嘉实开放式基金营销模式和营销策略研究
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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。
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.
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。
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.
引文
[1] 嘉实基金管理有限公司．中国大陆基金业发展概况．2003．
[2] 吴锋．中长线投资开放式基金的优势分析．中融基金管理有限公司投资周刊．2003，(2)．
[3] 全景观察：开放式基金发展蓝图 http://www.p5w.net/p5w/home/sib/observe/200309161570.html
[4] 刘江．试论开放式基金在我国发展前景及若干建议．http://business.sohu.com/43/82/article203608243.shtml
[5] 王欣．我国国内开放式基金首发规模突破1000亿份．深圳特区报，2003-09-07．
[6] 吴锋．开放式基金为何能逆风飞扬．证券时报，2003-09-08．
[7] 财经时评：10万亿居民储蓄怎样分流 http://news.china.com/zh_cn/finance/11009723/0030806/11518943.html
[8] 凌云．工行基金销售创个人认购新高 http://www.southernfund.com/customer/viewNews.do?newsID=1057306941000
[9] 陈斌、李信民、杜要忠．中国股市个人投资者状况调查报告．证券时报，2002-04-13(7)．
[10] 刘恩奇．借鉴美国基金业的成功经验．证券时报，2003-09-17．
[11] 浩民．农行开放式基金调查表明：业绩最影响购买意向．中国证券报，2003-07-17．
[12] 周金涛、马静如、张小强．保本基金：海外市场成熟品种．中国证券报，2003-09-22．
[13] 货币市场基金(MMF)悄然复苏 http://www.homeway.com.cn/colligation/fund/detail.aspx?sl=325&id=485158
[14] 王飞太．基金业收费模式亟待调整．上海证券报，2003-04-14．
[15] 吴科春．境外基金销售．证券时报，2002-8-30．
[16] 陈翔凯．开放式基金营销体系有待完善．中国证券报，2001-11-13．
[17] 熊元俊．基金营销：打分红战还是品牌战．深圳特区报，2003-05-23．
[18] 陈坚．国内基金业发展历程．证券时报，2003-03-04．
[19] 菲利普·科特勒、洪瑞云、梁绍明、陈振忠．市场营销管理(亚洲版)．北京：中国人民大学出版社，1997．
[20] 袁晓初．开放式基金营销过程中的问题和对策．销售与市场，2003，(5)．
[21] 刘振亚．美国的共同基金．北京：经济科学出版社，2001．
[22] 胡世元．银证分销+公司直销—开放式基金的销售模式．国泰基金创刊号，2002．
[23] 中国银河证券网—基金研究 http://www.chinastock.com.cn/research/yj-jj.shtml
[24] 立峰基金研究网 http://www.hlf-funds.com/
[25] 中国证券报·中证网 http://202.84.17.28/csnews/default.htm
[26] 全景网络—基金专题 http://www.p5w.net/p5w/home/newfund/index.html
[27] 中国证券网 http://www.stocknews.com.cn/
[28] 和讯基金 http://www.homeway.com.cn/colligation/fund/
[29] 华夏基金网 http://www.chinaamc.com/
[30] 国泰君安证券—开放式基金 http://www.gtja.com/gtja/information/fund/0050040000.html
[31] 中融基金管理有限公司 http://www.zrfund.com
[32] 富国基金管理有限公司 http://www.fullgoal.com.cn
[33] 国泰基金管理有限公司 http://www.gtfund.com/
[2] 吴锋．中长线投资开放式基金的优势分析．中融基金管理有限公司投资周刊．2003，(2)．
[3] 全景观察：开放式基金发展蓝图 http://www.p5w.net/p5w/home/sib/observe/200309161570.html
[4] 刘江．试论开放式基金在我国发展前景及若干建议．http://business.sohu.com/43/82/article203608243.shtml
[5] 王欣．我国国内开放式基金首发规模突破1000亿份．深圳特区报，2003-09-07．
[6] 吴锋．开放式基金为何能逆风飞扬．证券时报，2003-09-08．
[7] 财经时评：10万亿居民储蓄怎样分流 http://news.china.com/zh_cn/finance/11009723/0030806/11518943.html
[8] 凌云．工行基金销售创个人认购新高 http://www.southernfund.com/customer/viewNews.do?newsID=1057306941000
[9] 陈斌、李信民、杜要忠．中国股市个人投资者状况调查报告．证券时报，2002-04-13(7)．
[10] 刘恩奇．借鉴美国基金业的成功经验．证券时报，2003-09-17．
[11] 浩民．农行开放式基金调查表明：业绩最影响购买意向．中国证券报，2003-07-17．
[12] 周金涛、马静如、张小强．保本基金：海外市场成熟品种．中国证券报，2003-09-22．
[13] 货币市场基金(MMF)悄然复苏 http://www.homeway.com.cn/colligation/fund/detail.aspx?sl=325&id=485158
[14] 王飞太．基金业收费模式亟待调整．上海证券报，2003-04-14．
[15] 吴科春．境外基金销售．证券时报，2002-8-30．
[16] 陈翔凯．开放式基金营销体系有待完善．中国证券报，2001-11-13．
[17] 熊元俊．基金营销：打分红战还是品牌战．深圳特区报，2003-05-23．
[18] 陈坚．国内基金业发展历程．证券时报，2003-03-04．
[19] 菲利普·科特勒、洪瑞云、梁绍明、陈振忠．市场营销管理(亚洲版)．北京：中国人民大学出版社，1997．
[20] 袁晓初．开放式基金营销过程中的问题和对策．销售与市场，2003，(5)．
[21] 刘振亚．美国的共同基金．北京：经济科学出版社，2001．
[22] 胡世元．银证分销+公司直销—开放式基金的销售模式．国泰基金创刊号，2002．
[23] 中国银河证券网—基金研究 http://www.chinastock.com.cn/research/yj-jj.shtml
[24] 立峰基金研究网 http://www.hlf-funds.com/
[25] 中国证券报·中证网 http://202.84.17.28/csnews/default.htm
[26] 全景网络—基金专题 http://www.p5w.net/p5w/home/newfund/index.html
[27] 中国证券网 http://www.stocknews.com.cn/
[28] 和讯基金 http://www.homeway.com.cn/colligation/fund/
[29] 华夏基金网 http://www.chinaamc.com/
[30] 国泰君安证券—开放式基金 http://www.gtja.com/gtja/information/fund/0050040000.html
[31] 中融基金管理有限公司 http://www.zrfund.com
[32] 富国基金管理有限公司 http://www.fullgoal.com.cn
[33] 国泰基金管理有限公司 http://www.gtfund.com/