Ask for a fund marketing plan (both model and text)

Scheme name: fund marketing planning scheme

catalogue

Abstract prompt

First, the planning purpose

Second, the marketing environment analysis

(A), macro-environmental analysis

(2) SWOT analysis of fund products

1, advantages 2, disadvantages 3, threats 4, opportunities

(3) Analysis of competitive enterprises

(D), corporate image analysis

(v) Investor analysis

Third, the analysis of the problems faced by the market

(1) Market risk

liquidity risk

(4) Managing risks

(5) Operational or technical risks

(vii) Other risks

(vi) Compliance risk

Fourth, market opportunity analysis.

V. Objectives of marketing planning

Six, marketing strategy

(A), product strategy

(B), channel strategy

(3) Price strategy

(4) Promotion strategy

Seven, the specific promotion plan

(a), for different investors

(B) for the enterprise itself.

Eight. cost budgeting

Summary tip:

In order to develop the customers of our securities company who buy funds, we strive to open a fund account for everyone who opens an account in our company at the same time, expand the customer share in the fund market and develop potential customers. Through a series of marketing strategies, our company will integrate product marketing and relationship marketing, push the fund to the main development force of our company, and at the same time establish a brand cultural image for our company and shape a stable, professional, honest, far-sighted, responsible, intelligent and partnership corporate image.

First, the planning purpose:

This plan is mainly aimed at marketing fund products, and its main purpose is to increase the economic benefits of our company, expand the customer share of the fund market, establish the internal culture and brand image of the enterprise, and develop potential customers.

We will promote the marketing of our own fund products and improve the professionalism and service level of the company's professionals, so that you can meet the different needs of investors.

Second, the marketing environment analysis:

(1) Macro-environmental analysis:

1, China capital market has bid farewell to the era of profiteering and speculation, and is about to enter the era of healthy investment;

With the continuous improvement of laws and regulations and the strengthening of supervision, a good situation has been created for the operation of securities companies.

The external environment has promoted the rapid development of the fund industry.

2. With the continuous expansion of fund scale, its influence on the market is becoming more and more important, and it has gradually become a securities market.

Important institutional investors that cannot be ignored. Institutional investors are the stabilizers of the securities market and develop institutional investment.

Investors are China's current policy choice. The data shows that securities investment funds are currently supervised by the China Securities Regulatory Commission.

The total market value of gold is close to 80 billion yuan, equivalent to about 7% of the circulating market value of Shanghai and Shenzhen stock markets.

3. Securities investment fund is an ideal personal financial management tool with high rate of return, while individual investors are collecting money.

There are inherent disadvantages in collecting information, mastering the market and financial strength, and insufficient self-protection ability, which determines that

The result of their investment must be to lose more and win less, which has been proved by years of practice. So more and more people

Many people choose to open fund accounts in securities companies.

4. The increasing diversification of fund varieties and the gradual emergence of investment styles have brought more and more

The bigger the consignment space. Since 1998, the first batch of balanced funds have grown.

Different styles of funds, such as type, value type and compound type, especially with the gradual introduction of open-end funds,

The types of fund styles are more distinct, providing investors with multi-faceted investment choices.

Facing the competitive situation after China's entry into WTO, fund management companies have carried out extensive foreign cooperation.

Learn advanced management and technical experience, promote the innovation of fund products and operations, and join the international financial market for China.

The live competition laid the foundation. As a fund institution, it is the general trend for securities companies to choose securities investment funds.

Trend.

(B) SWOT analysis of fund products:

1 Advantages:

(1), the investment advantages of the fund itself

We made a survey online: "Do you want to invest in stocks or funds" (see appendix 1). The survey results show that 53% people choose investment funds, which fully shows the proportion of funds in people's minds. Starting from the investment advantages of the fund itself, it is easy to understand why so many people choose investment funds. ① Expert financial management: The biggest feature of fund investment is expert financial management, which means that citizens don't need to pay attention to market trends all day when investing in funds like stock investors. (2) Portfolio investment and risk diversification: Securities investment funds can form a strong strength by pooling the funds of many small and medium investors, and can invest in a variety of stocks at the same time, thus diversifying the risk of concentrated investment in individual stocks. (3) Convenient investment and strong liquidity: The minimum investment amount of securities investment funds is generally low, which can meet the securities investment needs of small investors, and investors can decide the investment amount of funds according to their own financial resources. Most securities investment funds have strong liquidity, which makes it very convenient for investors to recover their investment. China also gives tax exemption to the investment income of People's Fund.

