中国开放式基金的营销渠道分析

An Analysis on Distribution Channels of China's Open-ended Funds

本文从当前国内开放式基金销售面临的现实困难出发,对比分析了中美开放式基金的营销环境,指出我国的营销环境、目标客户都与美国不同,要发展我国的开放式基金,应建立以证券交易系统为主、银行系统为辅的多渠道销售模式,向真正的目标客户销售,同时可以极大地提高基金申购赎回的效率。

In the view of difficulties in marketing China's open-ended funds,this article compares China's the open-ended funds' marketing environment with that of United states.The most important reason for great development of open-ended funds in America is the competition in stock market and the introduction of401k plan.However in China,open-ended funds are still in their infant period,and their marketing environment and the target buyers are quite different from that in America.So the selecting and marketing design of target buyers of China's open-ended funds should not follow America's footprints completely.The distribution channel of China's open-ended funds should be adjusted accord-ingly.