The Research On Marketing Strategy Of JY Fund Management Co.Ltd

The developments of China’s fund industry have experienced three stages since 1991. In the current national financial industry background, China Securities Regulatory Commission issued a number of laws and regulations to encourage the innovations and protect the interests of investors, activating fund market developments greatly. At the same time, the popularity of resident investment concept and consciousness has also made fund products became an important part of financial market. However, with the increasingly fierce competition of the industry, fund market has entered the stage of "saturation". Most fund companies are facing the developmental difficulties and transitional period. Therefore, how to seize market opportunities, shift their concept of marketing model, improve core competition ability and provide differentiated marketing experience is the priority issue that small and medium-sized fund company need think.This paper chooses the JY fund company as the research object. JY company is the domestic fund company that gets the earlier qualification. However, in recent years, the company shows the performance of landslides and management scale shrink, which largely influences its business activity. Under that circumstance, the company tries to find a new development direction and marketing pattern, hoping to catch the opportunity of "Internet+" The company wants to shift into a prominent wealth management function.This paper uses the theory of marketing to analyze the existing marketing strategy and use PEST model to analyze the external macro environment to find the opportunities and threats faced by company. After a systematic research, the paper finds out the current problems, such as single product line, high turnover rate, slow market reaction speed, narrow marketing channel, weak commerce network marketing function and outdated marketing idea. According to the analysis of causes of problems, this paper targets to upgrade the marketing strategy by using 4Rs marketing theory, which helps company establish correlation with customer, improve the company’s marketing demand response speed, maintain the relationship between company and customer and create a win-win situation.Finally, in order to implement the new marketing strategy, this article suggests to ensure the implementation from the transition of the markethuman resources, information systems and risk control respectively.