Research On Marketing Strategy Of YD Fund Management Company

After years of exploration,the private fund industry,especially the private securities fund in China,has begun to take shape.Private fund has also become an important force to build a multi-level capital market,and institutional and individual investors have increasingly recognized the private fund industry.However,with the gradual maturity and intense competition in the industry,polarization further aggravated the situation,leads to the obviously head effect.A large number of small and medium-sized private fund management companies are facing a series of survival tests.Therefore,for local private equity fund companies,the marketing characteristics of such private equity firms have strong representativeness and feasibility.This paper takes YD fund management company as an example to research its problems in fundraising and marketing,including product,pricing,personnel,channels,services,brands and other aspects of the proposed effective marketing improvement strategy.Contribute ideas of effective marketing improvement strategies to help such companies continue to operate better.By PEST analysis,this paper first analyzes the current macroeconomic policy of China,private fund industry policy,economic situation and other aspects,summarizes the current environment of private fund.Secondly,through the porter’s five forces model,this paper analyzes the industry competitors and upstream and downstream relations of YD fund management company.Through the market segmentation of STP,the market and customer situation in its region are analyzed and the investor groups that the marketing target are obtained.At last,through the SWOT analysis of the strengths,weaknesses,opportunities and threats to make the company’s marketing strategy as a market focus strategy.Now the industry homogeneity become serious,YD Fund Management should develop a diverse market focus way of production,pricing,marketing and services.Only in this way YD company can have a chance to break through in the fierce competition and take a place in the area of private equity market share.