Research On Marketing Problems And Countermeasure In The Open-ended Fund Of The Harvest Fund Management Co,.Ltd

Since the year 2001 the first pen-ended fund, Hua An pioneering fund was launched, the open-ended fund has undergone the development during the past several years which has been achieved in tens of years in foreign countries . But as more fund management firms has been launched, and various kinds of fund has been emerged ,open-ended fund changes its role from seller's market to buyer's market. All fund management frms attach importance to marketing strategy . However,the fund industry in china is at such a young stage that there is almost no systematic study in connection with the industry, let alone the theoretical studies on sales.Therefore, studying systematically of the open-ended fund sales and analyzing problems in the process of sales have a great realistic significance for other fund management firms to use for reference.As one of the first to fund management firms approved by the Chinese securities Regulatory Commission. The Harvest Fund Management Co,. Ltd kept high quality of the marketing strategy of open-ended fund,it is worth studying its experience in the open-ended fund sales.This thesis aiming to improve the quality of marketing strategy of open-ended fund and to push forward the development of Chinese open-ended fund by analyse the problem which arise out of the open-ended fund sells of The Harvest Fund Management Co,. Ltd, and will put forword proposals in a accordance with this problem by the way of horizontal comparison and vertical comparison, quantative analysis and qualitative analysis, standard analysis and empirical analysis.This thesis adopts the researching train of thought from above to below,applies the relative theories of securities investment fund the 5P theories of marketing sales,the theories of sales orientation and of competition,taking the Harvest fund for an example.Above all,its with the overall situation of the open-ended fund in china and generalizes the current sales situation. In the meantime, it carries out ample analysis on the current sales situation of the open-ended fund sales of The Harvest Co,, and points out the problems in the process of sales. After analysing thoroughly important as well as indespensable to The Harrest Co,.which is the key element to put Harvest in the first-class fund corporations. It draws a conclusion finally that the fund sales of Harvest Co,.must be transferred in following aspects, such as customers, products, channels, services, sales promotions, market expansions, etc.