Research On Marketing Channel Strategy Of A Fund Management Company

After the reform and opening-up, our country’s capital market started to resume.However, for it is not a long time since the capital market started to resume, domestic investors do not know much about capital market fund companies and fund products. Thus fund companies and commission organizations have obligation and responsibility to help investors deepen their understanding and it is necessary to meet investors need by fund selling and service. Fund is the bond of fund companies and investors. To some degree, fund management companies’ right of subsistence right to get profit and industry leadership are decided by the scale of fund. The successful of fund marketing depends on the proper use of marketing channel strategy. In terms of the formation development and present condition of fund industry fund companies have been facing the brutal competition from the same industry other alternative products of fund in the same industry and potential market accesses.Fund marketing channel can be composed by fund management companies commission organizations and investors and can be also composed by fund management companies and investors. Marketing structured mode is decided by clients’need. In contrast the feature of rough marketing more or less still exists in the marketing channel mode of fund management companies so far channel confliction problem is still prominent. Thus there is still room for improving in marketing channel strategy. In addition fund marketing channel is not closed channel environment’s change can also influence the selling of fund products. Although the reasons that A fund management company gain success are brand performance innovation service and marketing channel but in terms of the process of development the key of its success is marketing channel strategy. Channel forms its feature and advantages but it also exposed some shorts in certain aspects. In future, there will be opportunities at the same time challenge.The innovation points of this thesis are the analysis and conclusion toward A fund management company’s development:they should adjust marketing channel strategy according to its advantages, disadvantages challenges and opportunities establish a marketing channel mode which has core competitive advantage, that is putting the "three major points" marketing channel in first position with "two new models" marketing channel helped;Use establish strategy alliance to develop major channel establish its own brokers marketing channel by service facing high-end customers develop its proprietary marketing channel by developing long-term clients relationships.