(2) Investment advantages compared with stocks.

① Advantages of fund tax saving.

Stamp duty is required to buy and sell stocks, and the state gives tax incentives to individual investors of funds. First, individual trading fund shares are temporarily exempt from stamp duty; Second, the difference between individual trading fund shares and fund dividends is temporarily exempt from personal income tax. In addition, fund dividends are tax-free, and stock dividends are subject to 10% income tax.

Generally speaking, the risk of funds is less than that of stocks.

Stocks may continue to fall, and they can't sell if they want to. It is very rare for funds to fall by 2% a day. Because a fund often holds dozens of stocks, no matter how much a stock falls, it will not cause disaster to the net value of the fund.

Because the operating efficiency of the issuing company is very uncertain, and the market price of the stock fluctuates sharply, the risk of stock investment is high. Only those who have more money and time to do research and analysis and can get relevant information in time have a greater chance of winning.

In contrast, the fund is managed by experts, and the way of portfolio investment can reduce the risk to a certain extent. The income is relatively stable compared with the stock, and the fund is relatively easy to realize. For most small and medium-sized investors, it is a good way to buy funds and entrust experts to operate them.

③ The operation difficulty of funds is less than that of stocks.

The change of fund net value also has certain stability. Investors have enough time to participate and withdraw, and the operation is relatively difficult. The success probability of band operation is higher than that of stock investment. Therefore, people often say that fund investment idiots can do it as long as they can buy and sell. Investing in stocks requires a lot of investment knowledge and takes up a lot of time.

Facts show that every time a bull market comes, the net value of the fund will have a strong growth performance, and it is not inferior to the market index when the market rises, and it is also quite resilient when it falls. For most ordinary investors, it is more and more difficult to participate in stock investment when the market comes, and it is difficult to obtain better investment income.

(3) Investment advantages compared with bonds

At present, the most common bond type is national bond. Because the state guarantees repayment of principal and interest, it is relatively safe. The procedures for buying and selling government bonds from bank outlets are relatively simple, and it is easier to realize them, and interest income is not taxed. Generally speaking, bond investment income is relatively stable, but compared with funds, the income is still low. The investment targets of the fund include stocks and bonds, and the yield is generally higher than that of national debt. Moreover, due to sufficient dispersion, the risk can be reduced to some extent.

In addition, bonds have an obvious disadvantage: the bonds currently sold in banks are small and cannot meet the investment needs of residents; The risk of depreciation of fixed-income government bonds in the process of raising interest rates; In addition, prepayment will lose a lot of interest. In addition, there is little room for investors to take the initiative and the rate of return is relatively low.

(4) Investment advantages compared with foreign exchange.

According to the relevant national policies and regulations, only firm foreign exchange transactions can be conducted, but false transactions cannot be conducted. At present, some banks have carried out personal foreign exchange transactions in Beijing, Shanghai, Guangzhou and other places, and investors can buy and sell foreign exchange according to their quotations to earn the bid-ask difference. However, compared with funds, some characteristics of foreign exchange trading determine that it is not as popular as funds: first, only investors holding foreign exchange can trade; Second, there are not enough outlets in cities and banks; Third, it requires high professional knowledge and needs to spend more time on research. Most lazy people are not only too lazy to look at the foreign exchange market, but also too lazy to consider the analysis of foreign exchange trends. For such investors, if they want to find a simple way to invest, it will be easier to invest in funds.

(5) Investment advantages compared with investment products such as precious metals and collectibles.

The supply of gold, silver and other precious metals is limited, and the demand is on the rise, so the value can be preserved in a short time. However, the prices of these metals fluctuate greatly, and unlike funds, they will generate differential income and dividend income.

Because the price of precious metals generally rises with the increase of living expenses, many people think that owning such assets can better overcome inflation. In fact, during the period of inflation, the price of precious metals may not necessarily rise at the same time.

The main advantage of owning collectibles (such as stamps, coins, works of art and antiques) is to have fun from them. Few investors equate collectible investments with cash, bonds or stocks. The disadvantage is that it requires strong interest and professional knowledge. In addition, even if the value of the collection is high, it is difficult for you to find a buyer to cash in its value.

