Open-end fund marketing is to publicize the investment concept of fund management companies, show the performance of fund management companies and introduce the knowledge of fund operation mechanism, aiming at arousing the market's desire to subscribe for funds, gaining the trust of market funds and cultivating the loyalty of fund holders. This is the difference between open-end funds and closed-end funds, and it is also the challenge faced by open-end funds. The goal of successful marketing of open-end funds is that fund holders can become loyal customers of fund management companies, not only share the operating results of fund management companies, but also understand the temporary operating difficulties of fund management companies and ensure the stability of fund scale. At present, the marketing of open-end funds should handle the following two relations:

Product marketing and relationship marketing

Product marketing is based on the marketing of fund products themselves, and the brand and marketing strategy of fund management companies are established through market education. The fund industry is a highly intelligent industry, including not only the asset management wisdom of fund management companies, but also the marketing wisdom in the market. Relationship marketing refers to the marketing method of extending personal relationships, which often relies on the interpersonal relationships formed by the company in the past or the social relationships of the salesmen's relatives and friends, and takes insurance companies as the target customers. From the development history of the World Fund and the direction of fund industry industrialization in China, product marketing is the inevitable choice of fund industry marketing, and relationship marketing can only be tactical and a supplement to product marketing.

Relationship marketing can achieve the purpose of raising funds in a short time, but the maintenance cost of this part of marketing is relatively high and the stability is poor. The huge redemption after the fund is issued is an example.