Research On The Marketing Strategy Of The Private Offering Fund Products Of SZ Company

With the rapid development of China’s economy, residents’ wealth are growing continiually, as well as the their financial needs. Private offering fund is a fund which raises funds from specific investors in a non-public way, with features of high-risk, high-yield, high capital threshold and flexible investment strategies, are palying an increasingly important role in China’s wealth management market. For the high net worth population, institutional investors and the whole capital market, the prosperity of private offering fund is of great significance.Private offering fund is newly emerging and especial in China’s capital market. There is little study of private offering fund’s marketing strategy in China’s academic circle. The shortcomings of marketing could constraint further development of private offering fund.SZ private offering fund management company is the main body of this article. Based on the lack of effective marketing strategies, in this article, I have analyzed the problems in SZ company’s fund products’ marketing and carried out the research and design of its marketing strategies with the guidance of the marketing theories. This research can be used as a reference for other private offering fund companys’ marketing strategy designing. Then, the procedure is as follows. To begin with, I have analyzed the prospect of the private offering fund industry, SZ company’s development situation and problems in its products’ marketing. In addition, based on the analysis of SZ company’s external environment and internal environment,SWOT anslysis has been made to the fund products. Still, the products’ style positioning and market positioning has also been discussed in this article. Finally, combined with the marketing theories and SZ company’s own practice, I have carried out the research and design of SZ company’s fund products’ marketing strategies.During the study, I have refered to a larger amount of literatures and used a mass of detailed data, applying comparative analysis, qualitative analysis and experience sum- up method, etc. to discuss the SZ company’s products’ marketing strategy. I hope the research can provide some valuable theoretical guidance and reference for the products’ marketing to both SZ private offering fund company and even the whole private offering fund industry.