Research On The Marketing Strategy Of Public Fund Products Of Guiyang HC Securities Compan

Since the establishment of the first batch of public funds since 1998,as the most important institutional investors in China’s A-share market,the public fund industry has achieved leapfrog development for more than 20 years,especially in the past 2019 and 2020,the profit-making effect of public funds is very obvious,and the overall scale is also growing.In 2019,the A-share Technology Innovation Board registration system was implemented.In 2020 and 2021,China successively launched the gem registration system and the Beijing stock exchange,and the capital market reform entered the fast lane.On the other hand,as a securities company,with the continuous decline of commission rate of individual customers in recent years,the traditional brokerage business is facing severe challenges.How to do a good job in the transformation of brokerage business is a thorny problem for various securities companies.Under the background of resident allocation,the continuous implementation of the capital market registration system policy and the continuous expansion of the scale of A-share equity funds,the consignment of public funds has become an important starting point for the brokerage business transformation of various securities companies,and the importance of the consignment of public funds by securities companies is gradually highlighting.Based on marketing management theory and guiyang HC Securities as the research object,this paper summarizes and analyzes the marketing situation of guiyang HC Securities Company’s public offering fund products and the marketing environment of Guiyang HC Securities public offering fund products.Found by means of a questionnaire survey of guiyang HC securities in the public funds in customer segmentation,product sales on a commission basis fund product range is relatively single,lack of public funds product price advantage,lack of professional marketing staff,customer subscribed channels is relatively single,lack of enough display marketing products,problems such as lack of investor education activities,STP theory is used to re-segment the market,and then combined with 7Ps theory,corresponding marketing improvement strategies are proposed for target customer categories [this is the core content of the paper,which needs to be listed].The specific strategies are as follows: 1.Increase the dimension of product selection by enriching the product system;2.Implement differentiated product rates to realize different pricing strategies;3.Increase customer subscription channels;4.Carry out regular investor education to establish customer risk awareness;5.Carry out follow-up investment training to improve professional skills of service personnel;6.Improve marketing efficiency by improving promotion and display of products to be sold.7.Organize fund sales for each period and implement process management and other seven optimization strategies.Finally,through optimizing and improving the public offering fund product sales assessment system,do a good job in the business department incentive mechanism,do a good job in customer data mining,deepen the brand culture construction four safeguard measures,to provide strong support for guiyang HC Securities public offering fund product marketing.It can provide reference value for the marketing practice of public offering fund products of Guiyang HC Securities Company.