Research On The Improvement Of CA Fund Company's Marketing Strategy Under The New Rules Of Asset Management

On April 27,2018,with the approval of the state council,the guidance on regulating the asset management business of financial institutions(hereinafter referred to as "new rules on asset management")was officially released.As an important part of the domestic financial market,the marketing strategy of public offering fund should be improved according to the new policies and situations under the new capital management regulations.At present,the domestic and foreign marketing strategies for public funds are mainly studied from four aspects: product,price,channel and promotion.However,after the introduction and implementation of the new policies,there is a lack of research on the improvement of marketing strategies of public offering fund companies in the new form.In this paper,through the analysis of the information technology the new rules,found that the new rules regulations whether public offering fund management company's public offering products,or a commercial bank or other financial institutions has the qualifications of independent legal representive.it is also the public offering of public offering products,product types and investment targets are no difference,bank financial products investment threshold has dropped to 50000 from 10000.The China banking regulatory commission(CBRC)promulgated the measures for the supervision and administration of financial management of commercial Banks after the issuance of the new rules,which clearly stipulates that Banks can issue financial products similar to money funds,and the valuation method can use amortized cost method.This is more attractive to investors in the market with fewer restrictions and higher expected returns than the money funds currently offered by public fund companies.Commercial Banks have been the main sales channel for public funds.Based on their own advantages,Banks can attract more investors to turn to Banks.The entry of commercial Banks poses a great threat to public funds.The author in this article USES literature research,data analysis and survey analysis,CA fund public funds business of the company as the main research object,using the theory of fund marketing and industry experience,through the questionnaire survey and analysis on the company's customers,the following conclusions:(1)the information after the introduction of new rules on the ground,fund company way of customer willingness to buy products,some changes have taken place,such as in the new situation,the CA fund company existing product line not neat,lack of channel development,its service differentiation serious problems such as;(2)based on the analysis of the current situation of CA fund companies and customer survey results,it is suggested that CA fund companies should optimize and improve their marketing strategies from five aspects: enriching product lines,improving the company's rate structure,diversifying promotional means,actively developing sales channels and improving customer service quality.