As a relatively long-term investment tool, funds can obtain higher returns by investing in stocks, bonds and other tools extensively, and the diversification of investment also reduces risks. Liquidity is also very good, especially open-end funds, which are mostly sold through the outlets of banks and securities companies. From the transaction procedure, they are very similar to deposits and withdrawals, and are easier to realize.

Moreover, fund investment is a form of entrusting experts with financial management, which does not require a lot of professional knowledge and time, and the initial investment amount is low, unlike real estate, industrial investment and some collectibles, which generally require a lot of capital investment.

2. Disadvantages:

(1), long-term

Generally speaking, investment funds will not rise as much as investing in stocks, and don't expect to fast-forward and fast-forward in operation. It is a long-term investment variety. Generally speaking, fund management companies should fully study the investment varieties and then invest in the industry. Moreover, this is a kind of portfolio investment, and only by waiting patiently can we get a stable return, that is to say, investment funds need more patience rather than frequent operation.

(2) Huge redemption risk

The investment market is sometimes very serious about following suit. When the market falls, some investors have a great psychological influence. Sometimes you will blindly follow the trend, and at this time, you will also have a relatively large redemption of the fund. If this happens, there will be a run on the issuance of open-end funds, which may lead to abnormal redemption. When you can redeem it, your book has fallen a lot. At the same time, this situation will also disrupt the expected layout of fund investment, and you will not be able to guarantee the expected return.

(3) Slow profit.

For example, when there is a big market, there has been a hot market since September 1997. If you choose a good stock, the increase may reach ten times, which is impossible in an investment fund.

(4) In the falling market, the fund also fell.

Buying funds is less risky than buying stocks, but in a bear market, funds will also fall, and the decline will not be small, so don't think that investment funds are risk-free. It is necessary for us to be psychologically prepared to take risks when investing in funds, and do some research to determine how much risk we can bear to invest in the corresponding fund products. It is worth mentioning that risks and benefits are in direct proportion, and high risks often contain high returns, and high risks are often hidden behind high returns.

3. Threats:

The National Bureau of Statistics released the main macroeconomic data in April, and the CPI decreased by 1.5% year-on-year, which was the third consecutive month of decline. PPI decreased by 6.6% year-on-year, which was the fifth consecutive month. Both negative economic data make the market worry that the recovery trend of the domestic economy is still unstable.

Changes in demand and falling commodity prices caused by the global financial crisis are important factors leading to negative growth in economic data. However, although CPI and PPI continued to be negative in April, from the ring-on-ring trend, prices have ended their deep decline. In addition, the abundant liquidity in the world also determines that the low prices of assets and resources are unsustainable.

On the other hand, we have noticed that a series of positive macro policies implemented by the state since the fourth quarter of last year have obviously stimulated the economy, and the company's profits have rebounded faster than previously expected. Generally speaking, the profitability of a company basically follows the law that every quarter is better. Considering that the base in the first three quarters of last year was too high, especially in March and April last year, the increase of CPI and PPI were at the highest point in the whole year, so we think that the ring-on-ring data can better reflect the real economic level. According to the calculation, the actual CPI and PPI actually increased by 2% and 0.2% respectively in April, which shows that the current data situation is normal, and the worst time has passed, leaving a great market opportunity.

4. Opportunities:

Recently, domestic economic data has improved, and some industries have shown obvious signs of recovery. Since the end of April, the stock market has continued its strong upward trend. The recovery of the stock market has once again highlighted the fund's money-making effect, and the number of fund accounts has been rising since the Year of the Ox. Last week, the number of fund accounts opened in Shanghai and Shenzhen stock markets climbed to 43,953, a 45-week high and the highest level since the end of March 2008.

Analysts pointed out that the number of fund accounts has always been one of the most critical supporting data of fund funds. Although this figure includes the situation of the previous week, a higher number of fund accounts will obviously bring confidence to the market. Once the number of accounts is greatly increased, it will bring obvious confidence to the supply of funds in the next two to three months.

