【作者】 王凌云；

【导师】 汝莹；

【作者基本信息】 四川大学 ， 工商管理， 2003， 硕士

【摘要】 我国开放式基金从无到有，以短短两年时间快速壮大，如今已成为我国投资基金业最重要的组成部分。其中营销模式和营销策略为各开放式基金的顺利推出做出了重大贡献。如今，随着各类基金规模的快速扩张、市场竞争的加剧，基金市场本身对开放式基金的营销模式和营销策略提出了更高的要求，也使原有的模式面临着很多挑战。本文以嘉实开放式基金为主线条，对现有营销模式利弊进行剖析，在此基础上，提在我国开放式基金未来发展中所必须完成的营销模式的转型和营销策略的完善。 本文第一部分首先以大量的事实和数据展现我国投资基金业的发展历程，以及我国开放式基金的发展历程，然后探讨了开放式基金在我国的前景。强调提出了本文的一个重要观点：我国开放式基金今后发展的关键是营销模式的转换。 第二部分以现代市场营销管理理论来分析我国开放式基金的现有营销模式，包括新基金的设计、发行前准备、渠道建设、售后服务等。由于本文作者比较全面掌握了其它基金的营销模式，又亲历了嘉实基金发行嘉实理财通系列基金的全过程，因此对现有营销模式有切身的体会，其利弊分析与把握较为准确。 第三部分在前面分析的基础上，从客户、产品、价格、渠道、促销五个方面，结合我国实际情况，并参考国外开放式基金发展的经验，深入研究了营销模式应完成的转变。最终得出了营销模式内部核心策略应实现“五大转变”的结论：即目标市场从机构化向平民化转变、产品从同质化向个性化转变、产品定价降低且从单一向多元化转变、营销网络从单一化向多元化转变、市场促销从价格优惠向提升业绩转变。只有这样，才能促进我国开放式基金健康、快速地向前发展。 开放式基金在我国还是新生事物，有关研究多集中于对国外现有成果的引进消化上。关于营销模式与营销策略的研究，尤其是关于我国开放式基金营销模式的专门研究相当缺乏。作者在嘉实基金的实际营销工作中，既具有了切身的体会，又积累了经验，获得了实际知识。经过一段时间的认真分析，汇集并研究了许多案例和统计数据，逐步将一些个人新的观点见解补充完善，再加以梳理，最终完成了本文的撰写。更多还原

【Abstract】 Since 2001 the Open-end Fund (henceforth Mutual Fund) has developed significantly in China. Being the most important component of investment fund, the Mutual Fund relies heavily on its marketing pattern and strategy. Nevertheless, with fast expansion of Fund the present marketing pattern of the Mutual Fund face severe challenges from sharp competition and stringent requirement of investors. Based on the analysis of the advantages and disadvantages of present marketing pattern, the dissertation aims to improve the marketing pattern and strategy of the Mutual Fund with a case study on Harvest Mutual Fund.Therefore, the dissertation has been organized in me following way.Section 1 will summarize the development of investment fund and Mutual Fund in China based on considerable facts and data. It also points out the influential prospect of the Mutual Fund. It emphasizes that the key to the further development of the Mutual Fund in China is the proper reformation of marketing pattern.Section 2 will analyze the present marketing pattern of the Mutual Fund in China based on marketing theories, mainly including marketing strategies, preparations of issue, channel construction and customer services. There is a vivid case study on the issue of a series of Harvest Financial Expert Fund from June to July in 2003, which is the firsthand experience of writer. Hence the analysis of the marketing pattern is quite convincing.Section 3 will further discuss the present situation of domestic Mutual Fund and the experience of international Mutual Fund in order to improve the marketing pattern of the Mutual Fund in China. Five key elements of marketing strategy will be contained in the analysis, namely customer, product, price, place and promotion. Moreover, it draws the conclusion that the key strategy of the marketing pattern should implement five transformations, which refers to the target market transition from organization to communization, the product transition from uniformity to personality, the price transition from simplicity to diversification, the marketing network transition from simplicity to diversification, and the promotion transition from preferential price to enhancing achievement.Owing to the Mutual Fund is new to Chinese securities markets, relevant research usually focus on the assimilation of international experience of Mutual Fund. Therefore, it is lack of relevant research on the marketing pattern and strategy of Mutual Fund, especially those of Chinese Mutual Fund marketing pattern. During the writing process, the writer experienced the marketing of Harvest Fund and collected considerable cases and statistic data.更多还原