【作者】 刘晶；

【导师】 赵泽斌；

【作者基本信息】 哈尔滨工业大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 自1998年3月第一家公募基金公司诞生以来,中国公募基金行业已历经22载,公募基金管理规模从0增加到17.8万亿,公募基金管理人也增至144家。伴随着公募基金行业的快速发展,TK基金作为这个行业的新生力量诞生于2015年4月,经过5年多的时间发展,管理基金规模从0增加到741亿,一跃成为一家中型规模的公募基金公司。管理规模的快速增长离不开强大的投资能力和营销渠道的大力推动,在投资能力方面,TK基金依托所在公司TK资产卓越的投资能力,获取了不错的投资业绩,在市场上取得一定投资口碑;营销渠道推动尽管取得一定的成效,但是仍然存在很多问题,因此营销渠道策略也是本文研究的重点。目前市场上公募基金主要销售渠道包括银行、互联网平台、券商等代销渠道,还有如APP、微信等自有线上渠道,TK基金如何结合自身的特点做大做强营销是本文重点关注的。本文以TK基金营销渠道作为研究对象,结合笔者超过十年的财富管理工作经验,首先对国内外基金营销渠道理论研究现状进行了分析,进而对TK基金营销渠道发展的现状和所处的环境进行分析,特别提出了目前内外部环境非常适合公募基金渠道发展。然后,通过对比和数据分析,找出TK基金在营销渠道中存在的一些问题和这些问题背后深层次原因,既有策略单一、人员配置不足等共性问题,也有内部定位不清晰等个性问题。最后,以理论与实际相结合,给出切实可行的改进策略和保障措施。希望通过本文的撰写,能够对TK基金未来营销渠道工作起到一定的帮助,能够尽快提升市场份额,同时,也对其他中小型基金公司渠道发展提供一定借鉴意义。更多还原

【Abstract】 Since the birth of the first mutual fund company in March 1998,China’s mutual fund industry has gone through 22 years,with the management scale of mutual fund from 0 to 17.8 trillion yuan,and 144 fund managers.With the rapid development of public fund industry,TK public fun d,as a new force in this industry,was born in April 2015.After more than five years of development,the scale of managed fund has increased from 0 to 74.1 billion,becoming a medium-sized public fund company.The rapid growth of management scale is inseparable from the strong investment ability and the strong promotion of marketing channels.In the aspect of investment ability,TK mutual relies on the excellent investment ability of TK assets of its parent company,which has achieved good investment performance and certain investment reputation in the market.Marketing channel strategy is the focus of this paper.At present,the main marketing channels of mutual funds in the market include banks and mutual funds Internet platform,brokerage and other sale s channels,as well as app,wechat and other self owned online channels,TK Fund how to combine their own characteristics to make marketing bigger and stronger is the focus of this paper.Based on TK fund marketing channel as the research object,combined with the author’s work experience in TK asset and wealth management industry,more than 10 years of work experience,first of all funds marketing channel theory research status at home and abroad are analyzed,and then to TK fund marketing channel development present situation and environment were analyzed,and especially puts forward the current internal and external environment is very suitable for public funds channel development.Then,through comparison and data analysis,some problems existing in the marketing channel of TK fund and the deep reasons behind these problems are found,including common problems such as single strategy and insufficient personnel allocation,as well as individual problems such as unclear internal positioning.Finally,by com bining theory with practice,the feasible improvement strategy and safeguard measures are given.It is hoped that the writing of this paper can play a certain role in the future marketing channel work of TK Fund,can improve the market share as soon as possible,and at the same time,can also provide some reference for the channel development of other small and medium-sized fund companies.更多还原