China Open-end Fund Marketing Strategy

94 open-ended funds are now operating in domestic fund market by August 31 , 2004, and the issuing scale of total is 282,700 million yuan, accounting for 79.43% of the total scale of the investment funds. It is estimated that the issuing scale of the open-ended fund will exceed 500 billion yuan by 2005. While the scale of the fund assets increases at full speed, the variety of fund is innovating constantly. From the angle of investment objective, fund is classified into growing up type fund and income type fund according to investment target, classified into stock fund , bond fund and money market fund. Meanwhile, lever fund and undertaking the fund will also appear in the fund market in the near future. It is obvious that the open-ended fund is developing in an unprecedented pace in China.After going through the high-speed development in initial phase and low ebb later, then wandering up and down, the Chinese open-ended fund passing by three years and developing the unusual road faces more and more reality test. As quantity of fund increases constantly, the overseas fund is constantly joining the competition of the Chinese market, the fierceness of competition of the fund market can be well imagined. In addition, because the Chinese stock market is depressing for a long time at present, the performance of the fund is getting worse, majority appear loss, cause fund sell share wither , redeem phenomenon take place constantly on a large scale constantly, in addition, The propaganda and educational work of investors have not kept up with, distribution of interests imbalanced selling incentive mechanism on a commission basis to be perfect organization, the fund is more and more difficult in marketing.Compared with cruel fact, the marketing of the fund trade is still at the starting stage, many marketing theories have not been well applied in the fund trade. Face this current situation , this text is through the collection of the materials, the combination of thoery and practice, aiming at putting forward one's own opinion forthe development of the Chinese open-ended fund, hope to make a little one's own contribution for the development of marketing of open-ended fund of our country.The full text includes six chapter of text. Chapter one introduction, has summarized the current situation of the open-ended fund of our country, has analysed the existing problem, the purpose, method and structure to explain the writing of the thesis. Chapter two carries on environmental analysis to the open-ended fund trade from such three respects as macroscopical environment , buyer's market , competitor's environment ,etc. Then put forward different basic competitive strategies to different fund types. Chapter three, subdivide buyer's colony of open-ended fund market through different indexes , then study how to subdivide the choice and localization of the market. Chapter four from the tactics of the products, price strategy , channel tactics , promote , serve tactics and network marketing ,etc. a lot of respect not to go on the tactics research of marketing to the open-ended fund trade. Chapter five combines the case and discusses the open-ended fund marketing tactics in china.. It is a conclusion partfinally.