Secondly, the gradual enlargement of the number of new accounts opened by the fund is also related to the intensive issuance of partial stock funds after the Spring Festival. According to statistics, recently, the number of funds under research reached 16, among which the number of partial stock funds reached 1 1, accounting for nearly 70%. Judging from the recent issuance of partial stock funds, the single-day issuance of index funds reproduces the sales scale of nearly 100 million yuan, while other stock funds issued in the same period have also achieved the daily average sales scale of tens of millions of yuan, and some stock funds even achieved the sales scale of more than 200 million yuan on the first day of issuance. The economic data released on May 12 once again raised the inflation expectations of institutional investors. At this time, we should seize the band opportunity and get some appropriate returns and benefits.

Third, most citizens have the idea of long-term investment and invest in funds with the mentality of financial management. They began to believe that in the long run, fund investment can still achieve a good return on investment. And began to take the form of portfolio investment funds, under the premise of controlling risks, to obtain reasonable income. This is a good opportunity for us.

(3) Analysis of competitive enterprises

1, fierce competition in the same industry.

Although the concentration of brokerage business has continued to increase in recent years, the market is still scattered, the differentiation of brokerage services is insufficient, the volume of transactions has shrunk, and the commission war has never stopped. According to statistics, the total number of the top ten brokerage business departments reached 1298, accounting for 37.9% of the total number of all brokerage business departments. In terms of transaction volume, the total market share of the top five brokerage businesses and the top 65,438+00 brokerage businesses in 2008 reached 32.78% and 52.56% respectively, which was 3.80 and 65,438+0.06 percentage points higher than that in 2007, but it still needs to be further improved. Relatively speaking, the investment banking market is highly concentrated, and large-scale high-quality brokers show strong competitive advantages in terms of brand and comprehensive strength. In 2008, a total of 78 companies made initial public offerings, among which the top 65,438+00 brokers underwritten 56.4% of the shares, accounting for 85.8% of the underwriting amount.

2. Comparison between securities companies and non-securities financial institutions.

The securities industry is facing competition from banks, funds and other non-securities financial institutions.

(1) Securities companies sell on a commission basis: The advantage is that securities companies generally sell the products of most fund companies on a commission basis.

There are many options. The account managers of securities companies have professional investment ability and can provide good analysis and suggestions. Through online trading and telephone entrustment of securities companies, various trading procedures of funds can be realized. The deposit and withdrawal of funds are carried out through bank-securities transfer, and securities, funds and other products can be combined and managed in one account; The disadvantage is that there are fewer outlets of securities companies than banks, so you need to go to the outlets of securities companies for the first time. Compared with banks, the company's customer resources and channels are obviously insufficient, and the financial products that the business department can sell at present are limited. In this regard, we can achieve a win-win goal by strengthening cooperation with banks. Secondly, the company is still restricted in underwriting medium-term notes, and short-term financing bills also lag behind banks.

(2) Consignment bank outlets: The advantage is that there are many bank outlets, making it convenient for investors to deposit and withdraw money; The disadvantage is that

The products of fund companies sold by various bank outlets are limited, and they are mainly new funds; Investors need to go to and from outlets to go through the formalities.

(3) fund company direct sales center: the advantage is that you can open an account and apply through online transactions.

Purchase, redemption and other procedures, enjoy preferential transaction fees, not limited by time and place; The disadvantage is that when customers need to buy products from multiple fund companies, they need to go through relevant procedures in multiple fund companies, and investment management is more complicated. In addition, investors are required to have corresponding equipment and Internet access conditions, and have strong network knowledge and application ability.

3. The characteristics of industry competition of China securities companies.

Due to the restriction of capital market development stage and supervision, the overall differentiation of China securities companies is still insufficient. However, due to the differences in shareholder background, business model, development path and corporate culture, some securities companies also show different operating characteristics and are striving to create differentiated competitive advantages.

Brokers with balanced and diversified business structures have relatively strong ability to resist market fluctuations. Brokerage business will remain the main source of income for domestic brokers. CITIC Securities, Guotai Junan, Guo Xin Securities, etc. They have formed certain competitive advantages in brokerage business. However, because the investment banking channel business depends to a great extent on the changes in the market environment and regulatory policies, the comprehensive competitiveness of securities firms (such as CICC and BOC International) which mainly focus on investment banking business has weakened.

