Fund Management Company's Channel Marketing Strategy To Explore

Has long been the party's 17 conference made clear, it is necessary to gradually raise the property of the Chinese residents of revenue. With the emergence of capital markets and development, to achieve these goals becomes possible for the people. Investment fund is a "Money for money" road to financial wealth, although this road is not flat, from the long-term fund investment perspective, getting rich through fund investment is a useful complement to the labor-rich. After the reform and opening up, China's capital markets resumed. However, due to the resumption of capital markets is not a long time, the majority of investors in the domestic is not very familiar with the capital markets, fund management companies, institutions who sell the obligation, as well as fund products. Therefore fund companies and institutions have the responsibility to help raise awareness of investors. It is necessary to the adoption of the fund sales and services to meet the wishes of investors. Fund is the link to connect fund investors and fund management companies. To some extent, the size of the fund determines fund management companies to survival, profitability and industry leadership. The success of fund marketing depends on the use of channel marketing strategy in an appropriate manner.Generated from the fund industry, the development and the status quo, the fund management company from its inception on faced the ruthless competitions from the same industry, fund alternatives and other financial sectors potential to access to the market. Fund marketing channels can be formed by fund management companies, institutions and investors, and also can be formed by the fund management companies and investors. Marketing channels model of different structures is depending on customer's needs. In contrast, the domestic fund management company is currently marketing channel mode of the existence of more or less characterized by extensive marketing, and channel conflict is still relatively prominent. Therefore there is room for improvement to marketing channel strategy. In addition, the fund marketing channel is not a closed channel, any changes in environment will affect the sale of fund products.By the end of the year 2008, from the size of the management of fund assets ranked, the Harvest at the second position of the fund industry. The reasons for the success are the brand, performance, innovation, service and marketing channels and other factors. However, from the development and expansion of Harvest as an example, the marketing channel strategy, although there are improvements necessary, is the key to achieve the above-mentioned success. Harvest set up ten years ago , with formation of its own characteristics and advantages, but also exposed the inadequacy of certain aspects. Looking for the next decade, both opportunities and challenges will be. To be invincible, with the Harvest own market position, direction and key objectives, strategies in fund marketing channels, it is necessary to establish the core competitive advantage of marketing channel mode, the establishment of institutions with major strategic alliance, focusing to service high-end customer, and to take the consolidation of long-term cooperation with customers relations strategy.