Research On Marketing Strategy Of Collective Asset Management Business Of Guang Fa Asset Management Company

In recent years,China's collective asset management business has developed rapidly.In particular,after the Securities Regulatory Commission allowed securities company asset management institutions to carry out innovative asset management business,collective asset management business became one of the core businesses of securities companies.From 2012 to 2017,collective asset management business experienced irregular developments such as rigid payment and fund pool business.Beginning in 2017,the regulatory authorities have introduced a series of systems that have turned all collective asset management businesses in China into a net-value model,which has led to a serious homogeneity of collective asset management products.With the increasingly fierce competition,the marketing work of the asset management business of the securities firm's collective management will face new challenges.Under the guidance of the new rules of asset management,how to switch to the real asset management business that is actively managed,develop collective asset management business,and seize market opportunities are key issues that need to be considered in the transformation of the asset management marketing work of securities companies.This paper takes Guangfa asset management company as the research object,takes financial service marketing theory,financial service marketing mix strategy and STP theory as the basis,adopts literature research method,data analysis method and interview method to diagnose and analyze the current marketing situation of collective asset management business of Guangfa asset management company,and believes that there are product lines in collective asset management business in Guangfa asset management company There are many problems such as imperfect Bureau,strong limitation of marketing channels,weak promotion unreasonable rate structure and high turnover rate.This paper uses pest tools to analyze the current macro environment,through industry,competitors and internal analysis to help Guangfa asset management explore the advantages and core competitiveness in the complex and changing market,and uses SWOT analysis to analyze the situation of internal strengths and weaknesses,external opportunities and threats of Guangfa asset management company's collective asset management business.On this basis,based on STP marketing theory and 7PS service marketing theory,a set of marketing strategies suitable for the collective asset management business of Guangfa asset management company is formulated,including positioning of the target market,improving product line strategy,scientific and reasonable pricing strategy,layout of the whole channel strategy,strengthening marketing promotion strategy,standardizing personnel management strategy,optimizing process management strategy and Give full play to seven aspects of tangible display strategy.Finally,through the establishment of cross selling policy,the improvement of compliance risk control mechanism,the improvement of financial management system and the strengthening of financial science and technology application and other measures,we can realize the rapid transformation of the collective asset management business of Guangfa asset management company under the background of new asset management regulations,so as to ensure the market leading position.The marketing strategy research scheme of the collective asset management business of Guangfa asset management company put forward in this paper has a positive role in promoting the market development and performance improvement of the company.The ideas and methods of analyzing and solving the problems in this paper can be used for reference by other securities companies in the context of the new asset management regulations,and also provide a theoretical basis for the following peers engaged in the research of the marketing development of the asset management industry.