Study On The Improvement Of Fundraising Marketing Strategy For Co-stone Capital

Private equity(PE)as one of the newly developing industry,which has only more than twenty years’ history.After 2000,China has not only established the legal status for Private Equity Investment Industry,but also provided strong policy to support it.Therefore,there is a thriving growth with the rising numbers of enterprises.Private equity has four life circles,which is fundraising,investment,management and withdraw.And fundraising as the most important part determines the survival of the fund.However,as for China is re-organizing the private equity investment fund and the decline of economic environment,the fundraising of private equity fund presents shrinking and hard to raising money.Co-Stone Capital is one of China’s earliest private equity institutions.Co-Stone Capital focuses on China domestic growth stage and Pre-IPO opportunities and becoming one of the largest PE companies.However,as the decline of economic environment,even for Co-Stone,it is still hard for the fundraising.How to raising enough fund is becoming a top issue for Co-Stone Capital.This paper takes Co-Stone Capital as research object.Firstly,using marketing theory to analyze the macro and micro environment in order to know the development situation.Secondly,evaluate the ongoing marketing strategy to find the deficiencies of current strategy.Thirdly,rise the improvement solution towards the fundraising marketing strategy.Following these adjustment of the marketing strategies,it will help enhance the marketing ability and improve the brand image.This paper focuses on Co-Stone Capital’s marketing strategy and raises some suggestions on how to improve the market strategy.It has certain practical guidance on how to raise more money in PE industry and reference to other private equity investment institutions.