Study On Service Marketing Strategy Of A Fund Management Company

Since the issuance of China's first open-end fund Huaan Innovation Fund in 2001,the fund industry has developed rapidly over the past decade,and the market has continued to grow and become increasingly fierce.With the promulgation of the new fund law,the threshold for public fund companies has been lowered,more and more new fund companies have been established,and various alternative products have been launched,which has further exacerbated market competition.With the increase in disposable income and the increase in investment awareness,the demand for wealth management of residents has increased significantly,and the fund industry has achieved leapfrog development.Fund marketing has also extended from a single product design to the pre-sale,sale and after-sales of the fund.In the current market environment,traditional marketing strategies can no longer meet the needs of fund marketing development.How to improve the service marketing awareness of fund companies and enhance the market competitiveness of the company by formulating new service marketing strategies,so that the company is in a fierce The place where industry competition has a place is the primary issue that needs to be considered.This paper takes A fund company as the research object.A fund company has been established for more than ten years.It is one of the earliest public fund companies established in China.It has experienced the baptism of the securities market and witnessed the development of the fund industry.However,in recent years,the company's asset management scale has been shrinking,and it is facing a more severe test in the current fierce market competition.This paper firstly analyzes the marketing status of A fund company and analyzes the problems in the company marketing.Then analyze the macro environment and micro environment of the company,and analyze the company's strengths,weaknesses,opportunities and threats through SWOT,and then develop the company's development strategy.Through questionnaires,we can understand the investment preferences of individual investors of the fund,and conduct market segmentation,target market selection and positioning through STP analysis.Based on this,based on the 7P service marketing theory,the service marketing strategy suitable for A fund company is formulated.Finally,the safeguard measures for the implementation of the service marketing mix strategy of A fund company are proposed,in order to help the improvement of the marketing work of A fund company.As a representative of a small fund company,A fund company may face the problems that many small fund companies face and are representative.This paper has practical guiding significance for the improvement of marketing work of A fund company.It has certain reference significance for other small fund companies to break through the marketing dilemma,improve service awareness and establish good customer relationship.