个人投资者视角基金销售平台服务水平比较研究

聚焦于基金销售服务水平,运用服务营销理论和熵权法测度权重的评价体系,采集202位基金投资者调查数据,对五类基金销售平台进行评价和分析。结果发现:一方面,便利性与个人投资者数量和年龄高度相关,具有一定投资经验的个人投资者更注重投资服务的便利性,在基金销售平台信誉增加的条件下,个人投资者对安全性、价格的敏感度会随着对便利性的敏感度的下降而下降;另一方面,评价结果表明,便利性、安全性和价格指标仍然是提升基金销售服务水平的重点,而个性化、响应与交互、专业程度指标受到的关注少,给投资者和销售平台带来的效益低。提出了互联网销售平台和移动支付平台需要提升服务的便利性和安全性;基金公司继续发挥专业优势,向"买方投顾"转型升级;银行柜台和券商柜台积极发展互联网金融基金销售模式等建议。

Comparative Study on the Fund Sales Platform From the Perspective of Individual Investors

This paper used the service marketing theory and the entropy weight method to evaluate five fund sales platforms on the base of the collection of 202 fund investors survey data,focusing on the fund sales service.The results showed that,on the one hand,convenience was highly correlated with the number and age of individual investors;the individual investors with certain investment experience paid more attention to the convenience of investment service.Under the condition of increasing the credibility of fund sales platform,the sensitivity of human investors to security and price would decrease with the decrease of sensitivity to convenience.On the other hand,security and price indicators were still the focus of improving the service level of fund sales,while the indicators of personalization,response and interaction,and professional degree,which brought low benefits to investors and sales platform,being paid less attention.Finally,according to the conclusion,the Internet sales platform and mobile payment platform needed to improve the convenience and security of services;the fund companies continued to give play to professional advantages to"buyer investment"transformation and upgrading;bank counters and brokerage counters actively developed the Internet financial fund sales model.