(4), corporate image analysis:

Compared with competitors in the same industry, our company has great advantages. Our company is located in the center of Hangzhou, and its scale is not small. Fund managers have received professional training and have professional knowledge. What we are doing for the internal management of the company now is to carry out an all-round management system, eliminate the fittest, cultivate a group of powerful reserve talents, shape the image of young people and live in the hearts of investors forever. Our slogan is: "Change with you and focus on what you care about".

Compared with the financial market, securities companies have their own corporate image. The securities market is the place where stocks, bonds, investment funds and other valuable securities are issued and traded, which embodies the sum of all trading relationships with securities as the object. The securities market is divided into stock market, bond market and fund market according to the variety structure. What we are talking about is that in the fund market, securities companies give investors the impression that they have quite professional knowledge. Moreover, every enterprise has its own corporate cultural image, reputation and service quality. Our company's credit line is average, and so is our service. Our goal is to enter the top 50 securities companies.

(v) Investor analysis:

According to the survey (Question 8 in Appendix II), 49.9% of people invested less than 50,000 yuan in the fund. Therefore, our main target consumers are working-class and young white-collar workers. As we all know, for working-class or young white-collar workers, it is more suitable to realize one-stop management through the outlets of securities companies, manage multiple investment products through one account, and operate through online transactions or telephone entrustment, supplemented by professional advice from securities companies, so as to improve the investment income level of funds.

For investors with strong professional ability (able to analyze fund products and handle business online), we adopt convenient policies to attract them. After all, it is impossible for every investor to specialize in investment, otherwise why not be a fund manager?

For older and middle-aged fund investors, it is most appropriate to choose the right fund to buy through the counter according to the advice of the account manager of the securities company. What these investors want is stability and convenience, and the investment amount will not be too large. For these investors, we adopt the brand effect policy, establish the company's own brand image, attract potential customers, and grasp the herd mentality and relationship psychology of investors.

For China citizens, the biggest feature is herd mentality. Investors think that funds are a new kind of "savings". With the gradual increase of fund investors, investors have also learned to invest more rationally. We must strengthen our professional quality to attract more investors.

Third, the analysis of the problems faced by the market

(1) Market risk

The price fluctuation of the securities market caused by various factors will have a potential impact on the fund assets.

Risks, mainly including:

1. Policy risk: Changes in national policies such as monetary policy, fiscal policy and industrial policy have an impact on the securities market.

The market has a certain influence, leading to market price fluctuations, affecting the fund's income and generating risks.

2. Business cycle risk: The securities market is a barometer of the national economy, and the economic operation is cyclical.

The characteristics of. Macro-economic operation will have an impact on the income level of the securities market and produce risks.

3. Interest rate risk: the fluctuation of interest rate in financial market will lead to the price and income of stock market and bond market.

The change of rate directly affects the financing cost and profit level of enterprises. The fund invests in stocks and bonds,

Income levels will be affected by changes in interest rates.

4. Operating risks of listed companies: The operating conditions of listed companies are affected by many factors such as market and technology.

Technology, competition, management, finance, etc. Will lead to changes in the company's profits, which will lead to changes in fund investment income.

Change.

5. Purchasing power risk: The purpose of fund investment is to preserve and increase the value of fund assets. If there is inflation,

Inflation, the fund's income from investing in securities may be offset by inflation, thus affecting the fund's assets.

Preserve and increase value.

credit risk

In the course of trading, the fund may default on delivery, or the issuer of the bonds invested by the fund may default.

Breach of contract and refusal to pay due principal and interest will lead to the loss of fund assets.

liquidity risk

Fund assets can not be quickly converted into cash, or can not cope with the possible large redemption of investors.

The risk of returning. In the process of open-end fund trading, huge redemption may occur. Huge redemption can

It may make it difficult to adjust fund positions, trigger liquidity risks and even affect the net asset value of fund units.

(4) Managing risks

In the process of fund management and operation, it may be due to the fund manager's judgment on the economic situation and the securities market.

Wrong and incomplete information will affect the income level of the fund. Fund managers' management level, management means and

Management technology has a great influence on the level of fund income.

(5) Operational or technical risks

Related parties have internal control defects or human factors in the operation of all business links.

Risks caused by operational errors or violations of operational procedures, such as unauthorized transactions and fraud in accounting departments.

Fraud, transaction errors, IT system failures and other risks.

