The Marketing Strategy For Open Ended Fund

Along with the fast growth of security market, the open ended funds has experienced a outstrip development. The growth in numbers of funds management firms, the funds institution and the variety of funds products have offered strong evidences. At the same time, the funds share and the asset at management are experiencing great development. Especially, in 2006, China security market continues to hit the historical high, a rising tide lifts all boats, open ended funds enter a new era. In the near future, China security market will continue to be a bull market, which offers an important opportunity to the open ended funds.In comparison to the more maturity global capital market, the marketing of open ended funds in China is still in infantile phase. The marketing theory is not appropriate applied in the funds institutions. A large room has to be filled in. To challenge in the competitive arena, it is critical for the open ended funds to develop and apply proper marketing strategy. This article is aim to develop a discussion on the marketing strategy for the open ended funds.This study discusses the marketing strategy for open ended funds, which belongs to the marketing on financial service. Therefore, in this paper, both financial service marketing theory and the practice of funds marketing are taken into account. The standing point is the problems in the marketing of open ended funds in China market. A full discuss on product strategy, price strategy, channel strategy, promotion strategy, people strategy, which are carried out followed by the policy implications.In short, the funds management firms have to develop a marketing strategy according to its characteristics. To survive and compete in the arena, the marketing theory must be cut for the industry and China market.