Fund Companies, Research, Services Marketing Strategy Based On Customer Value

With ten years' development, the Chinese investors , and the demand for comprehensive financial service is becoming more individual and diversified. Investors care more other than the performance as the financial products are becoming homogenous, they care more about what kind service they can get and how good the service is and how timely. So, for all the fund companies, in order to survive and make great development, how to improve the level of service marketing, how to foster the competitive predominance are realistic and key issues.In this thesis, firstly I reviewed and analyzed the developing situation of the mutual fund industry and the marketing challenges we face, then the theory of customer value and service marketing are put into the practice of fund marketing. Based on the scientific analysis of customer value, we suggest that the customers should be segmented and correspondent service marketing strategy should be implemented. Finally, the customer-oriented service marketing organization was introduced to insurance the implementation of the strategy.I hope my research can offer some guide for fund companies in improving the service marketing level. And I also hope it can give ?? help when new enter want to implement service marketing strategies.