随着资管新规的正式颁布，国内所有资管产品的估值方法都将完全变成净值 化模式，这意味着未来所有资管产品同质化将日益严重，国内资产管理业务也将 进入一个新的竞争时代。尤其是商业银行设立理财子公司开展公募理财业务将会 是基金公司最大的竞争对手，基金公司的客户营销工作将面临新的挑战，也使得 基金公司对营销工作的重视程度将再一次被提高到新的高度。 宝盈基金管理有限公司作为老牌基金管理公司，虽然发展过程比较曲折，但 也经过了国内资本市场发展的大起大落，也曾有过辉煌发展的历史。论文以宝盈 基金作为研究对象，以金融服务营销理论、关系营销理论和 4R 营销理论作为理 论研究基础，通过采用文献研究法、数据分析法、访谈法和问卷调查法等，对宝 盈基金的营销现状进行了诊断和分析，发现公司存在产品布局不合理、投研与销 售缺乏有效联动、营销体系内部发展缺少有效配合等诸多问题。因此在资管新规 的背景下，论文提出宝盈基金应以客户为中心，从关联、反应、关系和回报四个 方面对公司的营销策略进行了优化，并在优化策略的基础上制定了方案实施要点 和保障措施。 宝盈基金营销策略优化的内容主要有四点：第一，通过建立客户投诉“零秒 响应”机制、优化公司内部跨部门沟通机制以及建立客户经理客户目标责任制， 提高对客户的响应速度；第二，通过与代销渠道形成整合营销战略联盟、与客户 建立投研交流共享机制和与客户建立资源共享机制来加强与客户的关系；第三， 通过完善产品线、产品差异化定价以及邀请客户共同参与设计，通过产品和服务 与客户产生关联；第四，通过优化营销渠道、建立科学的内部投研人员培养体系， 为渠道合作伙伴及客户带来稳定回报。 宝盈基金管理有限公司的营销现状与大多数中小型基金公司的特征基本相 仿，因此，论文提出的宝盈基金营销策略的优化不仅可以对本公司市场开发和绩 效提升有着积极的推动作用；论文分析问题和解决问题的思路和方法对于资管新 规背景下的其它中小型基金公司在营销管理方面经验也可以提供借鉴参考；同时 也丰富了 4R 等关系营销理论在基金产品营销领域的应用，这对后续从事研究基 金欧亿·体育（中国）有限公司营销发展的学者提供实践借鉴。 关键词：资管新规；基金公司 ；基金营销；4R 理论EMBA 学位论文 作者：王斌 资管新规背景下宝盈基金的营销策略研究 II RESEARCH ON MARKETING STRATEGY OF BAO YING FUND UNDER THE BACKGROUND OF NEW REGULATION Abstract With the official promulgation of the new asset management regulations, the valuation methods of all domestic asset management products will completely become the net value model, which means that the homogenization of all asset management products will become increasingly serious in the future, and the domestic asset management business will also enter. A new era of competition. In particular, the establishment of a financial management subsidiary by a commercial bank to conduct public fundraising will be the biggest competitor of the fund company. The fund company’s customer marketing work will face new challenges, and the fund company’s emphasis on marketing will be raised again. New height. Baoying Fund Management Co., Ltd., as an old-fashioned fund management company, has experienced a tortuous development process, but it has also experienced the ups and downs of the development of the domestic capital market and has a history of brilliant development. The paper takes Baoying Fund as the research object, and uses financial service marketing theory, relationship marketing theory and 4R marketing theory as the theoretical research basis. By using literature research method, data analysis method, interview method and questionnaire survey method, etc. The status quo of marketing has been diagnosed and analyzed. It is found that the company has many problems such as unreasonable product layout, lack of effective linkage between investment research and sales, and lack of effective coordination in the internal development of the marketing system. Therefore, in the context of the new rules of asset management, the paper proposes that Baoying Fund should be customer-centered, optimize the company's marketing strategy from four aspects: relevance, response, relationship and return, and formulate on the basis of optimization plan. Program implementation points and safeguards. Baoying Fund's marketing strategy optimization program has four main points: First, improve customer response time by recommending customer complaintsEMBA 学位论文 作者：王斌 资管新规背景下宝盈基金的营销策略研究 III “zero-second response” mechanism, optimizing internal inter-departmental communication mechanism, and establishing customer manager customer target responsibility system. Secondly, through the formation of integrated marketing strategic alliance with the agency channel, the establishment of investment and research sharing and sharing mechanism with customers and the establishment of resource sharing mechanism with customers to strengthen the relationship with customers; Third, through the improvement of product lines, product differentiation pricing and invitations Customers participate in the design, and associate with customers through products and services. Fourth, through the optimization of marketing channels, the establishment of a scientific internal investment research staff training system, to bring stable returns to channel partners and customers. The marketing status of Baoying Fund Management Co., Ltd. is basically similar to that of most small and medium-sized fund companies. Therefore, the Baoying Fund marketing strategy optimization plan proposed by the paper can not only positively promote the market development and performance improvement of the company; The problem and the solution to the problem can also provide reference for the experience of other small and medium-sized fund companies in the background of the new rules of marketing management. It also enriches the application of 4R and other relationship marketing theories in the field of fund product marketing. Provide practical reference for scholars who are engaged in the marketing development of research fund industry. Keywords: New regulations on asset management, Fund companies, Fund marketing, The 4R theoryEMBA 学位论文 作者：王斌 资管新规背景下宝盈基金的营销策略研究 IV 目 录 中文摘要 ....................................................................................................I Abstract ...................................................................................................... II 第一章 前言 ............................................................................................1 1.1 研究背景与意义.............................................................................................. 1 1.1.1 研究背景 ...................................................................................................1 1.1.2 研究意义 ...................................................................................................3 1.2 研究内容与方法.............................................................................................. 3 1.2.1 研究内容 ...................................................................................................3 1.2.2 研究方法 ...................................................................................................4 1.3 技术路线.......................................................................................................... 5 1.4 论文的创新点.................................................................................................. 6 第二章 基础理论与研究综述................................................................7 2.1 资产管理业务及其估值.................................................................................. 7 2.1.1 资产管理业务与产品的内涵 ...................................................................7 2.1.2 基金估值方法简述 ...................................................................................8 2.2 资管新规的内容与影响.................................................................................. 9 2.2.1 资管新规的内容 .......................................................................................9 2.2.2 资管新规的影响 .....................................................................................10 2.3 基金公司营销的基础理论............................................................................ 11 2.3.1 金融服务营