Fund sales plan

In September, 20001year, the first domestic open-end fund was established, and in the following time, the assets of open-end funds continued to expand. Open-end fund has become the main body of China's difficult gold industry, and fund marketing has been paid more and more attention by fund companies. In view of the problems existing in the marketing process of open-end funds in China, this paper puts forward some relevant suggestions and measures.

Keywords: open-end fund; Marketing; Countermeasures

First, China open-end fund marketing problems

In September of 20001year, Huaan Innovation, the first open-end fund in China, was established, marking a historic leap from closed-end fund to open-end fund in China. However, there are still some problems in the marketing of open-end funds in China.

(A) marketing channels

Although the sales of open-end funds in China have gradually formed a sales system of bank consignment, securities company consignment and fund management company direct sales, because investors are not familiar with open-end funds, fund marketing still depends on the counter sales of banks and securities companies.

(2) product design

Product design and investment strategy are similar. Due to the strict restrictions on investment varieties and the narrow domestic bond market, the fund has little difference in product design. Most fund products lack clear positioning in design. Even for industry funds with clear positioning, the stipulations of fund investment targets in many contracts are vague.

Promotion strategy

The promotion method is simple and lacks the overall strategy. Most of the promotion methods are media promotion, which lacks strategy, systematicness and goal. At present, the most commonly used promotion method is rate concessions, and the most commonly used marketing method is mass marketing, rather than providing different fund products for investors through segmentation, which makes it difficult for investors to become firm holders of funds.

(D) Customer relationship management

The level of customer service needs to be improved. Faced with the rapid expansion of investors, many fund companies' customer service staff reserves and customer service supporting measures can not adapt to the expansion of fund companies' scale, and it is difficult to form a rapid and effective response mechanism.

In terms of investor education, fund companies mainly focus on fund investment content, focusing on promoting fund products and purchase methods, while introducing investor rights and investment risks is obviously less.

Second, improve China's open-end fund marketing strategies

(A) marketing channels

1. Establish a scientific, multi-level and three-dimensional marketing network.

At present, the sales of open-end funds in China are mainly commissioned by commercial banks and securities companies, and the direct sales of fund management companies should be gradually increased. At the same time, the fund manager must strengthen cooperation with the consignment bank, conduct continuous training for the bank personnel, enhance the enthusiasm of the bank consignment personnel, and improve the marketing ability of the bank personnel.

2. Diversified promotion methods are used together.

Fund managers can communicate with investors by promoting the four elements of portfolio-personnel promotion, advertising promotion, business promotion and public relations.

Personal selling is a kind of face-to-face communication. Generally speaking, one-on-one promotion to institutional investors can achieve the best marketing effect. The purpose of advertising is to inform, influence and persuade investors. It can change the target investors' cognition of the company itself and fund products, which is conducive to better promoting the fund. Commonly used business promotion methods mainly include sales outlets publicity, incentives, investor exchange activities and preferential rates. Fund management companies should comprehensively use these means, which is conducive to expanding the effect of business promotion.

The efforts of public relations fund managers to win public respect. These people include news media, shareholders, industry organizations, regulators, employees, investors and so on. Because the way to deal with the crisis will affect the company's reputation and business ability, it is very important to maintain a good relationship with the media to deal with the crisis. 3. Improve customer service

Customer service is an important part of fund marketing. Only by actively and timely exploring the market, striving for the recognition of investors and establishing long-term relations with investors can we improve the market share. Therefore, fund managers or consignment agencies should set up an independent customer service department, establish a complete customer service process, and combine the application of various service methods to systematically realize and optimize investor services.

(B) product strategy

1. Actively launch innovative products.

Although financial products are easy to be imitated, new funds entering the market have a "first-Mover advantage" and can occupy a larger market share. Therefore, actively innovating fund products is an effective way for securities investment fund management companies to solve fund marketing problems. However, the focus of fund product innovation should be to effectively meet the needs of investors, bring benefits to investors, and help maintain and increase the value of assets.

Fund product innovation can seek breakthroughs in the following aspects: (1) subdividing existing fund categories; Use the international capital market to develop international fund varieties; Product innovation combined with financial derivatives.

2. Develop products according to the needs of investors.

The development process of fund products is a process of analyzing the needs of investors, determining the target market and attracting specific investors. Therefore, we should focus on understanding investors' investment preferences and investment purposes, and choose a certain market segment as the target market of products and services as the primary task of developing fund products.

3. Establish brand effect

With the relative maturity of fund products, their original differences will gradually disappear. At this time, brand management is needed to achieve the purpose of stabilizing and increasing market share.

In order to establish brand effect, fund companies should: maintain good and stable income; Strictly abide by the investment concept, consolidate and strengthen their own financial management style, and maintain a unique and distinctive personality; Adhere to the interests of investors and provide investors with good after-sales service.

(3) Price strategy

1. Close to the market price

Fund companies can design reasonable rate standards according to the different subscription time, quota and holding period of investors. From the point of view of product price, on the premise of comprehensively evaluating the company's cost, the interests of related parties, the current investment product rate and the investor's acceptance ability, seek the appropriate subscription fee, subscription fee and redemption rate.

2. Make flexible charging standards according to the needs of different investors.

According to the marketing theory, the demand of investors is always the most important factor to be considered in pricing strategy. Because the psychological price acceptable to domestic investors is low at present, we can consider setting up a multi-level charging method in the subscription fee. In addition, because different investors have different preferences for the fee structure, fund management companies can design different fee structures in the same fund, and the series can be converted to each other under certain conditions to adapt to the changes of investors' investment strategies.