基金公司拓展电子营销渠道探析

Discussion on the Exploration of Electronic Marketing Channel for Fund Corporations

电子商务是基金公司改变依赖传统代销渠道、建立低成本及自主可控的新型营销渠道的有效手段,如何有效拓展基金销售通路、提升基金销售效率是基金公司日益关注的问题。通过基金公司当前网上交易模式的比较与分析,提出基金公司开展电子商务的优势,认为目前制约基金公司电子营销发展的"瓶颈"在于电子支付与结算,并给出基金公司如何有效开展电子商务及提升电子交易业务的若干建议。

E-commerce is an effective means for fund companies of changing depending on traditional distribution channels and building low-cost and self-controlled new marketing channels.How to expand fund sale and improve its sale efficiency is an increasing concerning question.After the comparison of two current internet trade models,it finds out that the bottleneck of constraining electronic marketing focuses on electronic payment and settlement.Finally,several suggestions are provided about how to effectively develop E-commerce and improve E-transaction level.