Research On The Optimization Of Channel Marketing Management Of G Public Fund Company

With the maturity and improvement of the domestic financial market,public funds have gradually been recognized and accepted by most residents.The total scale and total number of products in the public fund industry in the past three years have also ushered in explosive growth.Under the background of the New Asset Management Regulations,public funds are increasingly becoming representatives of inclusive finance,and the mission of replacing and undertaking the past "capital protected wealth management" is arduous and important.This paper takes G Company as the research object and focuses on the problems of G Company in channel marketing management.Combined with relevant marketing management theories and analysis tools,and through expert interviews and questionnaire surveys,the current status and deficiencies of G Company in terms of manpower allocation,middle office support,insufficient focus on key channels and incentive system were found out,and the causes were analyzed: poor product line layout strategy,insufficient middle office investment,lack of talent training plan,and imperfect financial system.On this basis,the optimization plan of G Company’s channel marketing management is proposed in a targeted manner: key channel selection has trade-offs,increase financial and human budgets,enhance the middle office aftersales maintenance system,improve product line layout strategies,and increase crossdepartmental collaborative assessment system.In order to improve the shortcomings of channel marketing management for G Company.Company G,is a financial enterprise whose products are intangible products.The research on G Company has certain reference significance for other companies that sell intangible products,especially financial enterprises.At the moment of the rapid development of public funds,it can also bring certain theoretical help to the business expansion of G Company.