Research On Marketing Strategy Of HY Fund Sales Company

In the context of China’s rapid economic development,the accumulated wealth of Chinese residents is growing,and their requirements for financial investment are getting higher and higher.Funds occupy a pivotal position in China’s financial market,and good funds have corresponding risks while obtaining more substantial returns,and the threshold for private equity investment is a bit higher,and only people with certain strength and strong risk tolerance can invest in private equity funds.Current domestic research on fund marketing is not uncommon,but not much research on fund sales companies,however,for the vast majority of fund sales companies,because of the lack of product distribution rights,marketing is the only core of their business.Moreover,with changing business models,the marketing strategies of many fund companies in the past are no longer adapted to the current fund distribution companies,so it is particularly important to conduct research on fund distribution companies to optimize their strategies.This thesis selects HY,a representative company in the regional industry,as a research case in order to study the problem of optimizing its marketing strategy,which can provide some reference to HY’s fund marketing efforts and also bring some guidance to the work of similar companies in the industry.First,this thesis is a literature review on fund marketing and its theoretical basis,then HY company is selected as the object of study,analyze its current marketing strategy,thus identifying some of its problems,then analyze the current marketing environment it faces,and the customer data available to it,and finally,according to the existing problems,the combination of environmental analysis and market research,HY company marketing strategy Finally,based on the problems,the environmental analysis and market research are combined to propose optimization suggestions for HY’s marketing strategy.This study uses literature analysis method,data analysis method,case study method and various other research methods,and finally,the problems in HY’s fund marketing strategy are identified:the product is too single,focusing on the marketing of real estate funds,and now there are problems with product docking;the marketing channel is single,relying too much on the marketing team of the parent company,with very few natural growth customers;the company is not well known enough,only through the account manager’s Publicity and promotion,the influence is not enough.According to the problems of HY company,and combined with the analysis of the marketing environment and research on customer data,the marketing strategy optimization countermeasures are proposed,mainly including:the introduction of robust fund products and strengthen the marketing of Internet-based money funds,timely exit from the snowball option private equity funds,attract investors by launching 0 fee fund products,stimulate account managers by sharing fund fees with account managers marketing promotion,strengthen the institutional channel docking,strengthen the old customers’ referral work,guide customers to download the APP by means of public fund advertising,strengthen each account manager’s self-media marketing,and expand the influence of the account manager himself and the HY company.