Research On Marketing Strategy Of XX Securities Fund Investment Advisor Business

As society progresses,consumers’ demand for financial services is steadily increasing,rendering traditional brokerage businesses unable to meet this demand.Therefore,wealth management has become increasingly important and a key factor in securities companies’ efforts to increase their competitiveness.The fund investment advisory business is a novel wealth management model that can offer securities companies additional development opportunities.In October 2019,China’s fund investment advisory service officially launched a pilot project,though it is still in its nascent stages.After three years of development,the marketing strategies of the pilot institutions have not been systematic and effective,resulting in a lack of product categories,single channels,and a significant homogenization of the product range.XX Securities Company officially launched its fund investment advisory business in May2022.This paper examines the company’s marketing issues by analyzing questionnaire data and personal interview content in order to gain insight into the current state of affairs and identify potential solutions.Additionally,safeguards are proposed to ensure the successful execution of the plan.This paper examines XX Securities Company’s fund investment consulting business,drawing on the 7P theory and conducting a comprehensive review of relevant documents.This sentence further elucidates the current state of the company’s marketing in various aspects,providing a foundation for further analysis and the formulation of a marketing strategy.A questionnaire survey was conducted to gather feedback from existing investors in order to further investigate the marketing landscape of XX securities,and interviews with employees and managers of varying ages and identities were conducted.The PEST and SWOT approaches were then employed to analyze the marketing climate of XX securities.According to the 7P theory,XX Securities is confronted with numerous challenges in the development of its fund investment advisory business,including a lack of product differentiation,inaccurate market segmentation,inadequate product sales efficacy,limited promotional strategies,inadequate marketing channels,and an inadequate operational system.This paper proposes a method for optimizing and resolving these issues through the integration of STP market positioning theory and 7P theory.Strategies for product diversification,price coordination,promotion innovation,channel upgrading,and tangible display enrichment are included,as well as the strengthening of process management strategies and personnel training and advancement.Finally,a powerful assurance for the successful execution of the marketing strategy plan is provided from three perspectives:technology research and development,human resources,and organizational coordination.This paper examines the marketing strategy of XX Securities Company’s fund investment consulting business,proposing measures to optimize it,improve marketing efficiency,enhance customer experience,and address homogenization issues.It serves as a reference for institutions that have been approved to conduct business in the future.