The Analysis Of Marketing Strategy For D Fund Management Co., Ltd Northeast Branch

Analysis of Marketing Strategy for D Fund Management Co., Ltd. Northeast Branch.This paper attempts to apply marketing concepts to the operation and management of the fund management in the marketing branch company. In order to work out the future marketing strategy and integrate a variety of resources to guide the future practical work, this paper analyzed the macro and micro environment in the northeast region with marketing concept as a guide, and market demand as the core.Firstly, this paper ratioanlized the business development in D Fund Management Co., Ltd Northeast Branch. Although only established five years, the company has had a3.762billion yuan fund stocks and more than230thousand customers, and established a cooperative relationship with channels with qualified fund distribution, and also worked with a number of banks which is the main channels, and initially established the marketing channel system in the branch. But in channel development and customer baseis, there are still much room to improve.This paper made a systematic analysis with the SWOT method, and determined an appropriate development strategy for the branch with a basis of rationalizing the business situation.Compared with the competitors, its advantage lies in the higher position in the industry, the company’s investment of resources in the Northeast region is far more than other fund companies,and the business development is more focused; while the disadvantage is that the core product is not outstanding, the reputation from old customer’s is poor, and the main channel is not strong enough, so the influence in the brokerage side is not enough; The opportunity lies in the capacity of the enormous financial market in the future, it provided our product enough space with the gradually standardized market, and gradually improved laws and regulations; while the main threat lies in its powerful new competitors and decreased enthusiasm of the partners.After a comprehensive investigation, the author concluded-in the current situation, to maximize its advantages, the company should be more focus on product innovation in order to occupy the existing market, while in the situation that capital market is down, and the old customers won’t be able to get back the original invest in the short-term, the company should seize every opportunity to develop broker channel, high net worth clients and institutional clients resources to make up their own reputation and the disadvantages in the channel. Through the market segmentation and target market selection, this paper locate Northeast Branch of the D Fund:a high level of professional fund sales team, with wide channel service coverage, and good at carry out various training and exchange activities.Finally, this paper proposed the marketing strategies and implementation measures for Northeast Branch of D Fund. From the aspect of product strategy,the company should promote the fixed income products; the new Fund should focus on the new classificational fund. The continued sales includes the inside court and outside court, and the outside court mainly push money market funds, the inside mainly push D cash treasure. In the distribution strategy, the company should focus on maintenance service-oriented and resource-switched channels.To work on ICBC and other regional brokerages with the basis of BOC and ABC. In marketing strategy, it formulated a targeted form of promotion combined with starting with ABC, continuing with BOC and brokerage client D cash treasure. ABC focus on product introduction and investment strategy report. BOC focus on marketing incentive programs. Brokerage side focus on customer activities. In the personnel strategy, focus on strengthening business knowledge and gradually improve personnel management, and establish a scientific assessment of the incentive mechanism, strengthen the talent recruiting, create a reasonable talents ladder.This paper is a study of the fund industry which is facing problems and challenges, it took Northeast Branch D Fund as an example, and it attempts to apply marketing management theories and strategies to the fund sales area. It has certain practical significance,The author hope such a research can be helpful for currently fund industry and fund sales groups which is at a low ebb, and also to explore some new ways to solve problems with the new model.