Research On WeChat Marketing Strategy Of J Fund Company

The rapid development of China’s economy has accelerated the reform of capital management business,and the public offering fund industry is facing challenges from other financial systems such as banks,securities,trusts and private funds.Meanwhile,due to the continuous innovation and upgrading of mobile technology,the public offering fund industry is in the transition period of development.The Matthew effect gradually becomes prominent,small and medium-sized fund companies generally encountered a bottleneck in the development stage.With the development of modern mobile technology,the number of WeChat users continues to grow,how to break through the traditional marketing mode and make use of its own advantages to conduct WeChat marketing is j fund company’s current problem.This article is based on J Fund Management Company as the research object,take the current domestic public offering fund industry marketing status as the entry point,literature analysis,data analysis,survey and other methods are used to collect and classify the information.Pest model and Porter’s five Forces model are used to analyze the macro environment and industry competition environment.At present,public offering fund is in the period of transformation and development,the industry’s perspective has shifted from product-centric to investor-centric,with the development of mobile technology,investors’ investment habits have shifted from offline to online.Based on the status of the external environment,the demand of investors was analyzed through the research data and questionnaire data of fund industry,at present,investors pay more attention to three aspects of the stability of fund returns,operation convenience,information diversification.Through STP market segmentation targeted to make strategic planning,to determine the medium and small investors differentiated marketing.The WeChat marketing strategy for J fund company was developed by using the 5R theory,and the marketing mix is carried out from the five aspects of correlation,perception,reaction and return relationship,through content marketing,event marketing,service marketing,brand marketing,word-of-mouth marketing,precision marketing and other aspects to determine the implementation plan.Finally,to ensure the effective implementation of the overall marketing planning,develop human resources,incentive systems,and risk management safeguards for this strategy.At present,China’s public offering fund is in the transition period of Internet finance,J Fund Company as a small and medium-sized developing enterprise,it is necessary to adapt to the development of the times and make use of the huge user base of WeChat platform and the investment habits of investors to carry out targeted WeChat marketing,so as to realize the rapid development of overtaking on the curve.At the same time,it is also hoped that this article can provide some valuable reference for the online marketing of similar fund companies.