Research On The Marketing Strategy Of The C Fund Management Company

The China's fund industry had developed at a fast pace over the past 15 years, and it has become a competitive market. With the promulgation of the new fund regulations and the reducing of the threshold of the public placement fund, lots of new fund companies have born, which increase the competition and differentiation of the market. Meanwhile, as the stock market rebounded, the fund industry is facing serious differentiation, survival of the fittest. In this paper, in the case of the C Fund Management Company, which study the problems of the marketing, and gives the effective marketing mix strategy.In this paper, through the analysis and research of the C Fund Management Company, which summarizes the marketing status and customers, then analyzes them through SWOT analysis, and digs out its strengths and weaknesses as well as the opportunities and threats of the market. At last, this paper gives the specific marketing strategies. This paper uses the quantitative analysis, qualitative analysis and empirical analysis, combined with the C Fund Management Company's data, analyzes the fund market and the C Fund Management Company, summarizes the fund market marketing model, digs out the problems of the C Fund Company in marketing.This paper makes a systematic analysis to C Fund Company with the SWOT analysis method, its advantages lie the outstanding product performance, stable investment research team; while the disadvantages are those the lack of brand influence, the weak shareholder, the uncompetitive products. The current fund market also faces opportunities and threats.The opportunities lie the stock market, the internet banking, and the third-party independent sales organizations. While the threats lie the lowering of the threshold of the fund industry, distrust of investors, the lack of investor education. After a comprehensive analysis of company and market conditions, the C fund Management Company is positioned as a small and medium sized fund company with the unique product features and competitive. In the part of the C Fund Management Company's marketing mix strategies, using the empirical methods and combined with practical work experience, it puts forward viable marketing strategies and suggestions from the four aspects of the product, price, place and promotion for the development of the C Fund Management Company.