The Marketing Strategies Of M Fund Management Company

Ever since the fund industry came into being in1998in China, it has become a critical element in the financial industry of our country after continuous growth and expansion in over ten years. By virtue of the rapid development of the economy, this industry only takes ten years to go through a growth course which lasted for decades of years in developed countries abroad. With the market downturn brought by a once-in-a-generation financial crisis, however, it has seen its hard times. In terms of fund companies, some adjustment should be made to the marketing management in order to meet the new market situation.M Fund Company, the research object selected for this thesis, is a medium-sized fund company that has experienced a rapid development of the bull market in stock market. At present, it is faced with development challenges brought about by changes in the market after the financial crisis, the scale of company management standing still, economy vitality weakening, and market lacking significant development opportunities. In this case, the enterprise is trying to seek new development ideas and marketing models, hoping to find the breaking points of progress and is continuously attempting to find new opportunities for development, which are of the typical characteristics of fund companies during this period, relatively representative.In this thesis, by researching the economic and market environment of the fund industry in our country, we, based on the current operation situation of M fund company, analyze the macroscopic and microcosmic market environment of M company and make conclusion accordingly through the analytical methods of theoretical and comparative analysis together with the research methods of SWOT and Porter’s Five Forces. In view of the above, the examination is made to the marketing strategy and goal that should be adjusted by M company and, meanwhile, appropriate strategy should be raised according to its actual state. In the last part of the thesis, various segmentation strategies and implementing suggestion that will be adopted are discussed in detail, Mainly including: channel strategy, product strategy, service strategy, brand strategy and related strategy of fine refinement marketing for combination and promotion, as well as integration.Currently, the study of domestic fund industry is more concentrated on the theoretical study and industry experience transplant of developed countries, and it is very difficult to play a role of reference for the industry development, since the study on present status of the fund industry has become less after the global financial crisis. In this thesis, the exploration is made on researches in two ways. Firstly, the thought and research are not limited to pure theory. Secondly, the investigation is made on the way by which the fund company should adjust its marketing strategy to meet the new market state after the global financial crisis, striving to come up with the significant reference in the selection and application of the marketing strategy in practice.