Marketing Strategy Of Shenzhen100ETF To Sun Securities Co; Ltd

Since the establishment, our securities market has made remarkable achievements.Meanwhile, there are lots of problems such as embezzling the security deposit, illegaloperations beyond permission, unclear investment direction, and market manipulation.Many securities companies face bankrupt for illegal operations, and Sun SecuritiesCo;Ltd is one of those in struggle. It’s urgent for Sun Securities Co Ltd to find newprofit point to survive, and we study its new marketing strategy of fund products in thebackground that ETF fund has just been introduced in China not long ago. We hope tomake a suitable marketing strategy to help Sun Securities Co Ltd succeed in marketingand then get out of crisis.Taking Shenzheng100ETF as main product, we propose marketing strategy forSun Securities Co Ltd to establish its own marketing model. And we also suggestspecific measures for its implement. First of all, we analyze the statement of its fundmarketing, and then we briefly introduce the Sun Securities,Co Ltd its main productand the Shenzheng100ETF. We then analyze the defects of its marketing and theenvironment for fun marketing, including analysis of macro environment,micro-environmental analysis, advantages and disadvantages of Shenzheng100ETF.Based on those and4PS marketing theories, we propose specific measures forproducts, price, channel, sales promotion and marketing mix to establish strategy forSun Securities Co Ltd.In the last chapter, we pay close attention on theimplementation measures for the fund marketing solutions, including organization,management system, marketing expenses and staff. First of all, an effectiveorganization structure with specific responsibility of different parts must beestablished and more communication and service consciousness should be cultivated.Secondly, we propose a set of incentive and assessment mechanism to guaranteeexpenditure and staff for the implementation. We provide some suggestions formarketing for securities companies. Using macro analysis and specific analysis, weanalyze the statement and forecast its fund marketing and also, point out problems inthe fund marketing of Sun Securities.Co Ltd.