| Since the first open-end funds in China (Hua An Innovation Fund) was established in September2001. Closed-end funds Gradually replaced by Open-end fund。 At the lastof2011, the total size of the open-end fund’s assets have reached2.5trillion, while total assets of the closed-end funds only100billion. With the continuous improvement of the open mode fund market and development, the fund industry competition is becoming more and more fierce。 How to improve the marketing performance of the Fund to quickly seize the market share of fund investment, and expand the fund size. Become the focus of major fund companies. Study the many factors affecting the performance of the marketing has also become an important research topic.First,.this paper reviews the results of previous theoretical studies of securities investment funds. Summarizes the unique characteristics of the open-end fund is different from general merchandise, and that the open-end fund has four characteristics:’intangibility’’the synchronization of production and consumption’,’risk’ and’redemption’. Subsequently, the paper summarizes the representative of the marketing theory and analysis development of the fund in several years.Next, combine the historical data of the fund industry, summed up the six factors affect the performance of domestic open-end fund marketing:’macro-environmental factors’,’the stock market factors’,’the distribution channel factors’,’fund product factors’,’fund promotional factors’,’Fund brand factors.’and meticulous in all six factors set out in three small in-depth analysis of the factors. Preliminary Construct the factor analysis model.Then, this paper using a questionnaire, invited a number of university professors, Fund’s marketing department manager, the manager of venture capital funds to supplement and improve. Then validate the results of the analysis using SPSS software.Finally, according to the analysis results of the model, Some Suggestions were put forward for the domestic fund companies. |
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