Research On The Improvement Of Mutual Fund's Marketing Channel

Since 1998,China's first public fund offering since the establishment of the fund industry presents the trend of rapid development.The raised fund management company from the initial development of the 5 to current 121,behind the prosperity and development,the reason why is the fund companies are between the fierce marketing fight.Marketing channel strategy as an important part of the marketing strategy company and getting more and more attention by various fund companies.With the advance of asset management and the changing of business environment,the disadvantage of existing original marketing channel strategy of fund company appeared gradually.How to make marketing channel to adapt to new normal and to promote a health and rapid development of company which is a common problem facing to the domestic fund company,and it is also placed in front of the XQ fund company priority.This paper obtains form the research on the evolution process of domestic fund industry and combine with the advanced experience in development from foreign fund industry.Next combined with the development trend of domestic financial industry mixed operation and the development process of Internet finance,using data analysis method and field research method,the XQ fund company to conduct a comprehensive analysis of the status of the marketing channel to analyze the XQ imbalance in the structure of fund company in the marketing channel and insufficient channel control and channel incentive system and other aspects.Using SWOT analysis method to analyze the advantage and disadvantage of the marketing channel of XQ company,and giving a SWOT strategic analysis after analyzing the combination of marketing channel environment of opportunities and threats face by companies.Finally,due to the development experience of foreign fund channel and the SWOT analysis of XQ to put forward the optimization strategy suggestions which are to improve the channel organization structure and the main channel constitute the way to optimize the channel organization structure;channels,brokers and direct channel from the bank three aspects: developing traditional channels;innovation and development of insurance company channels and online on a commission basis;develop channel incentive strategy and the corresponding Optimize the program safeguard measures.The innovation of this paper lies in the innovation of the research perspective.At present,most if scholars mainly study the strategy of the entity's economic marketing channel,and research the channel strategy is very few.This article focused on the marketing channel strategy of public fund,taking the XQ fund company as an example,by the method of on-the-spot investigation,data analysis and case analysis,combined with the current and the latest situation of fund industry,the proposed public offering of the marketing channel strategy optimization program.