Research On Optimization Of Marketing Strategy For Public Fund Business Of ZY Securities Co.,Ltd

With the historical process of China’s reform and opening up,the fund industry in China has sailed from scratch in 1998,and has achieved leapfrog development in terms of asset management scale,capital strength,governance level,and service capabilities.Over 20 years of extraordinary journey,tremendous changes have occurred and gratifying achievements have been achieved.Firstly,fund companies have developed into important institutional investors,playing an increasingly active role in strengthening capital strength and promoting the stable and healthy development of the capital market.Public funds are becoming increasingly popular and popular,gradually becoming an important carrier of inclusive finance.Tens of thousands of fund products with diverse types have become important financial tools for over 200 million Chinese people.Corresponding to the current level of economic development,public offering fund business is developing rapidly,but there is still a large room for development.Nowadays,the sales channels of public funds have also developed from the "single branch" of bank sales on a commission basis to the three pillars of direct sales,bank sales on a commission basis and securities dealers’ sales on a commission basis.Traditional financial institutions and third-party online platforms for consignment and direct sales are struggling to grab market share from individual customers,and the pattern of public fund channels is evolving dramatically.In this paper,by combing relevant literature at home and abroad,it is found that scholars have few existing studies on fund marketing of small and medium-sized securities companies,so ZY Securities Co.,Ltd.is selected as the main research object.At the same time,in view of the importance of the company’s public offering fund business to it,this paper focuses on the marketing optimization strategy of the business,aiming at putting forward practical suggestions with feasibility,applicability and maneuverability to solve the outstanding problems in the company’s public offering fund marketing.In the research process,literature research,case study and interview methods are adopted to find out the existing and potential key pain points from the theoretical and practical perspectives,and anchor the specific focus.First,based on the marketing theory of PEST target market,the macro marketing environment is analyzed to clarify that the marketing business of public funds has a broad market prospect and huge development space.At the same time,7O analysis method is used to explain the driving factors and realistic preferences of investors for investment business under micro environment.Secondly,SWOT analysis is used to explain its advantages in product categories and service concepts,as well as weaknesses in team building and asset management capabilities,so as to locate the company’s threats among regional economy and Internet competitors and potential opportunities with a large number of convertible customers in the future.In addition,using the target marketing theory,anchor the company in the degree of market segmentation,narrow target market and fuzzy market positioning problems,and based on the 7Ps marketing theory of the company’s product richness,price development and other links to carry out optimization suggestions in turn.Based on six perspectives of human resources,finance,information systems,organization,institutional safeguards,and strengthening internal communication and employee responsibility mechanisms,discuss their safeguard measures to make the suggestions more practical.Finally,securities brokerages,as important players in the era of large capital management,should strive to select excellent fund management companies for clients and become managers of asset allocation for clients in the process of the development and expansion of public offering fund business.At the same time,we should strengthen the investor education of customers,reasonably guide customers to diversify their funds,guide middle and high income class to increase the allocation of public fund products,cultivate customers’ long-term investment concept,and conduct asset allocation.