【作者】 王丹；

【导师】 吴芳；

【作者基本信息】 上海财经大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 随着金融市场的不断发展,越来越多的投资理财产品出现在市场中,其中最为广大投资者所熟知的就是各类基金产品:货币基金、混合基金、股票型基金、商品型基金、债券型基金等。商品期货ETF基金就是属于商品型基金,是以持有对应的商品期货合约为投资策略并跟踪商品期货价格走势的ETF基金。商品期货ETF作为新的ETF品种将成为大类资产配置的重要工具,其与股票、债券等其他资产类别的相关性较低,为投资者进行大类资产配置提供了新的工具。商品期货ETF的出现,不仅是我国基金行业的创新,同时也是整个期货行业的机会。目前我国的基金销售市场以银行、券商、基金公司直销以及包括天天基金、蚂蚁金服等在内的第三方销售机构为主要参与者,各方在基金销售市场上各有优势形成了非常激烈的竞争。部分期货公司自2013年以来陆续取得基金销售资格,加入到基金产品销售的市场竞争中,但由于期货公司客户群体的规模较小以及技术、成本投入等方面因素制约,期货公司的基金产品销售业务并未取得很好的效果。本文以营销学基本理论为基础,以JT期货公司为对象,研究探讨如何在商品期货ETF产品上市的市场环境下,结合JT期货公司基金产品营销现状及存在的问题分析,运用服务营销策略相关理论,制定和实施JT期货公司商品期货ETF产品服务营销策略。更多还原

【Abstract】 With the continuous development of the financial market,more and more investment and financial tools appear in the market,among which the most familiar to investors are all kinds of funds: Monetary Fund,hybrid fund,stock fund,commodity fund,bond fund and so on.Commodity futures ETF is a commodity fund,which came out relatively late.It can be said that it has only entered people’s vision in recent years.Commodity futures ETF refers to the ETF fund that takes holding the corresponding commodity futures contract as the investment strategy and tracks the price trend of commodity futures.Up to now,there are three commodity futures ETFs listed in the domestic market,namely: Huaxia feed soybean meal futures ETF,Jianxin Yisheng Zhengshang exchange energy and chemical futures ETF and Dacheng nonferrous metals futures ETF.As a new ETF variety,commodity futures ETF will become an important tool for large-scale asset allocation.It has low correlation with other asset categories such as stocks and bonds,which provides a new tool for investors to allocate large-scale assets.The emergence of commodity futures ETF is not only an innovation of China’s fund industry,but also an opportunity for the whole futures industry.Commodity futures ETFs provide investors with low threshold,professional and convenient investment tools to participate in the commodity futures market,which can not only meet the diversified asset allocation needs of all kinds of investors,but also help to improve the liquidity and investor structure of the commodity futures market and promote the healthy development of the commodity futures market.At present,China’s fund sales market takes banks,securities companies,direct sales of fund companies and third-party sales institutions including Tiantian fund and ant financial service as the main participants.All parties have their own advantages in the fund sales market,forming a very fierce competition.Since 2013,some futures companies have successively obtained the fund sales qualification and joined the market competition of fund product sales.However,due to the small scale of the customer group of futures companies and the constraints of technology,cost investment and other factors,the fund sales business of futures companies has not achieved good results.Based on the basic theory of marketing and taking JT futures company as the object,this paper studies and discusses how to formulate and implement the marketing strategy of JT futures company’s commodity futures ETFs under the market environment of commodity futures ETF products listing,combined with the analysis of the current situation and existing problems of JT futures company’s fund marketing,and using the relevant theories of marketing strategy,respectively from the aspects of products,price,channel,promotion,personnel,service process and tangible display strategy,and build corresponding measures to ensure the smooth implementation of marketing strategies and better achieve marketing objectives.更多还原