自从中国证券投资基金业协会正式成立以来，为保护投资者的合法权益，规范行业发展，监管层相继颁发了多项规范性政策，将私募基金行业纳入准监管范围，私募基金投资运营更加规范^[1]。备案的私募基金管理人数量也有较迅速的增长，其私募基金管理规模、项目开发量都有很大的提升。对本行业来说，其前端客户的开发能力决定了公司发展的速度，直接影响到日常的管理费收入，是投资管理公司一项主要的现金流来源，公司维持运营的基础条件。伴随着中国经济进入新常态，近年来行业迅速的发展，私募基金行业也进入了激烈的存量竞争阶段。如何在激烈的私募基金市场竞争中赢得一席之地，成为了投资管理公司所面临的重要课题。

本文研究对象SJ投资管理公司是陕西省西安市的一家中小型投资管理公司，并在协会备案有基金管理人资格，在进行研究公司已发行的私募基金产品及营销策略后，发现该公司现行的私募基金营销策略有以下需要优化的地方，第一、研发的产品陈旧，吸引力不足，第二、价格选择较为传统，没有与时俱进，第三、销售渠道基本上是公司内部员工与投资者进行点对点拓展，第四、没有提供足够吸引消费者的促销方法，第五、营销人员储备不足，第六、没有制度化精细化服务过程，第七、没有在有形化硬件条件上多关注。通过本人及在职员工的工作经验及统计数据分析，结合宏观行业发展情况，针对SJ投资管理公司近几年募集资金过程中出现的问题，运用现行成熟的营销策略理论进行多维度分析，如PEST模型、7P理论与SWOT矩阵模型，同时结合公司所处的外部宏观环境及市场分析，对公司现行的基金产品设计、交易费率、营销服务、募集渠道等七个方面给出了一定的优化建议。使得其能制定有效的、差异化的营销体验，合法合规的对机构及个人宣传并获取投资人信赖。最后本文从如何恰当的提升管理水平、员工技能提升与培养、积极性激励和绩效考核三个方面进行有效保障，确保营销策略能如数落地。在研究过程中参阅了大量的文献资料，应用了详实的数据，以期对公司私募基金的营销策略选择提供一些有价值的理论指导。

Since the establishment of the China Securities Investment Fund Industry Association, in order to protect the legitimate rights and interests of investors and regulate the development of the industry, the regulatory authorities have issued a number of normative policies, bringing the private equity fund industry into quasi-supervision. The number of private equity fund managers registered has also increased rapidly, and their private equity fund management scale and project development have also been greatly improved. For the industry, the front-end customer development ability determines the company's development speed, directly affects the daily management fee income, and is a main source of cash flow for investment management companies. The company's maintenance operation is based on this condition. With China's economy entering a new normal, the rapid development of the industry in recent years has also brought fierce competition in the private equity fund industry. How to win a place in the fierce market competition of private equity funds has become an important issue facing investment management companies.

 

The research object of this article is SJ Investment Management Company, a small and medium-sized investment management company in Xi'an, Shaanxi Province, which is registered with the Association as a fund manager qualification. After studying the private equity fund products and marketing strategies of the company, it is found that there are some areas that need to be optimized in its current private equity fund marketing strategies. First, the research and development products are outdated and lacking in attractiveness. Second, the price selection is relatively traditional and has not kept up with the times. Third, the sales channels are basically point-to-point expansion by internal employees and investors. Fourth, there is no attractive promotional method to attract consumers. Fifth, there is insufficient reserves of marketing personnel. Sixth, there is no institutionalized and fine service process. Seventh, there is no attention to visible hardware conditions. Through my work experience and data analysis with colleagues at work and combined with the development of the industry at large, this article uses mature marketing strategy theories such as PEST model, 7P theory and SWOT matrix model to analyze the problems that have emerged in the fundraising process of SJ Investment Management Company in recent years. At the same time, combined with the external macro environment and market analysis of the company, this article provides some optimization suggestions for seven aspects such as fund product design, transaction fees, marketing services, and fundraising channels of the company's current funds. Enable it to formulate effective and differentiated marketing experiences, promote institutions and individuals in accordance with regulations and obtain investors' trust. Finally, this article focuses on how to appropriately improve management level, enhance employee skills training and motivation, and establish effective performance appraisal system from three aspects to ensure that marketing strategies can be implemented as planned. In the process of researching this article, I have referred to a large number of literature materials and applied relevant data to provide valuable theoretical guidance for companies' private equity fund marketing strategy selection.

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