证监会.开放式证券投资基金试点办法. http://news.stockstar.com/info/darticle.l
[8]汪涛.合资、本土、银行系三分天下《基金法》千呼万唤始出来. 21世纪经济报道,2007年10月22日
[9]付建利.外资加速在中国基金业跑马圈地.证券时报, 2007年4月23日
[10]佚名.千亿基金,谁能永续称王.基金观察.2008年1月3日
[11]吴清桦.券商纷纷出招鏖战基金分仓市场.证券时报,2007年12月11日
[12]肖奎喜.海外开放式基金营销渠道的创新及其启示.金融经济,2007,12
[13]弘文.持续营销主导基金资产规模大跃进.上海证券报,2008年1月16日
[14]何寒熙,谢卫.对基金管理公司营销策略的认识与思考.财贸经济. 2002,9
[15]戴新华,张强,肖奎喜.拓展我国开放式基金营销渠道的对策思考.金融教学与研究. 2006,3
[16]罗森布洛姆.宋华等译.营销渠道.中国人民大学出版社,2004,212-391
[17]周颖.华安基金:“电子商务”做足营销功夫.金融营销.2006,9
[18]中国证券投资基金年鉴.2007年度中国基金持有人调查报告.中国证券投资基金年鉴.2008,3
[19] Jill Dyche.The CRM Handbook. People's University of China Press.2004,5
[20] Tina Harrison.Financial Services Marketing. ChinaMachine Press. 2004,164
[21]罗纳德SS.姚成龙等译.客户关系管理.中国经济出版社,2004,6
[22]吴健安,郭国庆,钟育赣.市场营销学.高等教育出版社,2003,275-295
[23]威廉·A·科恩,刘宝成译.市场计划.中国人民大学出版社,2006,70
[24]菲利普·科特勒,杨清豪译.营销管理.上海人民出版社,2003,340-377
[25]克里斯托弗.H.洛夫洛克,陆雄文等译.服务营销.中国人民大学出版社,2002,336-349
[26]凯文·莱恩·凯勒,李乃和等译.战略品牌管理.中国人民大学出版社,2006,200-226
[27]约翰·奥科诺,史达主译.电子化营销.东北财经大学出版社. 2005,190-201
[28]胡姝婕.浅谈开放式基金的在线管理.北方经贸. 2004,11
[2]菲利普·科特勒.市场营销原理:分析、计划和控制.上海人民出版社,1990
[3]菲利普·科特勒.营销管理.中国人民出版社, 2001
[4] Jerome McCarthy,Russen S.Winer Principles of Marketing .ChinaMachine Press,1999,15
[5]艾略特·艾登伯格.文武等译.4R营销.企业管理出版社,2003,1
[6] Rafi A.Mahammed,Robert J.Fisher,Bernard J.Jaworski et.al .Inuilding Advantage in a Networked Economy .China Financial & Economic Publishing,2004,69-163
[7]中国证监会.开放式证券投资基金试点办法. http://news.stockstar.com/info/darticle.l
[8]汪涛.合资、本土、银行系三分天下《基金法》千呼万唤始出来. 21世纪经济报道,2007年10月22日
[9]付建利.外资加速在中国基金业跑马圈地.证券时报, 2007年4月23日
[10]佚名.千亿基金,谁能永续称王.基金观察.2008年1月3日
[11]吴清桦.券商纷纷出招鏖战基金分仓市场.证券时报,2007年12月11日
[12]肖奎喜.海外开放式基金营销渠道的创新及其启示.金融经济,2007,12
[13]弘文.持续营销主导基金资产规模大跃进.上海证券报,2008年1月16日
[14]何寒熙,谢卫.对基金管理公司营销策略的认识与思考.财贸经济. 2002,9
[15]戴新华,张强,肖奎喜.拓展我国开放式基金营销渠道的对策思考.金融教学与研究. 2006,3
[16]罗森布洛姆.宋华等译.营销渠道.中国人民大学出版社,2004,212-391
[17]周颖.华安基金:“电子商务”做足营销功夫.金融营销.2006,9
[18]中国证券投资基金年鉴.2007年度中国基金持有人调查报告.中国证券投资基金年鉴.2008,3
[19] Jill Dyche.The CRM Handbook. People's University of China Press.2004,5
[20] Tina Harrison.Financial Services Marketing. ChinaMachine Press. 2004,164
[21]罗纳德SS.姚成龙等译.客户关系管理.中国经济出版社,2004,6
[22]吴健安,郭国庆,钟育赣.市场营销学.高等教育出版社,2003,275-295
[23]威廉·A·科恩,刘宝成译.市场计划.中国人民大学出版社,2006,70
[24]菲利普·科特勒,杨清豪译.营销管理.上海人民出版社,2003,340-377
[25]克里斯托弗.H.洛夫洛克,陆雄文等译.服务营销.中国人民大学出版社,2002,336-349
[26]凯文·莱恩·凯勒,李乃和等译.战略品牌管理.中国人民大学出版社,2006,200-226
[27]约翰·奥科诺,史达主译.电子化营销.东北财经大学出版社. 2005,190-201
[28]胡姝婕.浅谈开放式基金的在线管理.北方经贸. 2004,11