公募基金行业经过二十多年来的快速发展，依次经过了萌芽期、发展期、爆发期、 低迷期以及目前所处的转型发展期，而市场营销领域一直以来都是公募基金公司资产 管理业务发展的重要一环。随着资管业务的逐步改革及发展，原属于公募基金的领域 正在迎来银行、券商、信托、私募基金等多方的挑战。加之马太效应逐步凸显，中小 规模的基金管理公司普遍遇到了发展阶段的瓶颈。因此通过本次研究，尝试为同类型 公募基金公司的营销模式优化提供一定的发展建议及路径借鉴。 本文以Y基金管理公司为例，把国内公募基金行业的市场营销模式作为切入点， 主要应用文献分析法、数据分析法、案例分析法以及实地调研等方法进行研究。通过 PEST模型及波特五力模型等构建内外部宏观环境的分析模式，用以识别Y基金管理公 司的当前的经营风险，同时概括并总结了Y基金公司在现有营销模式上所存在的销售 渠道偏颇、产品创新能力欠缺、新兴销售领域开拓不足、激励促进制度不完善等多方 面的问题。并根据相关问题，进行理论分析，并针对性的作出了战略规划，指出公司 当前所面临的机遇与挑战。本文立足于Y基金公司营销模式的发展经验，基于产品、 费率、渠道、营销宣传四个维度拟出优化方案，整体优化意见如下，第一，扩大创新 产品投入；第二，夯实现有直销及代销合作伙伴，拓展新兴零售平台；第三，拟定合 理的费率模式，增加同质化产品的竞争力；第四，积极增加在新媒体、资深公众号的 曝光度，提高公司品牌知名度。最后制定相应的措施来保障其有效的实施。 关键词，公募基金；基金营销；PEST；波特五力模型；4PIII Abstract After more than 20 years of rapid development, the public fund industry has passed through the germination period, development period, explosion period, downturn period, and transformation and development period. The marketing field has always been the asset management business of public fund companies An important part of development. With the gradual reform and development of the asset management business, the fields that originally belonged to public funds are facing challenges from banks, securities firms, trusts, and private equity funds. Coupled with the Matthew effect gradually becoming apparent, small and medium-sized fund management companies generally encountered bottlenecks in the development stage. Therefore, this study attempts to provide certain development suggestions and path references for the optimization of the marketing model of the same type of asset management companies. This article takes the Y asset management company as an example, and uses the domestic public fund industry's marketing model as the entry point. It mainly uses literature analysis, data analysis, case analysis, and field research to conduct research. The internal and external macro-environment analysis models are constructed through the PEST model and the Porter Five Forces model to identify the current operating risks of the Y fund management company. At the same time, it summarizes and summarizes the sales of the Y asset company's existing marketing model. Channel bias, lack of product innovation capability, insufficient development of emerging sales areas, and imperfect incentive and promotion systems. Based on relevant issues, relevant theoretical analysis is carried out, and strategic analysis is targeted, pointing out the opportunities and challenges currently facing the company. Based on the development experience of the Y asset company's marketing model, this article draws up an optimization plan based on the four dimensions of product, rate, channel, and marketing promotion. The overall optimization opinions are as follows: first, to expand investment in innovative products; second, to achieve direct sales And sales agency partners to expand emerging retail platforms; thirdly, formulate a reasonable rate model to increase the competitiveness of homogeneous products; fourthly, actively increase exposure in new media and senior public accounts to provide company brand awareness. Finally, corresponding measures are formulated to ensure its effective implementation. Keywords: Public Offering of Fund; Fund Marketing; PEST; Porter Five Force Model; 4P目 录 致谢 ....................................................................................................................................I 摘要 .................................................................................................................................. II Abstract................................................................................................................................III 第 1 章 绪论 .........................................................................................................................1 1.1 选题背景及研究意义.................................................................................................1 1.1.1 选题背景 ..............................................................................................................1 1.1.2 研究的意义 ..........................................................................................................2 1.1.3 研究的目的 ..........................................................................................................3 1.2 公募基金行业文献综述.............................................................................................3 1.2.1 国外公募行业市场渠道的研究文献 ..................................................................3 1.2.2 国内公募行业市场渠道的研究文献 ..................................................................4 1.2.3 文献述评 ..............................................................................................................5 1.3 本文的创新、研究方法及基本框架.........................................................................5 1.3.1 本文的创新 ...........................................................................................................5 1.3.2 研究方法 ...............................................................................................................6 1.3.2 基本框架 ...............................................................................................................7 第 2 章 理论基础 .................................................................................................................9 2.1 STP 战略营销理论概述..............................................................................................9 2.1.1 市场细分（Segmentation） ................................................................................9 2.1.2 目标市场（Targeting）.......................................................................................9 2.1.3 目标市场定位（Positioning）..........................................................................10 2.2 4P 理论.......................................................................................................................10 2.2.1 产品策略 ............................................................................................................10 2.2.2 价格策略 ............................................................................................................11 2.2.3 渠道策略 ............................................................................................................11 2.2.4 营销策略 ............................................................................................................12 2.3 新 4P 营销理论.........................................................................................................13 2.3.1 人格化营销 ........................................................................................................13 2.3.2 自豪感营销 ........................................................................................................142.3.3 公众化营销 ........................................................................................................14 2.3.4 力量型营销 ........................................................................................................14 第 3 章 公募基金市场营销模式的环境分析 ...................................................................15 3.1 公募基金宏观环境分析...........................................................................................15 3.1.1 政治环境