Analysis Of Influencing Factors And Problems In The Marketing Of Open-ended Funds In China

The first open-ended fund Huaan Fund was established in China in September 2001.Since then,the assets scale of open-ended funds has expanded gradually.Now open-ended fund is one of the main forms in capital market and keeping the top opposition in Chinese fund industry. With the variety of financial products and the increased quantity of open-ended funds,the management companies of open-ended funds pay close attention to the marketing strategy because of the fierce competition.How to raise the quantity of sale and the market demand has become one of the most important factors in the development of open-ended funds.Abuses have been exposed in the rapidly growth of open-ended funds.It is of great practical significance to research on the influencing factors and problems in the marketing of open-ended funds in China.The research is based on our current situation of fund marketing,using the historical data of fund industry.First of all,macro-environment has been analyzed from four aspects:political factors,economic factors,sociocultural factors and technological factors.And then,factors,such as stock market,rate of funds,distribution channels of funds,achievement of funds,net value of funds and brand of the management company,which have an effect on marketing strategy have been analyzed in great detail.In this paper,problems exist in marketing environment, product design,distribution channel,promotion strategy,customer relationship management and risks control have been pointed out on the basis of the previous analysis.In conclusion, learning from other countries and the studies of other people,some feasible suggestions which combine with the feature of the fund industry of China have been given.