Marketing Diagnosis Research Of M Fund Company

Ever since the fund industry came into being in 1998 in China,it has become a critical element in the financial industry of our country after continuous growth and expansion in nearly twenty years.After development from rapid growth to mature stage,fund industry is faced with more intense competition and the development bottleneck.Serious homogeneity of funds and alternative products issued by other financial institutions and high channel cost,are making some unprecedented difficulties for fund marketing,especially for small and medium sized fund companies.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 through the diagnosis of M Fund Management Company,one of the small and medium sized fund companies.Although this company was one of the early fund companies in the industry,its development has not been smooth all the time.The number and scale of M company's products have lagged behind the industry average,the profitability is poor,and the channel cost is high.This paper is divided into six parts,namely the introduction,the review of M Fund Company's external environment analysis and significance,research methods,and related theories,the second chapter describes the marketing status of M fund company,introduces its industry background and the basic situation of its own company as well as the existing problems in marketing,The third chapter analyzes the marketing strategy of M fund company by using Potter five profit model and SWOT tool combined with the analysis of corporate governance structure,the fourth chapter uses the theory of 4P,respectively,for the company's marketing strategy in products,channels,pricing,promotions and corporate fund product holder structure analysis,the fifth chapter,according to the above analysis results,puts forward some optimization suggestions,the last part is the conclusion.This paper follows the marketing theory and method,combining theoretical research and empirical analysis,qualitative and quantitative analysis.Through the analysis and diagnosis,we try to find what is the problem with the marketing strategy of M company,why these problems arise and try to Provide some suggestions for optimization.In view of the above,it strives to come up with the significant reference in the selection and application of the marketing strategy in practice.