Research On Optimization Of Marketing Strategy Of The Mutual Fund Of QF Fund Company

In 2001,the first open-end fund in China was officially established.After more than 20 years of development,the industry scale has reached a record high of 26 trillion yuan.This is due to the rapid development of China’s economy.In recent years,the new rules of asset management have landed,and the implementation of the reform of the registration system,China Capital showed unprecedented vitality.It is the general trend that the people to raise equity assets in large-scale asset allocation.Mutual fund are important institutional investors in the capital market.As an important investment tool for guiding residents to savings into the capital market,more and more people are recognized,the market size expands rapidly,and the industry has entered a period of rapid development.However,the current competitive situation of the mutual fund industry is very fierce.At present,149 licensed institutions are engaged in mutual fund management business.The industry presents the competitive trend of product homogeneity and "Matthew effect",which prompts that fund companies to become more marketing to fund marketing to fund marketing.The more importance to.This article selects a large-scale fund company QF,which is currently in the top 20 of the industry to conduct marketing strategy research.The fund company with this scale is extremely fierce.In recent years There are shortcomings such as customer evaluation and other dimensions.The writing of this article is based on classic marketing management theories to analyze and strategic research on the basis of problems,in order to solve the existing fund marketing problems of QF Fund and formulate solutions.This article first states the research background significance and use of research tools,analyzes the basic concepts and industry characteristics of public fund marketing,and introduces 4P,4C and STP marketing theory;secondly analyzes the current company’s marketing status quo In the form of literature research and questionnaire surveys,it is found that the company’s mutual fund marketing has problems;the third uses the PEST model,industry and internal environmental analysis,SWOT analysis method and other tools to lay a solid foundation for marketing strategy optimization;Finally,on the basis of STP analysis,the QF mutual fund Combination Marketing Strategy based on the 4P theory combined with 4C theory;At the end of the article,the implementation of this strategy should be implemented,and the lack of research and the future research outlook for research were made.The scale of mutual fund at the end of 2018 is only 13 trillion yuan.In the past three years,the industry has ushered in a big explosion.The research and analysis and strategy formulation of this article is based on the background of the rapid development of the industry in the past three years.The perspective of public fund marketing strategy research can provide a more operable strategy reference and reference for companies similar to the size of Invesco Great Wall Fund.In the end,it can be based on the problems and positioning of the QF Fund itself to help the company solve marketing problems to provide solutions to solve the solution Program.