Research On Optimization Of Marketing Model Of Public Fund Management Companies

After more than 20 years of rapid development,the public fund industry has passed through the germination period,development period,explosion period,downturn period,and transformation and development period.The marketing field has always been the asset management business of public fund companies An important part of development.With the gradual reform and development of the asset management business,the fields that originally belonged to public funds are facing challenges from banks,securities firms,trusts,and private equity funds.Coupled with the Matthew effect gradually becoming apparent,small and medium-sized fund management companies generally encountered bottlenecks in the development stage.Therefore,this study attempts to provide certain development suggestions and path references for the optimization of the marketing model of the same type of asset management companies.This article takes the Y asset management company as an example,and uses the domestic public fund industry's marketing model as the entry point.It mainly uses literature analysis,data analysis,case analysis,and field research to conduct research.The internal and external macro-environment analysis models are constructed through the PEST model and the Porter Five Forces model to identify the current operating risks of the Y fund management company.At the same time,it summarizes and summarizes the sales of the Y asset company's existing marketing model.Channel bias,lack of product innovation capability,insufficient development of emerging sales areas,and imperfect incentive and promotion systems.Based on relevant issues,relevant theoretical analysis is carried out,and strategic analysis is targeted,pointing out the opportunities and challenges currently facing the company.Based on the development experience of the Y asset company's marketing model,this article draws up an optimization plan based on the four dimensions of product,rate,channel,and marketing promotion.The overall optimization opinions are as follows: first,to expand investment in innovative products;second,to achieve direct sales And sales agency partners to expand emerging retail platforms;thirdly,formulate a reasonable rate model to increase the competitiveness of homogeneous products;fourthly,actively increase exposure in new media and senior public accounts to provide company brand awareness.Finally,corresponding measures are formulated to ensure its effective implementation.