在中国,证券投资基金仍处于少年期,但在这十余年来,基金业的迅猛发展,

对中国金融体系尤其是商业银行己经产生了重要的影响;而在全球,证券投资基

金的种类、数量、规模已达到了前所未有的高度,其作为金融体系中的重要一员,

在国民经济中发挥着显著的作用。对普通大众而言,基金已经超过国债成为最主

要的理财工具,基金的受众将越来越广泛。

本文基于商业银行相关业务、基金行业相关内容的研究成果,结合市场营销相

关理论,运用文献研究法、案例分析法、实地调研法、定性和定量方法等研究方

法对当前基金行业国内外现状、国内外基金业务进行研宄,找寻我国商业银行基金

业务发展的途径,力求在分析当前商业银行及其基金业务发展现状的基础上,运用

在云南大学MBA学习到的市场营销相关理论及知识,以A商业银行基金业务为

例,深入调研,分析其当前存在的问题,并提出科学的发展策略,进一步增强A商

业银行基金业务的核心竞争力,为其他商业银行基金业务的发展做一个参考。

关键词:基金业务,商业银行,资产管理,投资理财

RESERCH ON THE DEVELOPMENT OF A COMMERCIAL

BANK FUND CONSIGNMENT BUSINESS

ABSTRACT

In China, the securities investment fund is still in the juvenile period, but in these

ten years, the rapid development of industry, to the financial system, especially the

commercial bank of China has produced important influence; Globally, amount and type

of securities investment funds, the scale has reached an unprecedented height, as an

important member in the financial system, plays a significant role in the national

economy. For the general public, the firnd has been instead of the national bounds of

China as the main financing tools, in the near fiiture, The more and more people will

select fimd as their investment tools mainly.

Based on the related business of commercial bank, fund industry related contents

of research results, combined with marketing related theory, using the method of

literature research, case analysis, field investigation, the methods of qualitative and

quantitative method for the current fund industry at home and abroad to study the

present situation, the domestic and foreign fund business, looking for ways to our

country commercial bank funds, business development, strive to based on the analysis

of current status of commercial Banks and fimd business development, on the basis of

using in yunnan university MBA learn marketing related theory and knowledge, A

commercial bank fund business, for example, in-depth research and analysis of the

current existing problems, and put forward scientific development strategy, further

enhance the core competitiveness of A commercial bank fimd business, for other ftmds

to A reference on the development of commercial Bmiks.

KEYWORDS : Fund business,Commercial banks,Assets management,Investment