后金融危机时期基金营销创新与营销风险管理

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。后金融危机时期,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。

Marketing Innovation and Marketing Risk Management of Fund in the Post-Financial Crisis

Open-ended mutual funds′ weak marketing has blocked its development.The fund-market competition will be more fierce in the post-financial crisis,so the marketing ability will be an important part of the fund companies′ core-competitiveness.The paper analyzes the main problems in fund marketing,suggests establishment of a diversified marketing philosophy which includes brand marketing,social marketing,relationship marketing,cultural marketing and so on.Only based on the marketing philosophy,can the fund companies enhance the core-competitiveness by reforming the marketing-strategies all-dimensionally and open up a new prospect of marketing.In view of the existing risks in marketing,I propose to improve and perfect the marketing risk management mechanism.