| In 2001 September, Huaan Fund set up China’s first open-end fund, the fund industry of our country thus into the fast track of development. At present, China’s fund Industry has gradually formed a diversified marketing channels system dominated by commercial banks, but the development is not balanced between channels. With the advent of the era of large information management, asset management industry has been the new normal. The change of business environment, the drawbacks of the original trend of the fund company marketing channels to restrict the development of the company is more and more outstanding. How to make the marketing channel to adapt to the new normal, to promote the healthy and rapid development of the company, has become a common problem faced by the domestic fund industry, which is also the key issue of DX fund company. This paper is to study the improvement of the marketing channel of DX company strategy fund.The marketing channel theory as a guide, the foreign advanced experience of development of the mutual fund for reference, combining the development trend of the domestic financial mixed operation in the financial and Internet, using the method of data analysis and field investigation, comprehensive analysis of the current situation of marketing channel of DX fund, DX fund companies are summarized in the marketing channel. From the fields of marketing channel structure, marketing channels and marketing channel relationship, and further put forward the improvement scheme research on marketing channel strategy, such as optimizing the marketing channel structure; enhance the marketing channel control and improvement of marketing channel member relationship. At the same time also suggested that the introduction of policies to support national commercial bank decentralization, open a branch fund sales qualification, to allow a separate contract with the fund company, break a few banks have the situation from the bank’s internal channel power. |
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