Research On Marketing Channel Management Of S Mutual Fund

In the context of the new development opportunities for the asset management industry,the overall management scale of public funds is growing,but competition within the industry is growing a fierce one,"Matthew effect" of the fund industry is increasingly prominent.Public funds with high brand awareness and large corporate influence can get more attention.Compared with small and medium-sized public funds,they have greater influence in the financial market,which is mainly manifested by wider product sales channels and higher sales performance.Small and medium-sized public funds are in a relatively difficult situation.Through the analysis of several fund companies,the fund marketing channels still have multiple problems.For example,there are many bank outlets,high customer trust and high channel cost.the institutional department of a public offering fund company obtains a position through direct selling channels,but it is difficult to control the fund position due to frequent entry and exit of large funds,which increases the difficulty of product management.Efficient marketing channels can help the company obtain a higher market share,and the optimization of marketing channel management of public fund companies is of great significance.In this paper,S public fund company is selected as the case study.In recent years,S public fund company has experienced problems of declining management scale and declining profits.By analyzing the basic situation of the company and the current situation of marketing channels,questionnaire adjustment is carried out on the deep-seated problems existing in the current situation of marketing channels,and a conclusion is drawn that the channel recognition is low and the service experience is not ideal.The analysis shows that the defects of S public offering fund’s marketing channel management are mainly reflected in five aspects: unbalanced marketing channel design,insufficient incentive of marketing channel,insufficient depth of channel development,conflicts between different channels and unstable relationship among channel members.Based on this,the following suggestions are put forward: optimizing the marketing channel structure,focusing on optimizing the channel structure of banks and securities firms,improving the service level of online channels and optimizing the internal structure of bank channels;In-depth development of marketing channels,focusing on strengthening marketing channel incentive management,control management and conflict management;Establish stable marketing channel member relationship,focusing on the establishment of strategic channel member relationship,channel coordination and maintenance,channel assessment and improvement.It is hoped that the above optimization suggestions can help S public offering fund company to establish an efficient marketing channel management system,obtain a higher market share,and achieve both management scale and profit improvement.