MBA教育中心知识库

随着国家综合实力的提高和资本市场的迅猛发展，基金业也随之迎来了蓬勃发展，各式各样种类繁多的基金逐渐被广大人民认知和接受，人们的参与度也越来越高，投资者通过基金产品参与到国家建设发展，也通过基金投资获取投资收益。

在基金行业蓬勃发展的背景下，作为基金市场中的重要组成部分——证券公司，或者称为券商，主要通过代销、托管、参股基金公司等方式直接或间接参与基金市场，券商在人们印象中是以股票交易为主营业务，然而伴随股票市场的波动性和交易佣金不断下滑，传统业务收入下滑严重。于是都纷纷重视起日益壮大的基金市场，通过基金资产配置既可以带来多元化的创收，还可以减缓客户资产在市场中的波动性。因此，基金销售被证券行业越来越重视，进而研究证券公司的基金销售策略具有重要的现实意义和应用价值。

本文以国泰君安证券甘肃分公司基金销售策略作为研究案例，搜集整理了国内外现有基金销售策略相关的文献资料，认真分析了甘肃分公司基金销售策略现状，通过PEST分析、SWOT分析法研究公司内外部环境及态势，结合向全体员工发放问卷调查分析当前基金销售策略中存在的销售和管理问题，通过基于4R和4I营销理论、构建精细化服务体系改进销售问题、利用PDCA循环理论和期望理论等方法完善管理问题，最后通过实施与赋能、技术和风控作为实施与保障，具有现实意义和应用价值。

With the improvement of the country's comprehensive strength and the rapid development of the capital market, the fund industry has also ushered in vigorous development. A wide variety of funds are gradually recognized and accepted by the general public, and people's participation is also getting higher and higher. Investors participate in national construction and development through fund products, and also obtain investment income through fund investment.

In the context of the vigorous development of the fund industry, as an important part of the fund market, securities companies, or securities dealers, directly or indirectly participate in the fund market mainly through consignment, trusteeship, equity participation in fund companies and other means. Securities dealers are under the impression that they are mainly engaged in stock trading. However, with the volatility of the stock market and the continuous decline of trading commissions, the traditional business income has declined seriously. Therefore, they all pay attention to the growing fund market. Fund asset allocation can not only bring diversified income, but also slow down the volatility of customer assets in the market. Therefore, fund sales are paid more and more attention by the securities industry.

This paper takes the fund marketing strategy of Guotai Junan Securities Gansu Branch as a research case, collects and sorts out the literature related to the existing fund sales strategy at home and abroad, carefully analyzes the current situation of the fund sales strategy of Gansu Branch, studies the internal and external environment and situation of the company through PEST analysis and SWOT analysis, and analyzes the sales and management problems existing in the current fund sales strategy in combination with the questionnaire survey issued to all employees, Based on the 4R and 4I marketing theories, the refined service system is constructed to improve the sales problems, and the PDCA cycle theory and expectation theory are used to improve the management problems. Finally, the implementation and empowerment, technology and risk control are taken as the implementation and guarantee, which has practical significance and application value.