A Research On Marketing Pattern And Strategy Of Harvest Mutual Fund

Since 2001 the Open-end Fund (henceforth Mutual Fund) has developed significantly in China. Being the most important component of investment fund, the Mutual Fund relies heavily on its marketing pattern and strategy. Nevertheless, with fast expansion of Fund the present marketing pattern of the Mutual Fund face severe challenges from sharp competition and stringent requirement of investors. Based on the analysis of the advantages and disadvantages of present marketing pattern, the dissertation aims to improve the marketing pattern and strategy of the Mutual Fund with a case study on Harvest Mutual Fund.Therefore, the dissertation has been organized in me following way.Section 1 will summarize the development of investment fund and Mutual Fund in China based on considerable facts and data. It also points out the influential prospect of the Mutual Fund. It emphasizes that the key to the further development of the Mutual Fund in China is the proper reformation of marketing pattern.Section 2 will analyze the present marketing pattern of the Mutual Fund in China based on marketing theories, mainly including marketing strategies, preparations of issue, channel construction and customer services. There is a vivid case study on the issue of a series of Harvest Financial Expert Fund from June to July in 2003, which is the firsthand experience of writer. Hence the analysis of the marketing pattern is quite convincing.Section 3 will further discuss the present situation of domestic Mutual Fund and the experience of international Mutual Fund in order to improve the marketing pattern of the Mutual Fund in China. Five key elements of marketing strategy will be contained in the analysis, namely customer, product, price, place and promotion. Moreover, it draws the conclusion that the key strategy of the marketing pattern should implement five transformations, which refers to the target market transition from organization to communization, the product transition from uniformity to personality, the price transition from simplicity to diversification, the marketing network transition from simplicity to diversification, and the promotion transition from preferential price to enhancing achievement.Owing to the Mutual Fund is new to Chinese securities markets, relevant research usually focus on the assimilation of international experience of Mutual Fund. Therefore, it is lack of relevant research on the marketing pattern and strategy of Mutual Fund, especially those of Chinese Mutual Fund marketing pattern. During the writing process, the writer experienced the marketing of Harvest Fund and collected considerable cases and statistic data.