华宝兴业基金管理公司基金营销策略-工商管理专业论文.docxVIP

.2. .2. 02SM091 赵斌 华宝兴业基金管理公司基金营销策略研究 ABSTRACT The fund industry in mainland China is now undergoing a rapid-progressing and fully-competition period. Fortune-SGAM faces both its challenge and opportunity. As a newly founded 且md management company，how to adopt efficient marketing strategy，to enlarge its market share and to survive the competition，is now the major concern Fortune-SGAM now confronted. This paper tendsωstudy several factors that might affect the new companys competence ，and to sum-up the possible and practicable marketing strategy 丘。m 也e aspects of marketing ∞ncept ，m缸keting model and product innovation. One aim is to study the marketing s甘ategy of new 岛nd products by segmenting market and market targeting ，by mixing product ，place，price and promotion. The other aìm is to study the continuous marketìng strategy of the companys current fund products though channel marketing ，service marketing ，relationshìp marketìng and social marketing In a fully competitive envìronment like todays fund indus位γin mainland China， S田vi况且g space for a new com巳r is rather limited and opportunities 缸巳 few. A new company should always fulfill its customers needs to finally walk onto the fast-growing track of ìtself. A new ∞mpany should follow the rule of continuous quìck response as its strategic instruction. At the same time it also should improve its core competence by improving performances and innovating products ，thus to make the swi武 enlargement of its asset management scale possíble. In the prospect of macro marketing，a new company should establish the buyer-centered ∞ncept in its marketing strategy，thus to practice active marketing ，to fmd and analyze investors needs and to provide new products accordingly. In the prospωt of micro marketing strategy，the company should focus its long-term marketing target on those individual investors. The company could act as challenger inside the industry and provide suitable fund products at the right