Research On The Innovation Of Open-Ended Fund Market Combination Strategy In HX Fund Company

Since the year2001the first pen-ended fund, Hua An pioneering fund was launched, the open-ended fund has undergone the development during the past several years which has been achieved in tens of years in foreign. With the establishment of the fund companies, a variety of fund has been promoted in succession, however, extensive sales of open-ended fund is unable to meet the increasingly fierce market competition. For the enlargement of management scale and the improvement of the competitive strength, many fund companies have laid emphasis on the marketing strategy. However, the fund industry in china is at such a young stage that there is almost no systematic study in connection with the industry, let alone the theoretical studies on marketing. As one of the first to fund management firms approved by the Chinese securities Regulatory Commission. As the CHINA ASSET Management Co., Ltd kept high quality of the marketing strategy of open-ended fund, it is worth studying its experience in the open-ended fund sales.First of all, on the basis of the theory of4Ps,4Cs,4Rs and the theory of network integration Marketing, this paper introduces the history of the development, the situation of competition and the current marketing of the open-ended fund in china Then it carries out ample analysis on the current sales situation of the open-ended fund of the Southern Fund and points out the problems in the process of sales, Involves from the product, brand, distribution, promotion and customer service. Based on the marketing theories, the countermeasures is put forward in view of the current issues:it is necessary for the Southern Fund to broaden the sales channels and strengthen the development of the network marketing, structure customer subdivides mode, offer diverse service to the high-valued customer, provide special fund establish market oriented promotion strategy and Product strategy, strengthen brand management.By analyzing the research the HX fund company marketing made a lot of practical, workable solutions, such as "third-party sales" in the analysis of the fund industry marketing future development platform concept, and comparison of mature foreign markets on the fund industry marketing future developmentthird-party sales,"the feasibility and necessity of the platform, and fund marketing third-party sales" strengths and weaknesses of the platform, third-party sales platform for China’s fund industry in the future development fund to provide a theoretical draw.The HX Fund through the years of development has become one of the industry’s most prestigious fund, but has been focusing on the research team-building, research and development ignore the marketing team, this marketing mix strategies. innovative research believe that to be able to provide relevant reference for their growing, to keep the industry competitive advantage to provide the necessary theoretical basis. relevant reference for their growing...