| Over these years, Chinese fund managing companies have developed a product chain like their overseas counterparts. Under the existing legal framework, the Chinese companies should learn to develop more segmented products. Industry funds have entered into a mature age overseas and are widely recognized. They are undoubtedly good examples of Chinese fund managing companies.China's securities market, especially its securities Investment Fund company as its main body, has developed immaturely. The marketing mechanism, which will be commensurate to the modem market economy, is still in the preliminary phrase of research and development. Fund Management companies under the condition of developed market economy need to be provided with all necessary factors of forming a modern enterprise, which include marketing mechanism as one of the crucial factors within securities company structure. That is the fundamental reason for me to focus on Fund Management company's marketing mechanism as my thesis topic. Since applicable science aims to settling particular problem in practice, there is no exception to this research issue.Characteristics of the thesis,Firstly, Up to now, it is rare to make systematic research on the marketing mechanism of Fund Management companies. The author attempts to build up the theoretic frame work of such marketing mechanism; Secondly, try to orient security companies as financial service enterprises dealing with intangible service commodity, and the clear orientation will facilitate that security companies make their effort to develop "Fund Management commodity"; In order to define the terms of the subject, object and carrier in securities market and to clarify the relationship among these factors. For example, the thesis clarifies that the object dealt between security companies and clients is service commodity but not financing instrument, a carrier of security service commodity;The thesis is to explore Fund Management company's motive of strengthening marketing by the way of the research on the relationship between security companies and the marketing environment, mainly studies the theories in connection with innovation of Fund Management company's marketing mechanism. Based on innovation theory and marketing theory, clarifies inevitability of innovation of Fund Management company's marketing mechanism; meanwhile, the thesis defines securities company's marketing. Focuses on the detail of Fund Management companies' operation and the characteristics of Fund Management service marketing, in order to clarify that Fund Management companies deal with service commodity rather than financing instrument. The reasons are as follows. Firstly Fund Management companies do not own or control the financing instrument, on the contrary merely burden the responsibility as agents of clients. Secondly, security companies only have the ownership of their own service commodity, while the objects in the exchanging between the securities company and its clients are service commodity for securities. Thirdly, ownership of the exchanged financing instrument belongs to owner of the said commodity.Rightful marketing service irrigation ditch, as a bridge between commercial bank and customers, is able to display the following advantages, such as convenience without obstruction, high efficiency and security, cost minimal, cover moderate degree and so on. Meanwhile, it can effectively supply the commercial service to customers. On the basis of financial service inherent feature, the traditional 4P Marketing Mix newly gained three key elements of people, process and physical evidence. In the service industry this three newly—gained key elements more have the unusual character distinguishing feature than any other professions in the marketing maneuver. So when researching open fund, it is necessary to study these newly-gained marketing key elements' connotation and their reciprocal relationship.Modern investment funds comes into being in Briton. However, camp in being that the commercial bank sale an open-ended fund by proxy therefore break the ice just now in external open-ended fund of our country, serves problem be still a newer problem. With the prosperous scene that the investment securities marketplace shows in 2006, our country home market fund industry displays the hitherto unknown developing trend. Open-ended fund self own becomes the main current that the international fund job develops, general orientation being also Chinese fund job future development.Our country open-ended fund has experienced much close to development for 6 years practice , has testified this investment implement main effect having the develop space and infinite very vast market potential , commercial bank acting for the open-ended fund camp pin in our country looking like carrying weight especially on now. The accomplishment that our country open-ended fund gets is to make people focus attention upon, but this avoid a lot of problems being lurking without end in our country open-ended fund development. This almost annual our country open-ended fund simultaneous in prompt expansion, be also having ought to take seriously problem let some in issuing and sale by proxy, for fund distribution is concentrated , concentrates excessively; The fund product type is unitary , investment concentrates; Be to ensure our country open-ended fund walking up the norm and maturity step by step, come true the strategic objective that the open-ended fund and the commercial bank win together, the fund of product issuer company who manages money matters as the open-ended fund, must be ready for a fund selling a job.On secondary population, the fund product service camp pin tactics analysis step includes: How effectively to be in progress to the marketplace subdivide, needing and investing in a preference to target customer and so on carries out analysis , ascertains target market; How to contrast with the product and the competitor, the allocation competing for point , ascertaining a marketplace beneficial to searching; How the behavior according to target customer prefers, work out fund product exploitation priority , choose the effective marketing channel; How set up rational price system; How to seek customer key adherent point junction point , work out tactics combination a train of such as promoting the sales of a plan and putting advertisement , medium public relation , prospect generation activity into practice. The reality being tied in wedlock than the JYKBC fund company, builds the main body of a book Facing tier for the basis face to face the first tiers , be to take 4 Ps as basis frame , regard maximal degree service Yu target market as self's own responsibility , judge by the product design technology that shareholder background big and powerful draws only , design out the product managing money matters accord with extensive Chinese common people investment's most , be to there be no risk, avails revenue fund higher than government debt, adopt a diversification , the multiple echelons together channel camp sells tactics , the sales promotion way means adopting low cost, works out rational entering into a certain relationship with , Shanghai buys to redeem price; Second floor face , service are a basis with People , Process , Physical Evidence face to face the customer builds and fine relation... |
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