| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 102 === In Taiwan, Mutual fund has been being developed for over 30 years. With intensive competition, the number of investment trust companies has soared from 4 to 38.Since 2005, both foreign and indigenous companies have the same guiding directions—raising new funds, creating new products, more marketing budget, and developing SIP(Systematic Investment Plan)—to expand the scale of funds management. However, hit by the problems caused by subprime mortgages, the scale had decreased instead of increasing. Till now, it has yet fully recovered in terms of scale.
During these years, the different operating strategies of Taiwan’s top 10 companies have resulted in different outcomes. On the other hand, we have found a phenomenon that bigger companies have been getting bigger while smaller ones shrinks. For those companies which are relatively small in scale, the path ahead is bumpier. Therefore, how to make competitive policies, grasp the trust of clients, and expand the funds managing scale is the main question investment trust companies have to work on.
In this research, I chose two companies—CAPITAL GROUP and FU HUA—to study their developing directions--operating policies, product strategies, and marketing strategies—and how those directions worked after 2008. Finally, I would like to discuss these questions—how do Taiwanese funds companies make their operating policies, what is the key point, how do they do to gain the trust of customers who would be willing to invest more in this platform, and how do they do to reach the desired profits and to create the values why a fund-managing company can stay on the market.
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