摘要近年来开放式基金在我国迅速发展，但基金公司之间的竞争却日趋激烈。面对新发基金不断增多、基金产品趋同化严重、银行渠道异常拥挤、基金销售难度不断加大等严峻的市场形势，基金公司不得不把销售作为公司运营的重点环节，而去年淘宝基金的上线为基金公司提供了新的销售渠道。为了促进我国开放式基金业更好地发展，本文从交易成本的角度对银行、证券公司、直销以及新兴的网上交易渠道进行对比分析，在建立开放式基金交易模型的基础上说明网上交易渠道迅速兴起是因为其交易成本最低，并且预期电子商务平台销售基金未来将成为我国开放式基金销售的主模式。23903
关键词 开放式基金 销售渠道 交易成本 余额宝
毕业设计说明书（毕业论文）外文摘要
Title Comparison of Open-end Fund’s Marketing Channels in China--Based on the Perspective of Transaction Cost
Abstract
During recent years, the open-end fund is developing rapidly in our country, but the competition between fund companies has become increasingly fierce. Faced with the situation of growing number of funds, more similarity of the fund products, serious crowded banking channels, and increasingly difficulty of fund sales, the fund companies have to take marketing as a key part of company's operation. Last year, the launch of Taobao fund provides a new marketing channel for fund companies. To promote the development of China's open-end fund, this article comparatively analyzes the channels (banking channel, securities firm channel, direct channel and online trading channel) from the perspective of transaction cost. On the basis of an open-end fund trading model, this article proves that the reason of online trading channel’s rapid development is its low transaction cost. And we expect the online trading channel will become the master marketing channel of China’s open-end fund.
Keywords Open-end Fund Marketing Channel Transaction Cost YueBao
目次
1 引言 1
1.1 研究背景 1
1.2 研究意义 2
1.3 研究内容 2
1.4 研究方法 3
2 文献综述 4
2.1 有关基金销售渠道的文献回顾 4
2.2 交易成本理论回顾 5
2.3 简要评述 7
3 基于交易成本视角的开放式基金交易模型 8
3.1 交易成本理论在开放式基金销售渠道中的运用 8
3.1.1 销售渠道中的交易成本理论 8
3.1.2 开放式基金销售过程中的交易成本 9
3.2 开放式基金交易理论模型 10
3.3 模型的推论 12
4 不同销售渠道的交易成本比较 14
4.1 银行与券商比较 14
4.2 券商与基金公司直销比较 14
4.3 基金公司直销与第三方电商平台交易比较 15
4.4 小结 16
5 我国开放式基金及其销售渠道的变迁和现状 17
5.1 我国开放式基金的发展概况 17
5.2 我国开放式基金销售渠道的变迁 18
5.3 我国开放式基金销售渠道的发展现状 20
6 “余额宝”迅速发展的原因和前景分析 22
6.1 余额宝介绍 22 基于交易成本我国开放式基金销售渠道比较:http://www.751com.cn/jisuanji/lunwen_17154.html