ClCssified Index: F710
U.D.C.: 338
A Dissertation for the Degree of MBA
RESEARCH ON THE PUBLIC FUNDS
MARKETING STRATEGY OF TF SECURITIES
HARBIN BUSINESS DEPARTMENT
Candidate：
Supervisor：
Rui, Chu
Prof. Ping, Tao
Academic DegreeApplied for： Master of Business Administration
Affiliation：
Harbin TF security department
December, 2020
Date of Defense：
Degree-Offering-Institution： Harbin Institute of Technology

哈尔滨工业大学工商管理硕士学位论文
摘要
金融是我国实体经济的巨大推动力，证券行业是金融的主力军，它不但
为众多上市企业提供了发展资金，而且对于稳定我国金融市场也起到了积极
的作用。代销公募基金是证券公司的一项重要业务。近年来，部分证券公司
通过获取公募牌照，积极布局公募基金业务。而公募基金经过 20多年的发展，
已经成为我国经济发展的重要资金保障，并表现出强劲的增长动力。 TF证券
公司目前的基金业务以代销公募基金产品为主，并取得了一定成绩。但近年
来TF证券哈尔滨营业部公募基金产品的市场份额停滞不前，销售增长乏力，
不利于企业的正常发展。因此本文对 TF证券哈尔滨营业部公募基金产品的营
销工作进行深入研究，希望对 TF证券哈尔滨营业部的发展提供一个崭新的思
路。
本研究针对 TF证券哈尔滨营业部的经营情况，尤其是公募基金营销进
行了深入的研究。证券业和基金都是舶来品，且在我国的发展时间较短，因
此对于国外相关研究的了解就十分必要，并以此作为本文的理论基础。此外，
本文通过对 TF证券哈尔滨营业部公募基金营销策略现状的分析，提出了哈
尔滨营业部在公募基金营销中存在的问题及背后的深层原因，主要包括产品
定位不准、产品设计不科学、价格机制僵化、渠道缺乏整合、营销管理缺位。
本文还对 TF证券哈尔滨营业部公募基金营销环境进行了分析，主要包括宏
观环境、行业环境、内部环境；最后基于以上分析制定了 TF证券哈尔滨营
业部公募基金营销策略和实施保障措施，营销策略主要是基于 STP理论及 4P
理论对哈尔滨营业部公募基金营销提出系统的、科学的理论指导和操作指导，
保障措施是为了更好的帮助企业落地和实施营销策略。
关键词：证券公司；公募基金；营销策略
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哈尔滨工业大学工商管理硕士学位论文
Abstract
Finance is a huge driving force of China's real economy, and securities
industry is the main force of finance. It not only provides development funds for
many listed companies, but also plays a positive role in stabilizing China's
financial market. Selling public funds on a commission basis is an important
business of securities companies. In recent years, some securities companies
have actively arranged the business of public funds by obtaining public offering
licenses. After more than 20 years of development, public funds have become an
important capital guarantee for China's economic development, and show strong
growth momentum. TF securities company's current fund business is mainly to
sell mutual fund products, and has made some achievements. However, in recent
years, the market share of mutual fund products of TF securities Harbin business
department is stagnant, and the sales growth is weak, which is not conducive to
the normal development of enterprises. Therefore, this paper makes an in-depth
study on the marketing of mutual fund products of TF securities Harbin business
department, hoping to provide a new idea for the development of TF securities
Harbin business department.
This paper studies the operation of TF securities Harbin business
department, especially the marketing of public funds. The securities industry and
fund are both imported products, and the development time in China is relatively
short. Therefore, it is necessary to understand the relevant research abroad and
take it as the theoretical basis of this paper. In addition, through the analysis of
the current situation of TF securities Harbin business department's public fund
marketing strategy, this paper puts forward the problems and the underlying
reasons in Harbin business department's public fund marketing, including
inaccurate product position, unscientific product design, rigid price mechanism,
and lack of channel integration and marketing management vacancy. This paper
also analyzes the public fund marketing environment of TF securities Harbin
business department, mainly including macro environment, industry environment
and internal environment. Finally, based on the above analysis, the marketing
strategy and implementation safeguard measures of TF securities Harbin business
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