Marketing drive each of the tricks of the Bo and Jia Real Peak duel

"The actual performance of Bosera and Kerry is not very impressive, but they have a solid position in the top three in recent years, which means that after a certain scale, there is a potential for performance drivers to be driven by marketing."　　An industry analyst said.　　At the end of the first quarter of this year, in Huaxia fund to 202.9 billion yuan total asset management scale a ride dust, ahead of the major domestic fund companies in the top three rankings, has evolved into the second and third between the competition, while Bo and the two major fund companies became the Dragon Tiger Bucket of the core protagonist. "The actual performance of the two fund companies is not impressive, but their position in the top three has been solid in recent years, indicating that after a certain scale, there is a potential for performance drivers to be driven by marketing."　　An industry analyst said. According to the evaluation of professional institutions, from 2006 to 2008 of the three-year period, the fund company's stock Investment management ability ranked 28th, 2nd, 26th, and the company's ranking of the firm is 12th, 24th, 30th bit.　　In the first quarter of this year, the fund company's stock Investment management capacity ranked 19th, the company's ranking of 43-digit fund.　　Although the overall performance of the fund performance is flat, but this does not hinder the Bo time and Ka real assets of 124.3 billion yuan and 115.3 billion yuan management asset scale, the second largest and the third largest fund companies, showing that the two fund companies have been playing a huge impact on brand appeal. Bo time marketing to win the second Bosera and the first Huaxia there is a gap of 78.6 billion yuan, this gap has even exceeded the sixth GF Fund company 77.9 billion yuan asset management scale.　　Obviously, Bo time to catch up with China in the short term, the opportunity has been negligible. In this case, the Bo-time fund company how to keep the position of the second place, will become the company's future development of an important aspect. In the four quarter of last year, Bo-time fund company had been 11.8 billion yuan by Ka Real, and retreated to the third.　　But in the first quarter of this year, Bo sat back on second place on a relatively small net redemption.　　In fact, this year, as of May 5, in the Bo's active fund, in addition to the franchise value of 45.62% per cent of the net growth rate ranked 23rd, the other active partial-stock fund growth rates are between 26% to 34%, in the middle and lower positions. In the case of high performance fluctuations, the responsibility for maintaining and further developing the company's asset management scale has fallen further into the company's marketing system.　　What are the secrets of Bosera in marketing? "One is pragmatic, the other is the concept of leading." "For the marketing characteristics of the BO-time fund company, the company's relevant people told reporters concisely." For the performance of its fund, his assessment is: "In large companies, our company's fund performance is relatively high." "And one of the more familiar with the Bo in the industry, said Bosera in 2006 to 2007 years of publicity and advertising investment is huge, at the same time in the fund split, a large proportion of the use of marketing tools, such as the efforts to cooperate with each other, so that the company's asset management scale in the third quarter of 2007 Rose, three months from 100.5 billion to 210.9 billion yuan,　　The size of the company ranked from the original industry fifth to the second.　　Ka-Real channel for Wang and Bo when compared to the performance of the Fund has encountered similar problems, the company in recent years also rely on its strong marketing ability to make up for the lack of investment and research. This year, as of May 5, except for the theme of 48.36% per cent growth in net worth is in the lead, the growth rate of other partial-equity funds between 19.03% to 38.55%, the difference is huge. As a foundation of the same investment and research platform of different funds, the Ka-Real fund Why is this happening?　　This to some extent has been confirmed by the company's concern: that is in charge of investment and research Shang Yuming south of the rich, the company investment research strength of how to integrate into a whole, forming a joint effort, will face enormous challenges. In the case of the strengthening of investment and research strength, the marketing innovation has become the main engine to promote the growth of the scale of the fund. "For Bo, I do not know very well, they did not seize the opportunity in 2007, the large proportion of dividends on each fund repeatedly done several times?" In marketing, I think Yifangda do well. "When the Huaxia Times reporter mentioned Bosera and Jia Shi marketing differences at the same time," said the fund.　　Obviously, he is unwilling to compare the company's marketing style, level and so on with Bosera.　　An industry insider, in the CCTV ads, set up outdoor billboards and so on, Ka is also one of the earliest companies to do. Not only that, the fund is also the pioneer of a large proportion of dividends.　　November 6, 2006, the fine Solid fund "large proportion of dividends", "limited distribution" of marketing practices, due to good results, many fund companies have emulated.　　In addition, in December 2006, KA Real strategy growth first raised 41.9 billion, because carefully selected the most of the national network of ICBC as the main hosting bank, and in BOC and other banks sales.　　According to the introduction, the current fund channel personnel still has fifty or sixty people, in the major fund companies ranked first.　　Future variables still exist. However, in the Bo and Kerry has grown into the fund in the big fat, but also met the fat People's troubles, mainly in the marketing capacity is too strong, so that the size of the company's asset management and investment research capacity produced disproportionate. In the run-up to the stock market, a large number of investors by the fund's powerful propaganda offensive, will be impulsive to enter the market to bring considerable incremental funds, and incremental funds in a short time, but also to promote the stock further rise, so as to form a self cycle of positive feedback effect. In this process, the fund company as long as the marketing ability is strong, can quickly scale big, fund company's management fee income also rises. But forInvestors, however, do not necessarily have good results. Fund companies should be an investment management as the core of the enterprise. For this, Bogger, the US fund godfather, has long said: "The mutual fund industry we need should pay more attention to the management of the holders ' assets than to the sales of the Fund's shares." "An industry insider said in an interview, Bosera and Ka Real future long-term trend will depend to a large extent on the development of their respective investment and research system."