In various trading behaviors or background operations of open-end funds, it may be because of technical system failure or

Mistakers affect the normal conduct of transactions or the interests of investors. This technical risk may

It can come from fund management companies, registration agencies, sales agencies, stock exchanges and securities registration and settlement machines.

Structure and so on.

(vi) Compliance risk

Violation of national laws and regulations in the process of fund management or operation, or violation of fund investment.

Risks related to regulations and fund contracts.

(vii) Other risks

The occurrence of force majeure factors such as snowstorm, Wenchuan earthquake and swine flu will seriously affect the securities market.

The operation of the market may lead to the loss of fund assets. In addition, financial market crisis, industry competition, agency

Risks beyond the direct control of fund managers, such as commercial default and custodian bank default, may also lead to

The interests of the fund or fund holders are harmed.

Fourth, the market opportunity analysis:

With the rapid growth of China's national economy, the potential huge domestic investment demand needs to be activated urgently. At present, under the circumstances of low bank interest rate, high stock market risk and less national debt, the concept of professional investment and financial management through funds has been understood by ordinary people and quickly accepted by funds. With the increasing competitive sales in the fund market, the wealth effect of fund investment is becoming more and more obvious. The scale of the fund has expanded rapidly, the net asset value of the fund has increased rapidly, the number of accounts opened in the fund account has continued to increase, and investors are enthusiastic about investing in the fund. No matter from the market or investors, opportunities are everywhere.

V. Objectives of marketing planning

Our ultimate goal is that fund holders can become loyal customers of our company, share the operating results of our company and ensure the stability of the fund scale. At the same time, establish corporate culture, shape brand image and develop potential customers.

Six, marketing strategy:

(1) product strategy: To launch different types of funds according to different types of investors, positioning and market segmentation are indispensable.

1, product positioning strategy

According to the survey (question 4 in Appendix II), 57.5% people are willing to invest in open-end funds and 33.8% people are willing to invest in closed-end funds. Therefore, we position our marketing products as open-end funds.

At present, the open-end fund has become the mainstream of the international fund market. More than 90% of the fund markets in the United States, Britain, Hongkong and Taiwan Province Province are open-end funds. Compared with closed-end funds, open-end funds have great advantages in incentive and restraint mechanism, liquidity, transparency and investment convenience:

(1), with strong market selectivity.

The performance of the fund is excellent, and the capital flow of investors buying the fund leads to the increase of fund assets. If the fund is poorly managed, investors can withdraw funds by redeeming the fund, resulting in the decrease of fund assets. Because the overall operating cost of large-scale funds is not higher than that of small-scale funds, the performance of large-scale funds is better, and more people are willing to buy them, and the scale is larger. This mechanism of survival of the fittest has formed a direct incentive and constraint for fund managers, which fully embodies a good market choice;

(2) Good liquidity.

Fund managers must maintain sufficient liquidity of fund assets to cope with possible redemption, and will not concentrate on holding a large number of assets that are difficult to realize, thus reducing the liquidity risk of funds;

(3) High transparency.

Under the necessary information disclosure, open-end funds generally publish their net assets every day, which accurately reflects the ability of fund managers to operate and control funds in the market at any time, and is particularly attractive to small investors with insufficient ability, funds and experience;

(4) Easy to invest.

Investors can buy and redeem funds in all sales places at any time, which is very convenient. A good incentive and restraint mechanism urges fund managers to pay more attention to integrity and reputation, emphasizing long-term, stable and excellent investment strategies and excellent customer service. As a kind of financial innovation, the introduction of open-end fund can better mobilize investors' investment enthusiasm, and the sales channels include banking network, which can attract some new savings funds to enter the securities market, improve the investor structure and play a role in stabilizing and developing the market.

The core of open-end fund marketing can be summarized as five basic elements: customers, products, prices, channels and promotions. Customers are buyers of open-end funds; Products refer to various open-end funds; Price refers to the expenses that fund buyers should bear when purchasing and redeeming open-end funds; Channels include marketing path design, network setting and middleman selection. Promotion includes image positioning, advertising, investment promotion, public relations, publicity and public welfare activities.

To sum up in one sentence, the core of open-end fund marketing is to provide appropriate products and derivative services to appropriate investors at appropriate prices (rates), appropriate promotion methods and appropriate paths and outlets, so as to meet the needs of customers and make the scale of open-end funds gradually expand and remain relatively stable.

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