2024届硕士专业学位研究生学位论文
分类号：学校代码：10269
密级：学号：71214407209
East China Normal University
硕士专业学位论文
Master's Degree Thesis (Professional)
互联网背景下Y 基金公司的营销策略
研究
院系：经济与管理学部专业学位教育中心
专业学位类别：工商管理硕士
专业学位领域：工商管理
论文指导教师：陈琳教授
学位申请人：代文斌
2023年11月25日
Thesis for Master’s Degree (Professional)in 2024
University code：10269
Student ID：71214407209
East China Normal University
Research on Marketing Strategy of Y Fund Company under
the Background of Internet
Department：Professional Degrees Education Center
Faculty of Economics and Management
Category：Master of Business Administration
Field：Business Administration
Supervisor：Prof.Chen Lin
Candidate：Dai Wenbin
November，2023
代文斌硕士学位论文答辩委员会成员名单
姓名职称单位备注
易凌峰教授华东师范大学主席
井淼副教授上海交通大学
李真副教授华东师范大学
摘要
随着国民经济飞速发展，人民理财意识逐渐提升，公募基金逐渐成为大众理财中
坚力量。传统银行销售渠道凭借庞大的营业网点及较大的理财用户基数，成为基金公
司主要的销售渠道。各基金公司对与银行的依赖程度也越来越高，导致营销费用一直
高居不下。而互联网金融科技的崛起，打破了这样的僵局，彻底改变了基金公司的营
销模式，投资者自身的诉求和对基金的看法也产生了本质上的变化。在这样的背景下，
如何紧抓互联网所带来的机会，实现自身规模的提升，是现在基金公司需要考虑的问
题。本文以Y 基金公司为例，对其互联网营销策略进行研究，以期能够帮助Y 基金
公司优化互联网营销策略，提升营销效率。
本文首先对Y 基金公司的外部环境进行了总结。然后，借助4Ps 理论总结了Y
基金公司目前的营销策略，并使用SWOT 分析法对基金行业的宏观环境、行业环境
以及营销现状进行了分析，在此基础上总结出公司营销过程中存在的管理规模排名下
滑、平台营销产品单一、规模增速低、品牌定位不清晰、营销手段创新力不强等问题。
然后通过调查问卷分析方法，分析出问题背后的原因。最后，分别从渠道、产品、促
销、价格等方面提出了优化策略。在渠道方面，应深化与大的互联网平台的合作，借
助平台天然优势充分挖掘营销机会。并同时拓展在一些较有潜力平台的运营。在产品
方面，应借助互联网的长尾效应，穿心布局各种特色产品，迎合互联网用户的需求，
提升Y 基金公司互联网平台的产品性能。在促销方面，应借助互联网的传播效应强
化Y 基金公司互联网平台的公共营销并进行线上引流。在价格方面，尝试一定的创
新，以期获得互联网渠道的投资者的喜爱。
本文通过对Y 基金公司在互联网渠道营销策略的研究，为Y 基金公司提供了一
些实用的建议，另外对于面临同样问题的同业也有一定借鉴意义，同时弥补了基金公
司互联网渠道营销理论分析的空白。
关键词：互联网金融，互联网营销，产品营销
I
Abstract
With the rapid development of the national economy and the gradual improvement of
people's financial awareness,public funds have gradually become the backbone of public
financial management.Traditional bank sales channels have become the main sales
channels of fund companies with huge business outlets and large financial user base.Fund
companies are increasingly dependent on banks,resulting in high marketing costs.The rise
of financial technologies such as the Internet,big data,cloud computing and artificial
intelligence has broken this deadlock and completely changed the marketing mode of fund
companies.Investors'demands and views on the fund have also changed in essence.In this
context,how to grasp the opportunities brought by the Internet and realize the
improvement of its own scale is an issue that fund companies need to consider.Taking Y
fund company as an example,this thesis studies its Internet marketing strategy,in order to
help y fund company optimize its Internet marketing strategy and improve marketing
efficiency.
This paper first summarizes the external environment of Y Fund Company.Then,the
4Ps theory is used to summarize the current marketing strategy of Y Fund Company,and
SWOT analysis is used to analyze the macro environment,industry environment and
marketing status of the fund industry.On this basis,it summarizes the problems existing in
the company's marketing process,such as declining management scale ranking,single
platform marketing products,low scale growth rate,unclear brand positioning,and weak
innovation in marketing means.Then through the questionnaire analysis method,analyze
the reasons behind the problems.Finally,the optimization strategy is put forward from the
aspects of channel,product,promotion and price.In terms of channels,we should deepen
cooperation with large Internet platforms,and fully tap marketing opportunities with the
natural advantages of platforms.At the same time,it will expand its operations in some of
the more promising platforms.In terms of products,we should take advantage of the long
tail effect of the Internet,lay out various characteristic products through the heart,meet the
II