Research On The Marketing Strategy Of Private Security Investment Fund Of D Branch Company

The establishment of the Asset Management Association of China in 2013 marks the private equity funds,as a rising financial investment industry,have entered the road of standardized development under the conditions of supervision and self-discipline.After more than 20 years of development,private security investment funds have formed a certain industry scale,and play an important role in the components of the domestic multi-level capital market.However,with the development of the private equity industry and the fierce competition among peers,the survival environment of small and medium-sized private equity fund managers is facing greater challenges.In the aspect of fund raising of private equity investment fund,the regional branch of private equity fund manager needs to accurately grasp the investment characteristics and risk preference of local qualified investors,and implement the corresponding marketing strategy mix according to local conditions.At present,there are few researches on product marketing strategies of local branch companies of private security investment funds.The disadvantages and deficiencies of such branch companies in marketing strategies may become important factors restricting their development.Based on the 7P marketing theory,this paper takes the J Asset Management Corporation D branch company,a regional branch of security private equity fund management company,as the research subject of this paper.On basis of reading relevant literature at home and abroad,the basic concept of this paper is defined and the basic theory is elaborated.Firstly,based on the analysis of industry competition,it objectively describes the current situation of fund product marketing scale,product elements,marketing channels and promotion means,and summarizes the current marketing situation of D branch;Secondly,the main problems encountered by D Branch in the marketing end of private equity investment fund products are analyzed,including slow sales growth,excessive dependence on institutional investors A,single core product strategy and failure to develop the commission sales model of financial institutions.And using 7P marketing theory and questionnaire survey to analyze the causes of the problems,it is found that the causes of the problems are: weak brand awareness,insufficient customer development,ignoring customers’ personalized needs and paying insufficient attention to the consignment mode.Finally,combined with the 7P marketing theory,this paper puts forward the marketing strategy system and improvement measures.The specific schemes are as follows: first,enrich the product types and price rates of D branch;Second,differentiated management and service for customers;Third,expand marketing channels;Fourth,enrich the promotion means of D company.The innovation of this paper is: through the five-year marketing data of D branch,combined with the opportunity of working in D branch.Accurately collect target customer information by means of questionnaire survey,and deeply analyze the market environment and product marketing status of D branch in combination with the operation of D branch.And then put forward directly the problems and deficiencies,which in D branch marketing aspect.And put forward reasonable improvement strategies and corresponding guarantee measures of the marketing system in combination with the specific operation situation of D branch.This paper consults a large amount of data and literature,and uses data analysis,qualitative analysis and questionnaire survey methods to study the marketing strategy of D branch company private security investment fund products.It is hoped that this paper can bring some reference to D branch company and the marketing strategy of private security investment fund products in the industry.