Research On The Improvement Of HS Fund’s Marketing Channel Strategy

Mutual fund is an indispensable member of the modern asset management industry.The rapid development of mutual fund cannot be separated from the development of marketing channels.The sales of public offering fund are mainly divided into direct selling and consignment sales.As the information technology of the new rules,each big commercial banks have set up the bank financial subsidiary,the securities information technology products,trust products,financial insurance,and other products are still let mutual funds maintained the pressure of competition,although mutual funds of the company’s investment research ability to stay ahead,but has the disadvantage of direct channel development is slow,lack of strong support on a commission basis channels.Therefore,in the face of the competitive pressure of the asset management industry,the existing marketing channel strategy of public offering fund needs to be changed to improve the quality of the marketing channel,expand the breadth of the marketing channel and further improve the industry status.Taking HS Fund of the company’s marketing channel management strategy optimization as the research subject,using the theory of marketing channel structure,marketing channel behavior theory and the theory of marketing channel relations,analyzes HS Fund company marketing channel management status,including existing marketing channel structure layout,the existing marketing channel control analysis and the analysis of existing marketing channel relations,analyzes HS Fund company marketing channel management problems and their causes,including imbalance in the structure of marketing channel marketing channel behavior not controlled and the marketing channel relationship is unreasonable,This paper puts forward three optimization strategies: optimizing the structure of marketing channel,strengthening the behavior management of marketing channel members and reconstructing the relationship between marketing channel members.The research results of this paper have guiding significance for HS Fund company to do a good job in marketing channel management,which is conducive to improve the efficiency of marketing channel management and enhance the comprehensive competitiveness of the company.At the same time,the domestic fund industry to do a good job of marketing channel management,improve the marketing ability of the entire industry,in the era of large capital management to maintain and enhance the status of mutual fund products have reference value.