4C理论对我国基金营销的启示  

The Implication of 4C's Theory for Fund Marketing in China

作　　者：谭建梅[1] 刘晓斌[1] 

机构地区：[1]广东商学院管理学院,广东广州510320

出　　处：《哈尔滨商业大学学报（社会科学版）》2008年第6期91-93,共3页Journal of Harbin University of Commerce:Social Science Edition

摘　　要：近年来,证券投资基金作为一种金融产品得到了飞速发展,但基金营销仍处在"产品导向"时代。在21世纪的市场环境下,顾客早已成为企业经营活动的中心。以顾客需求为核心的4C理论,强调企业要把顾客放在第一位,一切活动都应以满足顾客需求为出发点,这对我国的基金营销有一定的指导意义。As a financial product, securities investment fund makes quiet great progress in recent years. But the fund marketing is in the ＂product -lead＂ era, However, customer has been the center of companie＇ s working in the 21st century. The 4C＇ s theory, emphasize that enterprises should put the customer on the first point, and all the work should around the customer＇ s demand. It is instructional to fund marketing in China.

关 键 词：4C理论 证券投资基金 基金营销 

分 类 号：F830.9[经济管理—金融学]