Key Influencing Factors For Open-end Fund Marketing Research

Since the first Open-end fund was sold on September 11th in 2001, China's Open-end funds industry has been developing by leaps and bounds. Until the end of 2007, the asset of the Open-end funds of the fund management companies has been more than three trillion yuan. At present, China's fund industry especially Open-end funds industry has developed into a fairly large scale industry. At the same time, the number of fund management companies is also increasing. On the one hand, it is the inevitable trend of development for the fund industry; on the other hand, it is bound to make more and more intense competition. Therefore, fund management companies should pay serious attention to marketing and researching the key influential factors of Open-end funds marketing also has become a more important issueThis paper first reviews the results of many previous studies summarized on the basis of the characteristics of Open-end funds, open-end funds are intangible, inseparability, stability and redeemable commodities. And then this paper analyses the marketing status of Open-end funds in China. It pointed out that with the rapid development of the Open-end funds industry, its marketing influential factors are more important.Next, after reading lots of researching documents on the basis of understanding the unique characteristics of the Open-end funds marketing and interviewing with experts, we identified the key influential factors of the Open-end funds marketing from six aspects. i.e. the environment, products, prices, channels, promotions and brand. Moreover, we analyze the three categories of environmental factors, "P" factor and brand factor, which conducted a model of the key influential factors of the construction of the Open-end funds marketingThen, using the Delphi Method in this paper other relevant experts such as an associate professor of marketing, fund management companies, general manager of regional marketing centers, senior marketing manager of financial and securities institutions, were invited via e-mail to supplement and reinforce the key influential factors of Open-end funds marketing in China. The experts also helped to judge the impact of the various factors and then their opinion was analyzed with SPSS statistical software afterwards the model of the key influential factors of Open-end funds marketing was verified.Finally, according to the conclusion of the statistics this paper put forward some feasibility proposal on making marketing strategy for Open-end funds in China from the aspects of environment, "4P" and brand.This paper is the first systematic study on the influential factors of the domestic Open-end funds marketing .This conclusion attaches importance to the marketing strategy of China's fund industry and helps fund management companies find the key influential factors which impact the Open-end funds marketing, thereby increasing the competitiveness of the fund management companies and making its own contribution to the scientific, healthy and sustainable development of China's fund industry.