Research On The Improvement Of Core Competitiveness Of X Fund Sales Company

The epidemic has had a strong impact on our economy.In particular,the catering industry,entertainment industry,tourism industry,transportation industry and other entities had to suspend production due to the epidemic.In such an environment,financial institutions will not only be unable to obtain investment returns to pay investors,but also lead to a downturn in the overall securities market,changing investors’ investment psychology and making them prefer more prudent and selective financial products and more professional investment services.With the full liberalization of COVID-19 policies,the real industry has quickly resumed work and production,more venture capital opportunities have emerged,and the financial market sentiment has entered a recovery stage,creating conditions for the development of major financial institutions.This new situation is bound to change the past extensive mode of competition between financial institutions and enter a new era of more emphasis on core competitiveness competition.In order to obtain market competitive advantage,the author combs and analyzes the current core competitiveness of X Fund Sales Company,aiming at strengthening and enhancing its core competitiveness.Based on this,this paper takes X Fund Sales Company as an example,takes its employees as survey objects,mainly adopts literature research method,case analysis method and questionnaire survey method,and establishes a fuzzy comprehensive evaluation model based on the questionnaire data to evaluate the core competitiveness of X Fund Sales Company.Based on the research of scholars,the index of core competitiveness is divided into 6 first-level indexes and 24 second-level indexes,including profitability,innovation,professional ability,product ability,growth ability and debt paying ability.Finally,through empirical analysis,it is found that X fund sales company’s product ability and professional ability score is low.It can be seen that there are still some problems in product ability and professional ability,which are manifested as: lack of customer classification management in product configuration,insufficient risk assessment in product configuration,serious homogeneity of current product strategy,and insufficient professional ability of fund sales personnel.Then,by combining Porter’s Five Forces model analysis theory,PEST analysis theory and SWOT analysis theory,this paper analyzes the external environment such as macro environment and industrial environment in which the core competitiveness is enhanced,and understands the competitive advantages and disadvantages of X Fund Sales Company,as well as the opportunities and challenges it faces.In order to solve the problems existing in the core competitiveness of X Fund sales Company,this paper combined with the external environment in which X Fund Sales company is improving its core competitiveness,and aimed at the problem of lack of customer classification management in product allocation,X fund Sales Company’s customers are divided into three types: Enterprising customers,balanced customers,steady investment customers,for different types of customers to give different strategies;For the problem of insufficient risk assessment in product configuration,the solution is to optimize product risk assessment based on nine grids configuration.Aiming at the problem of serious homogeneity of product strategy,the solution is to innovate product strategy.For the lack of professional ability of fund sales staff,the solution is proposed to improve the professional knowledge and marketing skills of fund sales staff.By starting from the two key factors that affect the core competitiveness of X Fund sales Company,namely to improve the product ability and professional ability of X fund sales company,the problem of improving the core competitiveness of X fund sales company is solved.