Research On The Marketing Strategy Of Private Equity Fund Products Of W Compan

With the development of domestic private equity funds in the past 10 years,they have emerged in the asset management industry and become a new force to be reckoned with in the capital market.Private equity funds are a kind of funds that can not publicly recruit investors,can only conduct non-public publicity,can only be issued to specific investors,raise funds from specific investors so as to make investments,and have the characteristics of high starting amounts,high risks and relatively lucrative returns.At present,there are few studies on fund marketing in China,but not many studies on the marketing strategy of private equity investment funds,for the vast majority of private equity fund managers,marketing is precisely one of the fundamental problems they face.As the relevant authorities continue to tighten the regulation of the private equity industry,research on the marketing strategy of private equity funds needs to keep pace with the times and be constantly upgraded in order to enable managers to move steadily forward.This paper takes Company W as the main subject of research,and conducts a study on the marketing strategy of Company W’s private equity fund products.Firstly,it introduces the development overview and classification characteristics of the private equity fund industry from an overall perspective,aiming to illustrate the development trend of private equity funds.Secondly,we briefly explain the basic situation and organisational structure of Company W and its shareholders,and analyse the current situation of Company W’s product fees,returns and retractions,and investment strategies.The company also failed to expand its distribution model through financial institutions.Finally,based on the above analysis and the questionnaire,the 4Ps marketing mix theory was used to propose marketing solutions for W’s private equity fund products in terms of product strategy,price strategy,promotion strategy and channel strategy,mainly to create quantitative strategy products,introduce fixed income strategy products,reduce product rates,improve the flexibility of product rates,lower the capital threshold for customized products,improve public relations publicity,and promote the "white list" of brokerage firms,The company’s main recommendations are to develop quantitative strategy products,introduce fixed income strategy products,reduce product fees,increase product fee flexibility,lower the capital threshold for customized products,improve public relations,promote the development of "whitelist" channels of brokerage firms and focus on the combination of "online" and "offline".The paper reviewed a large amount of data and literature,and used literature research,questionnaires,qualitative analysis and quantitative statistics to study the marketing strategy of W’s private equity fund products.It is hoped that this paper will bring some reference help and significance to the marketing strategy of private equity investment fund products of Company W and the industry.