Hua Shang Fund Management Company Marketing Strategy Study

The report mainly studies the marketing strategies of Hua Shang Fund Management Company (HSFMC). The report analyzes the strategies behind the success of the company by using a series of theoretical analysis to supply ideas, directions of the innovation, and implementation of the marketing strategies for small companies. At end, I hope this report will improve marketing strategies for all fund companies.The fund sales and marketing in china has experienced from scratch, and the marketing scale has stretched from "product design" to all the links before sale, during sale and after sale. But in long-term perspective, the marketing standard is still in a low level. Compared with the fast development of the fund products, the marketing skills need to be accelerated at once. The domestic researches of the fund industry available now mainly focus on system and theory and emphasis more on the macro perspective. So the report tries to combine the normal marketing theory with the realistic fund sales to provide useful opinions and guidance for marketing innovation and implementation of the fund companies.This report uses normal marketing theories, including PEST model, SWOT model and 4P theory, to analyze the strategies of HSFMC, in order to learn more about its marketing integrated strategies. The results of the research show that the success of the company is due to good marketing environment, excellent fund performance and successful marketing strategies.The last part of the report gives marketing suggestions to mid and small fund companies. Mid and small companies should upgrade marketing abilities by designing specific fund products, using flexible price strategies and exploring multi-channel marketing model. These companies should also use integrated sales skills, deliver initiative sales concepts to salesmen, promote the concept of active service to make the customer service more personalized and diversified.