Research On The Effects Of Fund Marketing To Marketing Performance

With the economic and age, the rapid growth in gross national product, the residents have increased wealth is increasing demand for its residents increasing the value of wealth, and relying solely on bank deposits in the past we can not meet on interest rates demand is also very lacking in diversity. Birth of securities investment funds to increase the value of household wealth to provide a new direction, from the level of risk of various types of funds and investment targets, it is also to meet the needs of different targets.A few years the fund companies and fund products in terms of quantity and quality of the rapid increase, consumer demand is changing, the market gradually changed from a sellers’ market to buyers’ market, raise the level of fund products in the same time, the requirements of marketing capability higher and higher. However, we can see that domestic fund marketing there are still many shortcomings and problems. Therefore, this paper analyzes the shortage of domestic funds exist marketing point of view, for the appropriate research status at home and abroad, expand marketing fund Impact on Marketing Performance of. These studies can guide the fund companies to rethink their marketing programs, more to think from the perspective of consumers and improve the lack of a more efficient marketing system.This paper discusses the background of the current fund marketing research problem, summarizes the status of the current domestic and international research, and then to 4C marketing theory as the core, literature references and discussion exchange as the main method from four aspects more important fund marketing What are the factors to consider, analyze marketing performance is important to determine the index, the fund company’s visibility and presence of the regulator and regulation variables were analyzed. Based on the analysis of the variables, to analyze the impact the relationship between them, to the manipulated variable analysis requires consideration of its regulatory role and direct impact on performance. According to the theoretical analysis, building models and assumptions which make a significant impact. Next, according to the needs of designing the questionnaire, for the recovery of data collation, analysis by multiple regression analysis method based analysis of each dependent variable in the regulation of the relationship between the independent variables, test hypotheses and draw conclusions. Finally, at the forefront of analytical and empirical research conclusion under to E Fund Management Co., a fund, for example, as required under its marketing factors, in order to achieve better marketing performance.