Research On Strategy Optimization Of Marketing Channel Of G Fund Company

China's first public offering fund was listed in 1998.After years of development,its size increased from 10.76 billion yuan in 1998 to 14.78 trillion yuan by the end of 2019,an increase of 1,373.6 times.With the implementation of the new capital management regulations in 2019,the marketing of public offering products has ushered in the most competitive stage and historic growth opportunity,and various public offering companies are scrambling to lay out their products in the marketing channels.Whether the marketing channel strategy of public offering fund is effective directly affects the market share and profit of fund companies in the era of big capital management,and also affects the future development trend of the company.Founded in March 1998,G Company is one of the first open-end fund management companies in China.Since its establishment,G Company has closely followed the development of the public fund industry and gradually become one of the representative public fund companies in China.Taking G Company as an example,this paper first studied the theoretical knowledge of public offering fund and the development process of fund marketing channels through investigating the literature of fund marketing channels at home and abroad,and analyzed the current status of product marketing and channel construction of G Fund Company.At the same time,STP strategy marketing theory is used to analyze the current marketing effect of G Company in Banks,securities companies and the company.It is also found that in the marketing strategy of Company G,there are problems such as poor management and control of marketing channels,fierce competition in marketing channel products,high marketing costs,and imperfect marketing team incentive mechanisms.Insufficient development depth,lack of channel maintenance mechanism,and loss of the direction of marketing team building are related.According to the existing theoretical basis,combined with G Company's current marketing status,existing problems and reasons,this paper provides relevant strategies for optimizing G Company's marketing channels.First,optimize the structure of marketing channels,optimize the channels of Banks and securities companies and start with the distribution of products with channel characteristics.Second,implement the promotion strategy of marketing channel service,realize the function transformation of marketing personnel,and provide value-added services for marketing channels.Third,implement the optimization of marketing channel governance,including the transformation of marketing channel agency product model and marketing channel incentive methods.Fourth,perfect the marketing team system,establish the marketing team training system,promote the businessdivision model of the marketing team,and build the incentive mechanism of the marketing team.The above four measures can effectively improve and perfect the problems existing in the marketing channels of G Company,and promote the effective expansion and continuous improvement of the marketing channels of G Company.