Fund Management Companies In China Marketing Strategy Research

At present,the fund industry in our country devolopes very fast, however ,whose history is not very long.In the structure of getting open step by step, the fund industry of our country is being placed in a pivotal transforming period, the degree of competition getting gradually fierce,the marketing of operation and supervision are two greatest trends of the industry development.In the aspect of marketing strategy,the fund management firms of our country experienced no stage in marketing, stage in marketing in half,and now already enters completely stage in marketing. Generally speaking,the fund industry of our country is still being placed a stage of rising up,whose developing space is tremendous,but the competition and challenge faced is urgent.We can assure improving the power of competition of the fund firms ,only through quickly expanding scale and possessing market.Thus,how to establish marketing strategies which are suitable for the progress of the companies' business,is significant for the fund management firms in our country ,especially for the whole fund industry. However, for national fund companies,working out marketing ideas is just got in touch with after all, without ready mode and mature experience.In the thesis,the auther's purpose is to probe into fund marketing stratagies which are adapted to the situation of China through analysis and study. The thesis has three sections. The first section:through analyzing the condition of our fund industry at present, the author proceeded a research, compared policy,law environment with the main investment tools of national funds,combining the demand of fund industry's develop trends in mature market, and demonstrated that the development of our fund industrywould regard open-end fund as the chief sort.For the investment tools, we should nearly focus on all the opportunities of investment and the strategy's progress which are brought by money market,securities of enterprises,stock B,QDII,QFII,and avoid systematic risk using the financial engineering and the index deriving tools, then enrich products' design;applying the theories of market division to analyze the local market of fund investors, we can get that the general residents'savings,the personal investors and the institutional investors in security market composed three target division market of fund marketing.During the earlyperiod of development,we should seize various chances to enlarge scale with all strengths considering the whole market as the aim,while,aiming at the circumstance of target division market,make a pertinent marketing scheme is just what we should do.In three years,if the stock market lacked theconditions to attract the general residents' savings,issuing the money market funds,guarantee funds,and bond funds is a method to stimulate the savings.While,the personal investors(particularly those who invest more)and the institutional investors can be regarded as the main target market of funds in stock market;on the basis of analyzing the competitive factors concluding interior and exterior ones which the national fund firms faced,we defined that the competitive advantages and the developing direction of our fund management firms in the future by SWOT. The second section:mostly aiming at the institutional investors who are potential and significant of the funds in our country,the author carrying on analysis with the characteristic of their investing behavior.Commercial insurance corporations,social guarantee funds,and some industries with steady and tremendous cash flows,such as electric power,tobacco...etc.,are deserved primarily marketing by national fundmanagement firms. The third section:supposing national mid-scope fund management corporations as the target,the author established material and viable marketing strategy,mainly involving total marketing goals,marketing policies and idiographic marketing tactics in the future.In the aspect of product designing,I emphasized to process financial innovation through holding present...