Research On The Marketing Strategy Of Guizhou SF Wealth Management Co., Ltd

With the rapid development of China’s economy,social material wealth has increased significantly.At the same time,residents’ demand for investment and financial management is also increasing.Driven by huge market demand,China’s third-party wealth management industry has experienced a period of vigorous development,with significant improvements in the management model and the number of institutions.However,due to the industry’s rapid development,relatively lagging regulation,and reasons such as uneven employment institutions,there have been many developments in the market.With the introduction of the "New Regulations on Asset Management" in 2018,the state has begun to strengthen supervision over the wealth management industry,marking the industry’s entry into a period of standardized development.For many small and medium-sized third-party wealth management institutions,transformation and upgrading have become an urgent issue to consider.Guizhou SF Wealth Management Co.,Ltd.(hereinafter referred to as "SF Company"),established in October 2013,is a third-party wealth management organization headquartered in Guiyang,Guizhou.After nearly 10 years of development,the company has accumulated a certain number of existing customers and business scale.However,with the tightening of industry regulation and intensified market competition,SF Company has encountered more and more bottlenecks in marketing,exposing a single product category and serious homogenization,The development of personnel professionalism and talent echelons lags behind,as well as insufficient service levels,high customer churn rates,and a lack of customer acquisition channels.This article starts with the situation of SF Company itself,based on a detailed study of the market situation in China’s wealth management industry,analyzes the marketing environment of SF Company by using PEST and the Five Forces Model,and conducts a SWOT analysis of its competitive advantages.Then,it uses STP marketing theory to help SF Company find its target audience and market positioning.Finally,combined with customer surveys,it starts from the seven elements of 7Ps marketing theory,Find out various problems faced by SF Company in marketing,and propose corresponding optimization ideas and safeguard measures,hoping to help SF Company out of the current marketing dilemma.At the same time,I also hope that the research in this article can provide some reference for other institutions facing the same problems in the industry to optimize their marketing strategies,jointly promote the development of China’s third-party wealth management industry,and better serve economic and social development.