Research Of Individuals Investors Segmentation On Open-end Funds

Since1998, securities investment funds have achieved standard development in China. Now, its total assets soared to more than2.5trillion RMB, and the scale of open-end funds takes96%of the assets of open raised funds. Apparently, the development of open-end funds has a dedication to the development of securities investment funds industry. Among them, the appropriate marketing model and marketing strategy contribute to the success of the IPO of securities investment funds. Nowadays, as the rapid expansion of the scales of different kinds of funds, market competition has been fierce, and original marketing methods have been challenged. Fund markets require a high-level marketing strategy in open-end funds. This paper had a research on customer segmentation of individual investors in open-end funds. Based on the analysis, author gave a suggestion on how securities investment funds management corporation offer an appropriate marketing strategy.First of all, this paper gave a definition of customer segmentation, an introduction of research idea and an organization of the paper structure. Then, this paper stated literature reviews of securities investment funds, individual investors and customer segmentation, both on theoretical research and empirical study. Secondly, this paper had a deep analysis on customer segmentation status of Chinese securities investment funds, and designed a questionnaire based on the result of qualitative interviews with relevant personnel in Area B. After that, author gave a quantitative analysis with the data collected from the questionnaires, and had customer segmentation on individual buyers of open-end funds. Finally, based on customer segmentation, author stated a list of existed problems and appropriate suggestions in how to market in open-end funds.