Research On Strategy Of Marketing Mix Of Open-end Fund In China

Open-end Fund is a very important financial product. As a popular way of investment, it play a positive role in securities business and money market even the whole financial market. at the same time, Open-end fund also offer a credible choice of investment to investor. There were many years when Open-end fund appeared in foreign countries, and the government, organization and people have recognized the importance of Open-end fund. In our country ,the time when the first Open-end fund appeared is in 2001 ,and it develop very strongly in the following time .but as to the most of Chinese people, Open-end Fund is still strange .,plus the limit of the situation of china's securities market , at the present time there are some trouble with development of Open-end Fund in china. Improvement of studying on marketing seem to be the key to solve this problem .This text depend on the theory of marketing , service marketing and financial marketing ,and start with the study on essence of Open-end Fund, then divide the product into three part to research, through the analysis of the product , first ,we define what is the market of Open-end Fund and their scope. Then, we put forward two gist of segmenting market: demand of investment and ability of purchasing . basing on the two gist , dividing the market into four parts: star market , expert market , stock-man market and common people market. Basing on the difference ofthe four segments of market, and the research of the factor that can influence the marketing of Open-end Fund , the text finally put forward the marketing mix of Open-end Fund that aim at the four segments of market.