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Hua Shang Fund Management Company Marketing Strategy Study

Author: WuZhiHong
Tutor: ZuoXiaoDong
School: Beijing Jiaotong University
Course: Business Administration
Keywords: Chinese Entrepreneurs Fund Marketing Strategy Fund Management Company
CLC: F832.51
Type: Master's thesis
Year: 2011
Downloads: 188
Quote: 0
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Abstract


This paper studies the Chamber Foundation 's marketing strategy . By the fund companies a series of theoretical analysis , to understand the behind the success of the company 's marketing strategy , innovation and implementation of the marketing strategy for small and medium - sized fund companies to provide ideas and guidance , and with a view to a comprehensive open-end funds of public fund company marketing efforts to enhance the level to be useful . China 's open-end fund marketing has been achieved starting from scratch , marketing content has been extended from the original product design to fund pre - sale, sale and various links . However , the long-term perspective , the marketing level of the market as a whole is still low compared with the rapid pace of development of the open-end fund products , urgent need to speed up the process of fund marketing professional . Majority of domestic open-end fund from institutional and theoretically analyzed and discussed more macro aspects , while microscopic rarely . For this reason , this article attempts to the general theory of marketing for fund marketing practice , trying to practice a combination of the universal principles of marketing and fund marketing , innovation and implementation of the marketing strategy for the fund company can draw on the ideas and square guidelines. In this paper, the use of the general theory of marketing analysis of Chinese Entrepreneurs Fund 's marketing strategy , the use of PEST model SWOT model and 4P theoretical analysis of the company 's marketing strategy for the company 's marketing mix strategy . The results show that , the Chamber Foundation 's success comes from good marketing environment , excellent investment performance , as well as a successful marketing strategy . This paper concludes with recommendations on the marketing strategy of small and medium-sized fund companies through targeted product design , flexible pricing strategy , gradually expanding multi-channel marketing model , a variety of methods to enhance the fund company 's marketing capabilities , integrated use of a variety of promotional ways and means of cultivating the active promotion of the promotional concept, to promote the concept of active service , the customer service tends to be personalized, diversified direction .

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Financial market
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