The Research On Marketing Strategy Of T Fund Management Co Ltd

The development of domestic fund industry starts relatively late and has experienced several stages of the sprouting period from1985to1992; the traditional fund period from1992to1997; the development period of close-ended fund from1998to2002; the beginning period of open-ended fund from2002to2005; and the period of leapfrog development of open-ended fund after2006. At present, China’s Securities Regulatory Commission has formulated many regulations, which has make the industry achieve rapid development, to protect investor’s profit and standardize industry development. In the recent decade particularly, fund industry has played an important role in financing market as the premier financing choice for investors. Nevertheless, with the increasing industry competition, a phenomenon of severe homogeneity emerges in fund products. Against a background of continual decrease in profits, fund industry is deeply involved in a stage of difficult development and transition currently after an explosively development. A deficiency in investors’confidence of fund arises from the situation that the profits and administration of fund can be influenced by financing market climate of stock and bond; and the industry credibility may decline due to industry competition. On the other hand, certain conflicts exist between fund company and commission agent due to their different interests as fund marketing mainly relies on bank and commission agent. Therefore, it has become a significant issue in marketing strategy for fund company to consider how to bring out internal advantages, strengthen management of marketing, enhance core competitiveness, raise investors’confidence, and balance the profits conflicts with agents.Based on the above background, the Fund’s marketing theory as the core, combined with the financial knowledge, T-fund company is the object of study, analysis of T-fund company’s existing marketing strategy.Firstly, an analysis of external environment, industry competition climate, internal conditions, and marketing environment of T-fund company is carried out through analytical approaches, such as PEST. It reveals that T-fund company holds a leading position in current fund industry with advantages in aspects of capital scale, brand recognition, and administration experience; meanwhile, it also reveals the disadvantages of T-fund company, such as abundant substitutes, investors’low loyalty to product, the strong dependence of distribution agents, and the deficient control of customer resources. Secondly, the marketing strategy of T-fund company is analyzed comparatively from aspects of product, rate, channels, sale promotion, and customer service and it shows the existence of several problems, such as a severe homogeneity of product, a relative strong dependence of distribution channels, and a relative high degree of being duplicated in aspects of promotional techniques and customer service projects. Thus, to sum up, it is suggested that T-fund company should strengthen management of differentiation in marketing strategy to make the most of intrinsic advantages; innovate differentiation in industry through the enhancement of investing capability and innovation of administration; deepen collaboration with distribution channels and improve management of self-sale channels to promote establishment of marketing network; train a marketing team with high quality in fund business administration to improve thoroughly its ability of customer services; and tighten risk control to gain advantages of sustainable development and achieve strategic objectives of the company.I wish the analysis study and the measures for improvement in this thesis can not only be of reference value for T-fund company, but also for other enterprises in fund industry.