Alipay Celestica Fund Marketing Elements Based On

2013November11，online shopping turnover of tmall mall reached35.019billion，which is more than2012"double-October" Turnover grew by83%. tmall mall’"doubleeleven" scores record people’s eyes. Three days later,on2013November14,the size of Yu EBao, a currency fund promoted by Alipay, has exceeded more than10billion yuan and nearly30million customer. Then it became the country’s first fund which scale has exceeded100billion and ranks51in the global currency fund. Different way of channel sales forTianhong Fund makes it among the industry forefront. Growing congestion of traditionalchannels and direct sales is the biggest problem for fund companies. The new cooperation ofTianhong with Alibaba gives people a new understanding of sales.With the rise of the Yu E Bao, there may be more and more people own demanddeposits into Yu E Bao.This approach will continue to innovate and on behalf of e-finance’future. The cooperation of Tianhong Fund and Alipay can increase yield of Alipaycustomer,but also can bring new business growth fund and increase customer confidence.which set an example on the road to market competition in China’s fund industry.In thefuture, more product innovation, marketing innovation and channel innovation ideas areneeded. How to develope and the forms of Yu E Bao continues to explore.In this paper, the marketing elements of Tianhong Fund were studied, using theoreticalanalysis and empirical research, qualitative and quantitative analysis methods. Qualitativeresearch on Internet Marketing Fund Overview, theoretical and empirical research tocombine again. by economics4p marketing theory, a comprehensive analysis of cooperationin marketing channels of Tianhong funds and Alipay will be made to explore optimizationsales of fund,from Alipay platform IMF marketing environment, Paypal customer basebehavior, Paypal platforms fund positioning and elements and other aspects of the analysis,comprehensively analysis Cooperative marketing channels of Tianhong Fund and Alibaba,Discovering Fund sales channels optimization and marketing elements. Tnvestigating thestatus of Internet marketing funds in theory, but in empirical and theoretical analysisTianhong fund combining theoretical analysis of actual cases have evidence that the theoryis more practical significance.