营销风险管理基金市场营销的特征基金营销方案.pdfVIP

研究 COMMERCIAL RESEARCH 张东云 ( 河南师范大学 经济与管理学院, 河南新乡 453007) : 开放式基金的市场营销环节非常薄弱, 制约了基金业的发展 金融危机时期, 基金业 市场竞争更加激励, 基金的营销能力成为基金公司核心竞争力的重要组成部分本文分析了基 金营销中的主要问题, 提出建立基金业品牌营销社会营销关系营销文化营销等多元化营 销理念只有在此基础上对营销策略进行全方位的改革和创新, 才能打开基金营销的新局面, 有效提高基金公司的核心竞争力针对基金营销过程中产生的主要风险, 提出了建立健全基金 营销风险管理机制的相关建议 : 开放式基金; 营销理念; 营销风险 M arketing Innovation and M arketing R isk M anagem ent of Fund in the P o st- F inancial Crisis ZHANG Dong- yun (School of Economics andM anagem en,t H enanN ormal University, inxiang 453007, China ) A bstract: Op n- nd d m utual funds w ak m ark ting has block d its d v lopm nt. Th fund- m ark t comp tition w ill b mor fi rc in th post- financial crisis, so th m ark ting ab ility w ill b an mi portan t part of th fund com pa n i s cor - com p titiv n ss. Th pap r analyz s th m ain prob l m s in fund m ark ting, sugg sts stab lishm nt of a d i v rsifi d m ark ting ph ilosophyw hich includ s brand m ark ting, socialm ark ting, r lationsh ip m ark ting, cu ltu ralm ar k ting and so on. Only bas d on th m ark ting ph ilosophy, can th fund compan i s nhanc th cor - com p titiv n ss by r form ing th m ark ting- strat gi s all- d mi nsionally and op n up a n w prosp ct ofm ark ting. In vi w of th x isting risks in m ark ting, I propos to mi prov and p rf ct th m ark ting risk m anag m nt m chan ism. K ey w ords: op n- nd d fund; mark ting philosophy; m ark ting risk ( , ) , , , , 2006 , 2007, 2008 2010 10, 61 !, , 700, 245 , , , 20% , , , ! , 2010 10, 13, , , 18, , ,