Research On Marketing Strategy Of Public Fund Investment Advisors

In recent years,affected by factors such as declining commissions,industry homogeneous competition,and rapid growth of other businesses,the market share of small and medium-sized securities companies in traditional brokerage business has declined and their performance has declined.Therefore,small and medium-sized securities companies are in urgent need of innovation in the brokerage business,and the transformation of wealth management is imperative.As a new business opened in my country in 2019,public fund investment advisory can guide residents to increase the allocation of fund products and bring long-term capital supply to the capital market.Management transformation and development bring opportunities.Therefore,this paper puts forward the research on the marketing strategy of public fund investment advisors-based on the analysis of G securities company.This article takes G securities company approved as the pilot qualification of public fund as the research object,adopts the case analysis method to study its business overview and marketing status,and through the questionnaire survey method,investigates the contracted customers of G company’s fund investment consultants on this business.The following problems exist in the current marketing of fund investment advisory business of G Company:(1)Inaccurate division of customers(2)Serious homogeneity of product strategies(3)Complicated product purchase process(4)Channel construction needs to be improved urgently(5))The pricing of the strategy has no obvious advantages(6)The promotion method lacks pertinence.Taking G Securities Company as an example,the author analyzes the basic situation and behavioral characteristics of the current fund investment advisor contract customers,subdivides the main customers into four types,and analyzes the four types of customers from product marketing,service marketing,channel marketing,price Marketing and event marketing five levels of marketing strategies are put forward:(1)Online marketing methods such as online course gifts and virtual experience gold activities can be adopted for young and young asset customers;(2)The strategy scenario-based,Focus on offline marketing methods such as post-investment companionship services;(3)For middle-aged and young middle-and high-asset clients,use the method of holding exclusive public welfare activities,enhancing the professionalism of post-investment services,and giving away life-related rights and interests;(4)For middle-aged VIPs Customers should use the method of providing one-to-one exclusive customized services and building an exclusive rights system for VIP users of G Securities Company for marketing.This article hopes to help G Company and other securities companies form a set of scientific marketing strategies that can promote the long-term development of their public fund investment advisory business through the above strategies,and provide assistance for the transformation of wealth management.