Research On The Fund Sales Issues Of Z Securities Company

With the rapid growth of China’s economy and the rapid development of the financial industry,asset management and wealth preservation and appreciation have become the hot spots pursued by people.Relying on the professional knowledge of agents,funds have become an important investment channel and financial management method for ordinary people to pursue high returns.As the leading enterprise in the field of securities funds in China,Z Securities Company is also faced with problems such as unbalanced capital scale and industry ranking of different types of fund products,loss of regular customers,and declining influence of fund marketing managers.At the same time,with the low-cost and rapid spread of online securities fund information,investors will continue to pay attention to the development trend of these fields and form their own obvious investment preference due to their gradually familiarity with certain industries.Generally,investors’ willingness to bear investment risks in industries will improve a lot,which is a factor generally ignored in the current marketing link of securities fund companies.Based on the theories of investor account psychology and investment behavior,the paper sets up a survey questionnaire on the influencing factors of investor fund preference,and makes statistical analysis from three perspectives of investors,fund companies and fund managers,and draws the following conclusions: First,68.42% of the respondents have an investment preference for the fund sector,taking sector cognition,investment experience and investment habits as the judgment criteria.Second,74.88% of the respondents think that the platform of fund companies is very important,and the clear and rich classification of fund products of the platform is the main influencing factor.Third,63.39% of the respondents were worried that the products recommended by fund marketing managers did not meet their own financial needs,and reputation,working time and average rate of return indicators were the main factors affecting their choice of marketing managers.At the same time,it analyzes that the main reasons for the problems faced by the fund business of Z Securities Company are that the fund marketing manager one-sided pursues personal interests,neglects the investment preference and professionalism of investors,and the homogenization of the company’s platform products and services is serious.Finally,it puts forward suggestions on marketing optimization in fund market analysis,products and services,fund rating indicators and talent construction.