摘要
F基金公司网上直销客户细分及客户服务策略研究
摘要
在我国经济发展的大环境下，基金理财产品的丰富以及各家基金公司
的逐渐壮大发展，理财产品间各家公司无明显差异。随着越来越多的人开
始接触基金投资，对基金产品的逐渐熟识，与此同时，基金投资人对综合
金融服务的需求也逐渐强劲。因此，为了在激烈的竞争中更好的赢得投资
人的关注与信任，越来越多的基金公司不仅希望通过扩宽营销渠道，完善
销售策略等措施，在激烈的竞争中取胜。同时也希望通过个性化和差异化
的服务来满足消费者，而提供服务的关键是客户细分和客户服务的有效结
合。
本文首先根据国内外的相关学术文献，分析了基金公司网上直销的必
要性，同时总结了相关细分客户的方法和理论，为后文的研究提供了基础，
然后基于F基金的公司的网上直销现状进行进一步分析，得出主要是因为
转型不彻底、技术投入不足、客户挖掘不足、业务推广不足等等几个原因
导致了企业的有效客户少，市场占比份额上，从而得出基于客户细分，进
行分类服务，研发创新产品是企业发展的必要关键，基于此，本文通过动
态模型的构建，以决策树实现了客户的细分，将客户分类分为高净值客户、
高质量客户、高频定投客户与普通客户，依据客户的特征不同，制定的不
同策略。如基于客户关系理论提出了构建关系营销服务体系，基于让渡价
值理论提出了唤醒沉默客户，基于差异化理论提出了指定不同产品、不同
服务。并基于有效客户细分模式的思路，提出了对流失客户的细分，以此
提出了不同类型客户挽留的对策。
本文认为，企业要提高基金公司的市场竞争力作为最终目标，优化客
户细分模型的服务策略。不断提高服务营销水平来促进我国基金投资发展，
提供一定的理论参考价值。
关键词:基金，网上直销，客户细分，客户服务，策略研究
I

ABSTRACT
RESEARCHONONLINEDIRECTSELLING
CUSTOMER SEGMENTATIONAND
CUSTOMERSERVICEAPPROACHOF F
FUNDCOMPANY
ABSTRACT
In the environment of China's economic development, with the wealth of
fund financial products and the gradual growth and development of various
fund companies, there is no obvious difference between various financial
products.As more and more people begin to contact with fund investment,
gradually familiar with fund products, and at the same time, fund investors'
demand for comprehensive financial services is also gradually
strong.Therefore, in order to better win the attention and trust of investors in
the fierce competition, more and more fund companies not only hope to win in
the fierce competition by expanding the marketing channels, improve the sales
strategy and other measures.It also hopes to meet consumers through
personalized and differentiated services, and the key to providing service is
the effective combination of customer segmentation and customer service.
This paper is based on the relevant literature in abroad, Analyzing the
necessity of online direct selling of fund companies, The methods and theories
of the relevant subdivided customers are also summarized, It provides the
basis for the post-article research, Then the current situation of online direct
selling of companies based on F fund is further analyzed, It is mainly due to
the incomplete transformation, insufficient technology investment, insufficient
customer mining, insufficient business promotion and other reasons, leading
III
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