Research On Marketing Strategy Of Baoying Fund Under The Background Of New Asset Regulation

With the official promulgation of the new asset management regulations,the valuation methods of all domestic asset management products will completely become the net value model,which means that the homogenization of all asset management products will become increasingly serious in the future,and the domestic asset management business will also enter.A new era of competition.In particular,the establishment of a financial management subsidiary by a commercial bank to conduct public fundraising will be the biggest competitor of the fund company.The fund company's customer marketing work will face new challenges,and the fund company's emphasis on marketing will be raised again.New height.Baoying Fund Management Co.,Ltd.,as an old-fashioned fund management company,has experienced a tortuous development process,but it has also experienced the ups and downs of the development of the domestic capital market and has a history of brilliant development.The paper takes Baoying Fund as the research object,and uses financial service marketing theory,relationship marketing theory and 4R marketing theory as the theoretical research basis.By using literature research method,data analysis method,interview method and questionnaire survey method,etc.The status quo of marketing has been diagnosed and analyzed.It is found that the company has many problems such as unreasonable product layout,lack of effective linkage between investment research and sales,and lack of effective coordination in the internal development of the marketing system.Therefore,in the context of the new rules of asset management,the paper proposes that Baoying Fund should be customer-centered,optimize the company's marketing strategy from four aspects: relevance,response,relationship and return,and formulate on the basis of optimization plan.Program implementation points and safeguards.Baoying Fund's marketing strategy optimization program has four main points: First,improve customer response time by recommending customer complaints “zero-second response” mechanism,optimizing internal inter-departmental communication mechanism,and establishing customer manager customer target responsibility system.Secondly,through the formation of integrated marketing strategic alliance with the agency channel,the establishment of investment and research sharing and sharing mechanism with customers and the establishment of resource sharing mechanism with customers to strengthen the relationship with customers;Third,through the improvement of product lines,product differentiation pricing and invitations Customers participate in the design,and associate with customers through products and services.Fourth,through the optimization of marketing channels,the establishment of a scientific internal investment research staff training system,to bring stable returns to channel partners and customers.The marketing status of Baoying Fund Management Co.,Ltd.is basically similar to that of most small and medium-sized fund companies.Therefore,the Baoying Fund marketing strategy optimization plan proposed by the paper can not only positively promote the market development and performance improvement of the company;The problem and the solution to the problem can also provide reference for the experience of other small and medium-sized fund companies in the background of the new rules of marketing management.It also enriches the application of 4R and other relationship marketing theories in the field of fund product marketing.Provide practical reference for scholars who are engaged in the marketing development of research fund industry.