A Study On Marketing Of Fund Company Under The Background Of Internet

Both of Financial and Internet are one of the most popular and rapidly-developed industries,and it is an inevitable outcome that these two industries,sharing a common information technology base,become integrated and will promote the process of financial deepening,according to the Theory of Industrial Convergence.The concept of "Internet Finance" was first proposed by Xie Ping and Zou Chuanwei in 2012,and immediately the issue aroused wide concern and heated discussion.Broadly speaking,the internet finance includes traditional financial institutions who are trying to keep up with the development of Internet,and new financial institution based on internet including the third payment platform like Alipay,P2P,crowdfunding,etc.This paper put the main focus on how traditional fund company marketing under the background of internet finance,summed up some effective suggestions on marketing strategy for fund companies on the basis of a huge amount of literature,three convincing cases and interviews with authoritative insiders,and also proposed opinions on what obstructs fund companies on marketing now and what it will be faced with in the future,hoping to contribute more or less on the study of this issue and provide some help for fund companies who are in need of suggestions.According to the literature review,we can find that the fusion of the Internet industry and financial industry are changing all the financial sector's trajectory.The emergence of new Internet financial institutions,although to some extent,have some impacts on traditional finance,but will facilitate the formation of a new financial system in which the division of work is clearer,the functional structure is more diverse,the feature of every section is more distinct.Based on this inference,fund companies need to keep their advantages of profession and asset strength,and actively seek the path to integration with new technology and big data.In terms of theory,the Internet Financial User Acceptance Model based on TAM,4Cs Marketing Theory,five dimensions of marketing effect proposed by authoritative magazine Dynamic Analysis of the Stock Market,and the Long Tail Theory are instructive.In terms of marketing environment,this paper analyzed the macro environment based on PEST analysis method,and the fund companies' internal and external competitive environment,and found that the marketing environment is relatively loose,but still demands strict compliance compared to other industries.As for competitive environment,the situation is not very optimistic in the face of powerful technology of the Internet platform,so it is urgent for fund companies to seek technology and intelligent development.In terms of cases,this paper selected Tianhong Fund as an example and analyzed three of its representative cases:Yu'ebao as a successful case with the help of marketing on product,official app as a successful case with the help of marketing on direct channels,and Ant Fortune as a successful case with the help of marketing on sales channels.And finally,combined with the interview with insiders of Tianhong Fund,drew an conclusion on what logic and mode Tianhong Fund is following.At the end of the paper,it proposed detailed suggestions on how should fund companies marketing under the new background of internet finance based on all the analyses above.