Research On The Marketing Strategy Of Public Funds Of Z Joint-stock Commercial Bank

In recent years,with the healthy and rapid development of China’s capital market,the wealth of residents is increasing day by day,and the demand for wealth management by individual investors is constantly increasing.Public funds have also entered the fast lane of development.As an important role in asset management business,commercial banks have gradually realized the importance of improving industry competitiveness by vigorously developing wealth management business.The agency sales of public funds is an important part of the wealth management business of commercial banks.It can not only bring stable intermediary business income to commercial banks,but also is the key for commercial banks to demonstrate their wealth management capabilities.The research object of this article,Bank Z,is one of the larger traditional joint-stock commercial banks in China.Since 2011,it has taken retail business transformation as an important development strategy.Over the past decade,Bank Z’s retail business has grown by leaps and bounds and is in a dominant position among comparable peers.However,the advantages of Bank Z in the agency sales of public funds are not yet obvious.Compared with its peers,the non-monetary fund ranks behind in terms of sales and holdings,and faces problems such as lack of team structure,ambiguous fund product strategies,insufficient sales staff,and weak after-sales maintenance of funds.On the basis of reading relevant literature at home and abroad,the author of this paper takes Bank Z as the research object,and conducts an in-depth analysi’s of the problems faced by the company’s fund agency sales business,and analyzes the macro environment and micro environment.The marketing environment in which the fund business of Z Bank is located,and the advantages,disadvantages,opportunities and threats of the fund agency business are discussed,and the development strategy and direction of the fund agency business of Z Bank are clarified.By analyzing the target market,the specific market positioning of Z Bank’s fund agency business is obtained.Finally,improve and optimize the fund marketing strategy of Bank Z,including formulating a clear product strategy,formulating a flexible price strategy and a competitive promotion strategy,optimizing and improving online and offline channels,and improving fund business related personnel.With the help of mobile banking,we can create a richer tangible fund display strategy,and improve customer service experience by improving the fund after-sales service system.At the same time,relevant guarantees will be made in terms of organizational management,human resources,finance,system operation and corporate culture to strengthen the development of Z Bank’s fund business.This research provides a valuable theoretical basis for the fund agency business of Bank Z,and is of great significance to the rapid development of Bank Z’s wealth management business.