The Research Of Marketing Strategy In Small And Medium-Sized Fund Companies

China’s fund industry is a highly centralized. The big fund company has a highermarket share and number of customers. So they play the role of leader. While the numberof the small and medium-sized fund companies is large, they have lower market share andmanage lower percentage of asset. It’s the small and medium-sized fund companies are themain participates in fund industry. This paper research the marketing strategy of the smalland medium-sized fund company to try to find a best development way for them. Basedon the research, we find out the disadvantage and weakness in the marketing practice.After we realized the weakness we can learn from the company who does this well. At thesame time, I gave the advice for the development of the small and medium-size fundcompany. So this paper can be a good guider for the marketing practice.This study based on the theory and the practice. We reviewed the development of thesecurities investment funds theory and learned the history of the fund development. Thenwe reviewed the history of marketing theory, which mainly in the service marketing. Atthe same time, we also related to the relationship marketing. Reviewed the developprocess of marketing from4P to4C to4R. After familiar with the theory, we began ouranalysis based on the practice. The third part analyzed the development status of China’sfund industry. We divided into three parts for analysis. Firstly, we analyzed thedevelopment status of the fund management company. Secondly, we study the status offund products. Then the competitive position of the fund industry is analyzed from amacro perspective. The three main forces of Porter’s five forces model is analyzed detailed.Next, we analyzed the marketing strategy of small and medium-sized fund companies.Start with the traditional4P marketing strategy---the product, price, place and promotion.Service marketing improvements based on4C,4R theory. Finally, we analyzed thenetwork marketing strategy, especially, the mobile phone users. After the analysis andstudy, we get our conclusion of this article. We raised a few reference suggestions to thesmall and medium-sized fund companies. Hope to do a little contribution to thedevelopment of small and medium-sized fund companies.