在国民经济不断增长的经济环境下,我国居民在家庭金融资产方面的需求与日俱增,因此各类银行理财产品的销售额得以大幅增长。但是与此形成鲜明对比的是,基金业的发展却在这几年中一直停滞不前。针对这一现象以及这一现象出现的原因,个人认为基金公司在产品营销策略上的失误是需要重点关注并分析的,本文就目前得出的家庭金融资产理论及相关研究成果,分析基金业发展前景不明朗的原因。 In the constantly growing economic environment of the national economy, the demand of our residents for household financial assets is increasing day by day. As a result, the sales of wealth management products of various banks have increased substantially. However, in stark contrast, the development of the fund industry has been stagnant in recent years. In response to this phenomenon and the reasons for this phenomenon, I personally think that fund companies in the product marketing strategy mistakes need to focus on and analysis, this paper on the family financial assets theory and related research results, analyze the development of the fund industry The reasons for the uncertain future