Study On Optimization Of Marketing Strategy Of A Mutual Fund Management Company

With the continuous domestic financial reforming procedure,social wealth and growth are both steadily accumulating and the residents' financial needs is greatly boosted.The entire public offerings achieves giant leap in development of the industry in the past twenty years,of which made significant progress in aspect of industry management,manager's number,specification,quality of service and market recognition,etc.On the other hand,due to the lack of public funds on the market product innovation and serious homogeneity,marketing channel has been focused on banks,brokerages,fund companies and independent fund sales institutions,whose pricing flexibility is insufficient.The lacking of professional marketing personnel and issues comes from customers buying experience both restrict the degree of public funds.The marketing of products,in return,restrict the development of public offering fund companies.This is also a difficult problem public offering fund management companies facing now and really necesary to be solved.This paper first briefly expounds the background and significance of the topic,and then introduces A public offering fund management company and its marketing strategy status.By means of on-site interviews for investors to choose public offering fund products A comprehensive understanding of the influence factors of information,through association of securities investment fund industry in China and other official website industry data and in the guidance of 7P marketing theory,from the product,channel,price,service process four aspects to the problem of the current marketing strategy of A company makes A deep and comprehensive analysis.The problems existing in the marketing strategy of A public offering fund management company are as follows: product positioning is not clear and specific,channel is single,price strategy is not flexible enough,and customer satisfaction is not valued enough in the service process.The reason for the above problems lies in the fact that the management put investment research first,paid insufficient attention to marketing,and the staffs overall service awareness was weak.In the view of theabove situation,market segmentation is conducted under the guidance of STP theory.In combination with the strength advantages of A public offering fund management company,target customer groups are determined,and the product features are established by focusing on medium and low risk products.Finally,A comprehensive analysis of the marketing strategy of public offering fund management company A put forward targeted and operable optimization solutions: product strategy focusing on advantages,channel strategy parallel with direct selling and consignment sales,price strategy of scientific management,service process strategy oriented by customer satisfaction.Order to ensure the implementation of optimized scheme at the same time,also made to set up the enterprise culture,improve the system,to provide sufficient human capital,establish overall coordination team safeguard measures,to promote A public offering fund management companies to the improvement of marketing strategy,boosting A public offering fund management companies implement efficient marketing,in the management of A breakthrough on the scale.This article is focused on A public offering fund management company marketing strategy in-depth analysis,which found that the problems of A public offering fund management companies exist in the marketing strategy and then found out the reasons.On the basis of this puts forward the pertinence and maneuverability optimization scheme,by which not only can alleviate A public offering fund management companies in the marketing competition pressure,promoting A long-term healthy development of public funds management companies and make public funds industry marketing strategy optimization research to certain reference significance as well.