Research On Company T’s Optimization Marketing Strategy Of Third-party Fund Distribution

Along with the rapid growth of China’s economy,people’s households’ disposable income has been risen accordingly.This leads a huge demand for family financial management and more working-class families are choosing public funds as their way for asset management.They usually purchase public funds through direct sales and distribution.Banks,securities companies and third-party institutions in the distribution channel gain a larger market share by taking advantage of offline business outlets and complete product categories.In recent years,with the popularity of Internet technology and smartphones,the model of using Internet flow to carry out third-party fund distribution has emerged many outstanding companies such as Tian Tian Fund and Ant Fund.However,Company T,which is backed by Tencent’s massive Internet flow advantage,has not obtain their fair development.This paper takes Company T as the case study target,combining 4P theory to analyze the current situation of its fund distribution business.And further sort out the problems and causes of Company T’s market strategy on their third-party fund distribution based on Porter’s five forces competitive environment analysis and the questionnaire results.The underlying reasons can be summarized that the platform app does not follow the industry development,the charge model is simple,Tencent group’s resources are not fully utilized to increase the reach and activity of the app,the activity discount model is monotonous and not systematically planned.These leads to the problems that the products cannot meet the demand of fund shopping,the charge has no advantage compared with other platforms,the platform carrier app has a low chance to reach users,and the frequency and types of discount are less.Subsequently,a youthful fund community in advantage of technology is established through STP theory.Finally,this study proposes to improve user experience comprehensively,adopt diversified charging methods,use Tencent resources to improve app reachment and activity,increase the types and frequency of activity as marketing optimization strategies.This study also prepares for corresponding guarantee measures as well.This study provides practical strategies for Company T to integrate Tencent Group’s Internet flow resources to leverage its own advantages and realize the overtaking of the thirdparty fund distribution business,also explores and gives the way to think the optimization of the third-party fund distribution industry marketing model.