大连理工大学专业学位硕士学位论文
摘
要
20世纪 80年代私募基金行业在中国市场开始萌芽发展，至今 30多年。随着我国股
票市场的逐步走强，国内基金行业取得飞速发展，私募基金也正式步入高速成长期。与
此同时，私募基金行业的竞争无疑也是剧烈的，良好的行业前景掀起了大量公募明星基
金经理、券商资管投资经理等专业人才的“奔私”浪潮，私募资管这块蛋糕的争夺战愈
演愈烈。此外，由于中长期看好中国市场投资机会，不少外资私募机构不断涌入，谋求
积极布局也令国内私募行业竞争局面更为严峻。对于行业先行者来说，虽然已经具备了
一定的先发优势例如渠道的拓展、行业人脉的建立、品牌的树立等方面，但是这种优势
并不绝对，并需要依靠不断的耕耘来维持在行业内的竞争力。
Q公司作为一家专业的基金管理机构，自成立以来一直以私募基金产品为主线，拥
有强大的投研团队，所成立的多期基金产品净值走势稳健。但伴随着竞争对手蜂拥而至，
新兴理财产品“百花齐放”的市场现状，如何开拓市场，采用何种营销策略改善企业目
前的营销瓶颈问题是摆在 Q 公司面前的首要任务。本文以 Q 公司为研究对象，以介绍
研究背景、目的与意义作为开篇，描述了本文的研究内容、研究方法及技术路线，然后
对 Q 公司的发展现状、团队建设、产品情况等进行了介绍，并总结出目前 Q 公司存在
产品结构单一，产品定价缺乏弹性及缺乏广泛的营销网络等方面的问题。其次，运用
PEST 分析法对公司进行了宏观环境分析，从行业现状以及行业前景两个角度进行了行
业环境分析，运用波特五力分析模型分析得到公司目前尚且处于复杂激烈的竞争环境
中。通过总结 Q 公司的内外部环境，运用 SWOT 分析模型来明确并得到公司的优劣势
以及企业竞争所遇到的机会与威胁。再次，针对 Q 公司私募基金产品的 STP 策略，即
市场细分、目标市场选择及市场定位，设计了 Q公司私募基金产品营销策略的改进措施，
包括产品改进、差异化定价、渠道优化、促销方式改进以及关系营销改进策略。文章的
最后，为保证营销策略的有效实施，提供了稳定人才队伍、加强企业文化建设以及完善
风险管理体系三种保障措施。
本文的研究内容和研究结论希望会引导 Q 公司在未来进行有效的营销管理并提高
其产品营销水平。此外也希望通过本文的研究，能够帮助提高 Q公司营销能力的同时，
也为私募基金同行提供有效的借鉴价值。
关键词：私募基金；市场定位；营销策略
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Q公司私募基金产品营销策略研究
Research on the marketing strategy of the private offering fund products of
Q company
Abstract
In the 1980s, the private equity fund industry began to sprout and develop in the Chinese
market, and has been developing for more than 30 years. With the gradual strengthening of
China's stock market, private equity funds have officially entered a period of rapid growth. At
the same time, whether from the perspective of the concentration of managers or the maturity
of the industry, the competition for private asset management cake is becoming more and
more intense. In addition, the continuous influx of many foreign private placement institutions
has also made the competition situation in the domestic private placement industry more
severe. For industry pioneers, although they have certain first mover advantages, they still
need to rely on continuous cultivation to maintain their competitiveness in the industry.
Q company, as a professional fund management organization, has been taking private
fund products as the main line since its establishment, and has a strong investment research
team. The net value trend of previous period fund products established by Q company is
stable. However, with competitors flocking to the market, how to develop the market and
what kind of marketing strategy to improve the current marketing bottleneck is the primary
task for Q.This paper takes Q company as the research object, combs the problems existing in
the fund products and marketing links of the company, and improves its existing marketing
strategies combined with the relevant theoretical basis of marketing. In this paper, we use
relevant analysis tools, such as Porter's five forces model, PEST analysis model and STP
theory, to fully investigate and comprehensively study the internal and external environment
of the company's current marketing environment, This paper analyzes the marketing
environment and product marketing decision of Q company's fund products. At the end of the
paper, aiming at the problems encountered by Q company, it formulates the improvement
measures of the company's marketing strategy, and provides three kinds of guarantee
measures to ensure the effective implementation of the marketing strategy.
In addition, I hope that through this study, it can help improve the marketing ability of Q
company, and also provide effective reference and reference value for private equity peers.
Key Words：Private Offering Fund; Market Positioning; Marketing Strategy
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大连理工大学专业学位硕士学位论文
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................. II
1 绪论.............................................................................................................................. 1
1.1 研究背景和意义................................................................................................. 1
1.2 研究方法与研究内容....................................................................................... 2
1.2.1 研究方法................................................................................................ 2
1.2.2 研究内容................................................................................................ 2
1.3 研究技术路线................................................................................................... 3
2 相关理论概述.............................................................................................................. 5
2.1 私募基金........................................................................................................... 5
2.1.1 私募基金概念及类型............................................................................ 5
2.1.2 私募基金产品特征及比较优势............................................................ 6
2.1.3 私募基金投资类型介绍........................................................................ 7
2.2 市场营销相关理论概述................................................................................... 8
2.2.1 市场营销与营销策略............................................................................ 8
2.2.2 波特五力模型........................................................................................ 8
2.2.3 STP理论................................................................................................ 9
2.2.4 市场营销理论...................................................................................... 10
3 Q公司发展现状及存在问题分析............................................................................ 12
3.1 Q公司发展状况............................................................................................. 12
3.1.1 Q公司现状.......................................................................................... 12
3.1.2 团队建设及投资理念.......................................................................... 13
3.1.3 Q公司产品风格定位.......................................................................... 14
3.1.4 产品收益情况...................................................................................... 14
3.2 Q公司目前存在问题..................................................................................... 16
3.2.1 产品结构存在的问题.......................................................................... 16
3.2.2 产品定价存在的问题.......................................................................... 18
3.2.3 营销管理存在的问题.......................................................................... 18
4 Q公司营销环境分析................................................................................................ 21
4.1 外部环境分析................................................................................................. 21
4.2 内部环境分析................................................................................................. 32
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。。。以下略