Research On The Marketing Strategy Of A Company's Fund Sales Agency

In recent years,mutual funds in China is developing rapidly,the mutual funds has gradually diversified distribution channels,compared to the mature international market,independent sales organizations in China showing a huge space for development,this paper aims to study the independent fund sales institutions to carry out fund distribution business marketing strategy choice,it has practical significance for the business of A compa ny,also have certain reference significance for other institutions.At present,the research on the marketing strategy of mutual funds mostly take fund company as the research object,from the four angles of product,pricing,promotions and channels and the channel research mostly concentrated in the banking,securities companies which have a large number of customers.Marketing Strategy for independent fund sales institutions rarely mentioned.In this paper,the independent fund sales institutions as the main body of research,analysis of its advantages and disadvantages and customer characteristics,in order to find a more suitable independent fund sales institutions strategy.In this paper,the research methods include: literature research,comparative analysis,investigation and analysis.Taking A company as the main research object,using the related theory and experience,through the analysis of questio-nnaire investigation and case study,and the conclusions are drawn as follows:(1)independent fun d sales agencies according to customer characteristics are divided into four types.The marketing strategy showed product diversification,new customer training,service marketing,low threshold low rates,product conceptual simplification and scene marketing characteristics;and the difference is mainly reflected in the customer orientation and service mode.(2)combined with the current situation of A company and customer survey results analysis,it is recommended that A company take measures to improve from the following point: rich products,price the normal promotion,expand channels,service improvement.