In general, the relationship with customers in the marketing process. In the general product marketing process, sellers provide use value to consumers by selling products and providing services. After the consumer's demand is met, the marketing relationship between the marketer and the consumer about this product comes to an end at this stage. However, fund marketing is very different. Take open-end funds as an example. In the process of fund marketing, the relationship between companies and investors is continuous and feedback, and it is a dynamic process of constant change. Investors have the right to choose to continue to purchase or redeem, that is, to further strengthen or terminate the relationship. Therefore, fund marketing faces the task of long-term marketing. Therefore, the particularity of fund marketing is continuous rather than one-off.