The Research Of Marketing Strategy On S Fund Management Company

Fund industry, as one of The Emerging Industries in China, after15years of development from rapid growth to mature stage, is faced with more intense competition and the development bottleneck. Serious homogeneity of funds and alternative products issued by other financial institutions, are making an unprecedented difficulties for fund marketing. The fund marketing plays an important role on the development of the industry, which is driven by marketing. Therefore, this paper attempts to explore the effective marketing strategy based on S Fund Management Company.The Research introduces the theory and tools of marketing into the fund products, with different characteristics of general products. The Result will be used in the marketing strategy of S Fund Management Companies. Starting from the global fund market marketing environment, it absorbs the advantages of foreign mature marketing model and applies in China. Based on the actual situation of the S Fund Company Marketing, the article analyzes the external and internal environment of it. According to the internal strengths and weaknesses, as well as the opportunities and challenges faced by S, a series of combination strategies for fund marketing is formed with the SWOT analysis. The Research eventually forms the core marketing strategy--"Dominated by Innovative Products", with suggestions from four aspects of product, price, channel and promotion.