A Study Of W Money Market Fund Orientation

In the year of 2013, the internet finance rapidly expanded and the interest rate skyrocketed in China. With the emergence and fast growing of the Yu E Bao, an online money market fund launched under Alibaba’s wing, the money market fund in China has become the household name for its safety as the demand deposit, high liquidity and yield. The fund managers in China are looking for the diversified development of the money market funds. By the end of the third quarter of 2014, the total AUM of the money market funds in China is 1861 billion RMB, which is more than 47 percent of the AUM of the mutual funds in China and the market still exists the opportunity of the growing and innovation. The imbalanced development of the money market funds has mainly led to the great change in the ranking list of the asset size of the 83 fund managers in China. To design the tailor-made money market fund, which becomes the focus of the most fund managers to expand its market share and consolidate its influence. As for the Company W, there is practical meaning to analyze the suitable product orientation to reach the fast growing of the money market fund.On the basis of the study of the product orientation theory in pertinent literatures, this paper employs the qualitative, quantitative, contrastive, SWOT, STP theory and other analysis methods. By analyzing the outer circumstances, different styles, successful case study of the money market fund, and the pros and cons of the Company W, this paper also discusses the specific strategies and key points in the product orientating process to study the orientation of the W money market fund.This paper examines the market data and practical investigation as the start point, relays on the principal of the supply and demand, follows by the thorough research of the OTC money market fund, exchange subscribed and redeemed money market fund, and exchange traded money market fund. On the realistic situation of the Company W, this paper ends with the orientation of the niche market of the exchange traded money market fund, focusing on the value added demand of the massive idle trade and settlement fund of the equity investors, and reasonable suggestions.