South Open-end Fund Marketing Problems And Countermeasures

Since the year 2001 the 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 Southern Fund 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 of 4Ps, 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.The improvement of customer service and the sales channels are discussed as emphasis in this paper.Through analysis and research it is not difficult to come to the conclusion that Marketing Strategy is thoroughly important as well as indispensable to the Southern Fund, which is the key element to put the Southern Fund in the first-class fund corporations.