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本文以私募基金管理公司——JF 公司为研究主体，针对该公司
私募基金产品缺乏有效营销策略的问题，对该公司产品营销过程中存
在的问题进行了分析，并结合市场营销相关理论有针对性地进行了产
品营销策略的研究与设计；其研究过程可以作为各私募基金管理公司
研究与设计其自身营销策略的参考案例，具体如下：首先，本文对私
募基金行业的前景、JF 公司的发展现状及产品营销存在的问题进行
了分析；其次，本文在对 JF 公司所处的外部环境及自身的内部环境
进行分析的基础上，发布调研报告；再次，本文根据调研报告得出的
数据对 JF 公司的基金产品进行了风格定位及市场定位；最后，本文摘要
II
以市场营销相关理论为指导并结合公司自身的营销实践，对 JF 公司
基金产品营销策略进行了研究与设计
在研究过程中，本文参阅了大量的文献资料、引用了详实的数据，
并综合运用了比较分析、定性分析和经验总结等方法对 JF 公司的产
品营销策略进行了探讨，希望通过本文的分析研究，为 JF 公司乃至
整个同类型的私募基金同行的产品营销提供一些有价值的理论指导
与借鉴意义
关键词 JF 公司 私募基金 市场定位 营销策略Abstract
I
Abstract
With the rapid development of China&39;s economy, the wealth of the residents of our
country continues to increase, and the demand for investment and financing is growing. Private
equity fund is a non-public way to raise funds for the establishment of the fund investors in
particular, has the weakness of high risk, strong points of high income and high capital threshold,
flexible investment strategy, and its position in the wealth management market is more significant;
for high net worth individuals, institutional investors and the capital market is very the important
significance of the prosperity and development of private equity funds. Based on its emerging and
particularity, the current research on the marketing strategy of private equity fund is very few, and
the short board of marketing may become the key factor restricting its further development.
In this paper, private equity fund management company - JF company as the research
subject, in the company of private equity funds lack of effective marketing strategy, to product
marketing of the company&39;s problems are analyzed, and combined with the related theory of
marketing is targeted for the research and design of product marketing strategy; the research
process can be as the private equity fund management company and its own marketing strategy
design reference case are as follows: firstly, the development status and Prospect of the product
marketing, the private equity industry, JF&39;s problems were analyzed; secondly, this article analyses
the exterior environment of JF company and its the internal environment of the company, the fund
products were analyzed by SWOT in this paper; again, fund products of JF&39;s style positioning And
finally, this paper studies and designs the marketing strategy of JF company based on the
marketing theory and the marketing practice of the company.
In the course of the study, this paper refer to a lot of literature, citing the detailed data,
and the integrated use of comparative analysis, qualitative analysis and experience summary
method of JF company&39;s marketing strategy is discussed, the author hopes that this paper provides
some valuable theoretical guidance and reference for the JF company and the private equity fund
industry fund products marketing.
Keywords JF company private equity fund market positioning marketing strategy
Xu Qiu Yang (MBA) Supervised by Liu Feng Tao目录
I
目录
摘要.......I
Abstract ...I
第一章 绪论......1
1.1 研究背景 ........1
1.2 研究内容.........3
1.3 研究方法.........3
第二章 相关理论概述..4
2.1 私募基金.........4
2.1.1 私募基金概念.4
2.1.2 私募基金产品的特性.6
2.2 私募基金营销的特性.6
2.2.1 营销理论.........6
2.2.2 私募基金 4P 营销理论...........7
第三章 JF 公司私募基金产品营销现状分析..9
3.1 私募现状和 JF 公司现状及产品.......9
3.1.1 私募行业现状.9
3.1.2 JF 私募基金公司现状...........9
3.1.3 JF 公司产品收益情况.........11
3.1.4 JF 公司私募基金产品营销所遇到的问题.11
3.2.JF 公司私募基金营销的竞争环境波特五力模型分析.....13
3.2.1 行业现有竞争状况...13
3.2.2 供应商议价能力.......14
3.2.3 客户议价能力...........15
3.2.4 替代产品或服务的威胁.......15
3.2.5 新进入者的威胁.......17
3.3 JF 公司私募基金营销的 SWOT 分析...........17
3.3.1 优势...17
3.3.2 劣势..17
3.3.3 机会...17
3.3.4 威胁...18
3.4 JF 公司私募基金营销的 STP 分析.18
3.4.1 JF 公司私募基金产品市场细分.....18
3.4.2JF 公司私募基金产品目标市场选择...........19
3.4.3 JF 公司私募基金产品的市场定位.20
第四章 针对 JF 公司私募基金调研报告分析..........21
4.1 调研目的.......21
4.2 调研思路.......21
4.3 研究设计.......21
4.3.1 调研问卷设计...........21目录
II
4.3.2 问卷发放与收集.......21
4.4 调研问卷的分析.......22
4.4.1 现有客户和潜
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