The Research Of China's Open-end Fund Marketing Strategy Innovation

After decade of development,China's fund industry is basically in a state of perfect competition.The fund products diversified continuously.What's more,the internet penetrated into all walks of life.In such an environment,for fund companies,how to take effective marketing strategy according to their own advantages is directly related to their market share and profit.Meanwhile,it also will affect the future of fund companies.In this paper,the research is established on the basis of theory combined with the actual.Firstly,it reviewed the history of China's fund development.It analyzed its marketing status through 4P analysis.It shows that the internet transformation is the main trend of China's fund companies in the future,and improving their marketing ability should be the most important thing.Then,H company,for example,we tried to analyze its marketing status and its problems.To be specific,we analyzed the marketing environment of H company by PEST model and Porter five forces model.Furthermore,we used the SWOT model to analyze its marketing strategy,and we found that there are four main problems in H company's marketing:error in brand targeting,lack of channel diversification,wrong customer orientation,and low quality of service.Finally,aiming those problems,we offer several solutions.Such as,improving construction of third party platforms and promoting the service quality of proprietary platform.It is in order to provide certain ideas for the development of China's open-end fund marketing strategy,which has a strong practical guiding significance.