开放式基金销售渠道研究.pdf

销机构，条件尚不成熟，商业银行和证券公司作为基金的代销机构各 有千秋。在第3部分对此作了详细的比较分析，并对渠道的拓展和控 制进行了一定的研究，最后介绍了我国目前开放式基金销售渠道的现 状。他山之石，可以攻玉。美国共同基金销售渠道发展的经验对我国 开放式基金今后的渠道建设很有启示，通过对美国共同基金销售渠道 和我国开放式基金发展初期销售渠道的研究，得出结论:推进基金销 售渠道的多元化应当是一个必然的方向，并适时引入类似保险经纪人 的基金销售代理人模式。但是渠道多元化会随之带来诸多问题和变 化，在论文结尾部分笔者提出了一些解决的力.法策略。 关键词:共同基金、开放式基金、营销、销售渠道 直销、代销. ABSTRACT SinceChinasfirstWestern-styleopen-endedfundwaslaunchedby HuaanFundManagementCo.LtdinSeptember2001,theopen-ended fundsinChinahavetakenonquiteanewlookaftermorethanadecades development.Withthecomingofthenewcentury,open-endedfundsare facedwithunprecedentedopportunitiestoseekfurtheradvancement Nevertheless,theexistingmarketingmodeisbecomingmoreandmorea blockonthewayofopen-endedfundsin-depthandsustaining development.Consideringvarioussalesmodesandtakingintoaccount theactualsituationofthedevelopmentofChinasopen-endedfunds,this thesisattemptstoputforwardsomeconstructiveandoperable suggestions,withaviewtopromotingthesmoothmarketingofthe open-endedfunds. ChapterOneisabriefsurveyoffeaturesinthemarketpromotionof open-endedfunds,concerningdiversemarketingchannels,thechoiceand controlofthesechannels,andthedeterminingfactorsinthechoiceof certainchannels.Inthesecondchapter,attentionispaidtothedifferent phasesinthedevelopmentofAmericanmutualfundsandtheir correspondingmarketingchannels:directmarketingtheappearanceof retailsalesrapiddevelopmentofretailsaleswiththegrowthofthe scientificandtechnologicalelements,theincreaseofintensityand extensivenessinmarketingchannels,the.formationofasystematic networkofmarketingchannels.Statisticalanalysisisdoneasregards professionalbrokers,discountbrokers,blanketinsuranceagenciesandthe newtendenciesandfeaturesinthecurrentdevelopmentofAmerican mutualfunds.TheAmericanexperiencecanbeofgreatimportanceto Chinasopen-endedfundinitsbeginningperiod.Atpresent,restrictedby suchfactorsasmarketenvironment,technicalfacilities,investment