我国开放式基金的营销困境及对策

基于我国目前开放式基金的营销困境,本文从外部环境和自身因素两个方面对其原因进行了分析,深入研究了银行销售"主渠道"存在的问题,提出了改善基金外部环境和加强基金自身建设的相应对策,给出了解决银行销售"主渠道"问题的具体措施,从而为我国开放式基金走出销售困境,促进我国开放式基金快速健康发展提供一些参考.

The marketing dilemma of the open ended-fund and the Solution in China

Based on Chinese marketing dilemma of open - ended fund at present, in his paper the reasons leading to marketing dilemma of the open - ended fund both in exterior environment and in interior factors were analyzed, and the problems existing in the main fund marketing channel-bank marketing channel also were further studied, then the corresponding countermeasures were raised for improving the exterior environment of the open - ended fund and strengthening the self- building of the open - ended fund. Furthermore, it provided the specifical measures to solve the problems of the bank in the fund marketing, so as to give some advices to help the open - ended fund out of marketing dilemma, and promote the open ended fund to develop healthily and rapidly.