A Study On The Marketing Strategies Of A Investment Management Company

With the rapid development of China's economy,Chinese personal incomes have increased dramatically;personal asset management has become an attractive market for financial institutions.The third party asset management companies in this field have become important and the market has been competitive.Achieving sustainable competitiveness and stable growth has become a significant task for A Investment Management Company which has a short history in investment management industry.This paper firstly analyzes the problems that A Company is facing after introducing the current situation of company:Unclear market positioning,simplification of marketing mode,insufficient qualification of sales team and weak operating environment and enterprise culture.Secondly,by using PEST and Five forces model to analyze the internal,external and marketing environments,this paper figures out the causes of these problems.Thirdly,this study proposes solutions to the above mentioned problems by adopting SWOT analytical method.Finally,the paper offers the marketing strategy which is consistent with its own characteristics and development from the aspects of product,price,place and promotion and set up marketing principles and a 5 year execution plan.The purpose of this paper that through the comprehensive and systematic analysis of A Investment Management to formulate marketing strategy which is suitable to A Investment Management Company for steady and rapid development in the fierce market competition environment in the investment management industry.It doesn't only make A Investment Management Company continuously improve its core competitiveness to gain higher benefits but also may give valuable advice and suggestions to other third party asset management companies in China.