博时开放式基金营销中存在的问题及对策研究
摘 要
公元2001年，是我国开放式基金的元年。自第一只开放式基金华安创新基金成立以来，开放式基金在我国以短短几年的时间走过了国外基金业几十年的发展历程。但随着基金管理公司的不断设立，基金品种的相继推出，开放式基金的销售已从卖方市场走向了买方市场，营销能力也成为衡量一个基金管理公司核心竞争力的主要标志，各基金管理公司也都对基金的营销工作给予了高度的重视。但由于我国的基金业非常年轻，针对该行业的系统性研究几乎没有，对其营销方面的理论研究更是少之又少。所以对开放式基金的营销进行系统研究，分析开放式基金营销中存在的问题，为其它基金公司提供借鉴具有非常现实的意义。
博时基金管理有限公司成立于 1998年7月13日，是中国内地首批成立的五家基金管理公司之一，在开放式基金的营销工作中一直处于国内拔尖的水平，其在开放式基金营销中的经验值得研究。
本文在写作中运用了比较分析与综合分析相结合、定量分析与定性分析等研究方法对博时基金管理公司开放式基金营销中的问题进行了分析并提出有针对性的对策，旨在提高基金管理公司开放式基金的营销水平，从而更好地推动中国开放式基金的发展。
关键词:博时开放式基金；营销困境; 营销对策
Research on Marketing Problems and Countermeasures in the Open-ended Fund of BOSHI Co, Ltd
Abstract
The year A.D. 2001 was the Year Zero for the Open-ended Fund of our country to say. Since the first pen-ended fund, Hua An pioneering fund was launched, the open-ended fund has undergone the development during the past several years which has been achieved in tens of years in foreign countries .But as more management firms has been launched, and various kinds of fund has emerged ,open-ended fund changes its role from seller's market to buyer's market fund management frms attach importance to marketing strategy .However,the industry in china is at such a young stage that there is almost no systematic study in connection with the industry, let alone the theoretical studies on sales.Therefore, studying systematically of the open-ended fund sales and analyzing problems in the process of sales have a great realistic significance for other fund management firms to use for reference.
BOSHI Fund Management Co, Ltd , established in July 13, 1998, was the first batch of the five fund management companies in the mainland of China. It kept high quality of the marketing strategy of open-ended fund,and was worth studying its experience in the open-ended fund sales.
This thesis aims to improve the quality of marketing strategy of open-ended fund and to push forward the development of chinese open-ended fund by analyse the problem which arise out of the open-ended fund sells of The Harvest Fund Management Co,. Ltd, and will put forword proposals in a accordance with this problem by the way of horizontal comparison and vertical comparison, quantative analysis and qualitative analysis.
Key Words: The Open-ended Fund Of BOSHI Co, Ltd; Marketing difficulties；Marketing Countermeasures
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