Research On The Marketing Strategy Of Z Securities Company’s Fund Investment Advisory Business

In recent years,China’s macro economy as a whole has been improving and the gross domestic product and disposable income of urban residents have maintained steady growth,which has led to an increasing demand for wealth management among investors.With the significant decline of commission rate in the domestic securities industry,the revenue growth rate of securities companies whose main revenue is brokerage business has declined,and the transformation of wealth management has become the main strategic direction for securities companies to improve the stagnant growth of brokerage business revenue.However,due to the fact that China’s financial system has long been dominated by commercial banks,investors’ trust in public funds and wealth management products distributed by securities companies is not high,securities companies have cooperation channels for distribution products to be expanded,and product richness and differentiation are not strong,etc.Wealth management transformation of securities firms is still in the initial stage of development.In October 2019,the Securities Regulatory Commission issued the Notice on the Pilot Work of Investment Advisory Business of Publicly Raised Securities Investment Funds,which officially allows approved financial institutions to accept investors’ authorization and discretionary mandate,meaning that the "buyer’s agent model" is officially opened.The fund investment advisor business binds the interests of sales institutions and investors,solves the problem of funds making money and fund investors not making money,promotes the liquidity of the capital market,and provides a favorable tool for the transformation of wealth management of securities companies.z securities company is a domestic head brokerage company,which was officially granted the pilot license of fund investment advisor business in June 2021,and the company takes the fund investment advisor business as an important tool for the transformation of wealth management.The company is leading the approved institutions in the same period in terms of the number of contracted clients and asset size of fund investment advisory business through key client operation,employee incentives and other policy guidance,but the overall development scale of the business still needs to be improved in terms of long-term development and market share analysis.This thesis analyzes the current situation and problems of marketing,and proposes marketing strategies,taking Z securities company’s fund investment advisory business as the research object.Firstly,the theoretical foundation and the basic concept of fund investment advisory business are explained.Secondly,the PEST model is applied to analyze the macro environment,the five forces model to analyze the industry environment,and the 7P marketing theory is used as a framework to explain the current situation of Z securities company’s fund investment advisory business and target customer profile according to the characteristics of signed customers.Then,we applied questionnaire survey and employee interview method to find out the problems of Z securities company,such as product experience needs to be optimized,single marketing channel,traditional promotion method,staff incentive and management system is not perfect,ineffective tangible display and service process needs to be improved,and explained the reasons for the problems.Finally,the following recommendations were made for the marketing strategy: strengthen the intelligent product experience,optimize the signing process and portfolio strategy to increase life scenarios;broaden external channel cooperation,focus on online traffic attraction and network marketing;match promotional activities with customer investment preferences,expand publicity and track the implementation effect;adjust the staff performance and assessment system,empower the headquarters to enhance staff professionalism and strengthen process management;accelerate the progress of smart network points The company has also established a service tracking system to ensure the standardization of services,and paid attention to the precise marketing of target customers and the maintenance and conversion of stock customers.By analyzing the case study of Z securities company,this thesis hopes to provide some reference value for the marketing strategy of fund investment advisory business of approved institutions.