我国的基金行业发展较晚，从1991年起先后经历了三个发展阶段。在目前国家重点发展金融行业的时代背景下，证监会出台了多项“松绑”的法规，鼓励行业的创新性发展，保护投资者的利益，极大地活跃了基金市场的发展。同时，居民的投资理念和意识的普及也使得基金产品成为了理财市场中的重要组成部分。但是，随着行业的竞争愈发激烈，基金市场已经进入了“饱和”阶段，大多数的基金公司面临着发展困难和转型的关键时期。因此，中小型基金公司如何抓住市场机遇，转变营销模式与观念，提升自身的核心竞争能力，提供具有差异化的营销体验是基金公司在营销策略方面需要首要考虑的问题。
本文选择JY公司作为研究对象，JY公司是国内较早获得资质的基金公司，但是近几年出现了业绩上的滑坡，公司的管理规模“缩水”，经营活动能力减弱。在这种情况下，公司努力寻找新的发展方向和营销模式，希望能够抓住“互联网+”的机遇，将公司转型为突出财富管理功能机构的基金公司。
本文运用了市场营销理论，对JY基金公司的现有市场营销策略进行了系统的分析，并运用PEST模型分析了公司所处的外部宏观环境，深入剖析了公司所面临的机遇和威胁。经过研究找出了目前JY基金公司在营销中出现的问题，发现在营销中出现了产品线单一，客户流失率高、市场反应速度缓慢、营销渠道单一、电子商务网络营销功能不强、营销理念落后等问题，并根据SWOT矩阵分析了适合公司未来发展的营销策略。通过根据问题出现的原因分析，本文有针对性地重新制定了新的营销策略，以4Rs营销理论为主要应用理论，从帮助公司与客户和市场更好地建立关联度、提升公司的市场需求反应速度、维护与现有客户之间关系和获得公司与市场参与者之间双赢这四大方面出发，提高JY基金公司的营销效果。
最后，针对JY基金公司4Rs营销策略的实施，本文从营销观念的转变、人力资源保障、信息系统保障和风险预警控制四大维度进行有效保障，确保4Rs营销策略的顺利实施。

The developments of China’s fund industry have experienced three stages since 1991. In the current national financial industry background, China Securities Regulatory Commission issued a number of laws and regulations to encourage the innovations and protect the interests of investors, activating fund market developments greatly. At the same time, the popularity of resident investment concept and consciousness has also made fund products became an important part of financial market. However, with the increasingly fierce competition of the industry, fund market has entered the stage of “saturation”. Most fund companies are facing the developmental difficulties and transitional period. Therefore, how to seize market opportunities, shift their concept of marketing model, improve core competition ability and provide differentiated marketing experience is the priority issue that small and medium-sized fund company need think.
This paper chooses the JY fund company as the research object. JY company is the domestic fund company that gets the earlier qualification. However, in recent years, the company shows the performance of landslides and management scale shrink, which largely influences its business activity. Under that circumstance, the company tries to find a new development direction and marketing pattern, hoping to catch the opportunity of “Internet+”. The company wants to shift into a prominent wealth management function.
This paper uses the theory of marketing to analyze the existing marketing strategy and use PEST model to analyze the external macro environment to find the opportunities and threats faced by company. After a systematic research, the paper finds out the current problems, such as single product line, high turnover rate, slow market reaction speed, narrow marketing channel, weak commerce network marketing function and outdated marketing idea. According to the analysis of causes of problems, this paper targets to upgrade the marketing strategy by using 4Rs marketing theory, which helps company establish correlation with customer, improve the company’s marketing demand response speed, maintain the relationship between company and customer and create a win-win situation.
Finally, in order to implement the new marketing strategy, this article suggests to ensure the implementation from the transition of the markethuman resources, information systems and risk control respectively.