Research On The Product Diversification Strategy Of DH Fund Company Based On Core Competitiveness

The domestic fund industry has been developing rapidly in recent years.The assets and overall industry scale of the fund companies are growing fast.However,after a rapid development,they are also faced with the challenges of product lack of innovation,capital competition and industrial transformation.Especially for small and medium-sized fund management companies,due to policies and restrictions on the scale of general product is single,which has greatly restricted the development of the company,so how to carry out diversified products has become one of the choices facing small and medium-sized fund company.This paper takes the diversification strategy of DH fund company in the small and medium-sized fund industry as the research object,focusing on the company's product diversification strategy.In the research content and process,firstly,this paper discusses the related theory of product diversification strategy on the DH fund company as the case background establishment and introduction,theoretical basis of the second program,according to the current situation of DH fund companies increased business accounts with high cost and low profit,the internal resources of the company analysis and analysis of the external environment,and to understand the company's five forces analysis before facing the industry five competitive forces,using SWOT analysis to understand the advantages and disadvantages,opportunities and threats of external and internal,DH fund companies because it has certain ability of R &D and marketing network,so it can be related to diversification strategy choice the development of;finally,according to the guiding principles of the related diversification strategy,for the implementation of its product strategy are discussed.The conclusion of this paper is,based DH fund companies to increase business accounts in the path of development,gradually moving towards product related diversification,to develop "large public fund" as a breakthrough in the plate layout of monetary funds,equity funds,index funds,bond funds and other products.In the implementation of specific strategies,we need to make up for the shortcomings of the company's development at present,such as winning relevant policies,product innovation,brand marketing and talent protection,and finally giving full play to its core competitiveness.