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Problems and Solutions of Southern open-end fund marketing

Author: LiNan
Tutor: SongYan
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: 4Ps 4Cs 4RS Integrated Marketing Open-end fund
CLC: F832.51
Type: Master's thesis
Year: 2008
Downloads: 341
Quote: 1
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Abstract


Since 2001 the first open-end funds Huaan Innovation Fund has been established, gone through decades of foreign development process of open-end funds in China just a few years time. The establishment of the fund management company, launched fund products, extensive sales of open-end fund industry has been unable to meet the increasingly fierce market competition. The fund management company for the expansion of the management scale, maintaining competitiveness, fund marketing efforts began to upgrade to a strategic height. China's fund industry is very young, very few can learn for the systematic study of the industry, marketing theory. Southern Fund Management Company (hereinafter referred to as the Southern Fund) as the first batch of China Securities Regulatory Commission approved the oldest fund management companies, fund size, marketing work has been in the leading domestic level, to study the experience of the open-end fund marketing analysis the inadequacies of other fund companies and even entire fund industry has a very important reference. Southern Fund case, the first replacement on the theory of marketing 4Ps, 4Cs, the 4Rs theory and its development, integrated marketing network theory to do a brief introduction, a review of the course of development of China's open-end fund, summed up China's open-end fund pattern of competition in the industry and the marketing status quo, then Southern Fund open-end fund marketing status of key analysis pointed out that the existing problems in its marketing: compared to a single channel is the soft underbelly of restricting the development of the South Fund; customer service has been unable to meet the growing ; well as a single promotional strategy, product homogeneity, brand consciousness and other defects. Finally, the use of the previously mentioned marketing theory, Southern Fund Marketing SWOT analysis and suggestions for improvement strategy: building a diversified channel marketing model, strengthen the management of traditional channels of distribution channels, and vigorously promote the construction of network of direct sales; customer segments, optimize non- labor service system, to provide differentiated services to high-value customers; strengthen brand management; proposed market-oriented promotional programs and a full range of product strategy. This study focused on the construction of the diversification of channels and customer service improvements. Through analysis and research, the paper argues that the Fund Marketing of Southern Fund Company is very necessary is also very important, is an important factor to maintain its competitive edge.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Financial market
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