Marketing Channel Management Optimization Of X Mutual Fund Company

With the historical process of China's reform and opening up,Since 1998 China's fund industry both assets under management and product quantity type to realize leap-forward development.Since 2012,the growth of China's public offering fund assets,has gradually become the support strength of asset management business.At present,the mutual funds marketing channel members is mainly banks,securities companies,securities investment consultation institutions,independent fund sales institutions and other institutions.With the United States,Europe and other developed countries compared to the fund marketing channels,marketing channels to the uneven development of fund in our country,occupies the absolute advantage of commercial Banks to sell goods on a commission basis.In recent years,with the impact of the third party professional sales organization,market sales channels in the fund ownership will build a new pattern of public funds marketing channel strategy will be as an important part of public offering fund company marketing strategy.With information technology introduced new rules,the increasingly fierce industry competition,the disadvantages of existing marketing channel X mutual offering fund company appeared gradually.Channel product line is too single,channel structure of responsibility is not clear,lack of effective channel incentive system and unreasonable structure of marketing channels.A variety of factors lead to public offering fund company X management scale decline in recent years,gradually reduce profit margins.In this paper,through the introduction of marketing channel management and public fund theory,as the theoretical basis to put forward optimization suggestions,and through the study of domestic and foreign marketing channel status as the background of the environment.Focusing on X public fund company as an analysis case,this paper introduces the company information and the present situation of marketing channel management,as well as the existing problems in product end,channel structure,channel personnel structure and channel resource utilization.Through the above analysis,the paper puts forward some measures to optimize the marketing channel management of X public fund company,such as enriching the channel product line,improving the channel structure and personnel structure,and improving the channel performance incentive system.Finally,it puts forward the guarantee measures after the optimization of marketing channel management,looks forward to the future development of public fund marketing channels,and ensures to provide impetus for the rapid development of public fund companies.