加强营销能力是今天中国本土基金管理公司面临的最大挑战之一。本文将应用市场营销的传统理论 ,并借鉴国外成熟市场经验 ,对我国开放式基金市场进行分析 ,对当前已经或即将推出开放式基金的基金管理公司的市场细分、产品和市场定位以及 4 P营销组合策略提出一些意见和建议 ,为以后新的基金发行销售乃至金融服务业的营销提供更多的思路。 Strengthening marketing capabilities is one of the biggest challenges facing Chinese domestic fund managers today. This article will apply the traditional marketing theory, and learn from the experience of mature foreign markets, the analysis of China’s open-end fund market, the current has been or will soon launch an open-end funds fund management company market segmentation, product and market positioning and 4 P Marketing portfolio strategy put forward some comments and suggestions for the future sale of new fund sales and even the marketing of financial services industry to provide more ideas.