期货营业部营销服务创新策略研究

发布时间：2018-12-09 09:12

【摘要】：伴随着金融股指期货的诞生以及新品种、创新产品和业务的不断问世，中国期货市场目前正处于最好的政策环境中，得到前所未有的发展机遇。期货公司也取得了长足的进步与快速发展。本文通过总结目前期货行业的发展现状、期货市场状况的回顾，结合现有期货公司以及期货营业部整体的发展现状，对期货市场未来发展进行展望。而目前期货营业部在营销服务中普遍存在缺乏创新思维造成的问题，如：开发与维护投入比例失衡；服务流程简单，同质化竞争严重；营销模式缺乏创新以及人才配置不够合理等。针对以上问题，结合所在工作单位，利用经验性总结以及描述性研究，，结合思维开拓式延伸，尝试性提出期货营业部在营销服务中创新模式的策略研究。在创新营销模式的策略提议中，主要是从市场开发的广度和深度进行发掘，提出营销渠道开拓思路以及产品创新与品牌策略。就客户维护模式创新研究中，主要从客户分类管理，个性化服务模式以及规范原有服务流程，建立自身服务品牌，增加客户粘性的角度出发。企业转型、升级都离不开人才的同步配合，本文也针对现有期货营业部的人才培养与引进模式提出通过管理创新和人才升级方式打造更为合理与科学的内部人才架构。随着金融衍生品时代全面开启,中国期货市场进入发展快车道。创新将成为期货公司以及辖区营业部发展壮大的催化剂和根本源动力。这也是本文研究的原因和目的所在。
[Abstract]:With the birth of financial stock index futures and the emergence of new varieties, innovative products and business, China's futures market is in the best policy environment, and has got unprecedented development opportunities. Futures companies have also made considerable progress and rapid development. This paper summarizes the current situation of the futures industry, the review of the futures market situation, combined with the existing futures companies and futures sales department of the overall development of the future development of the futures market prospects. At present, there are some problems caused by the lack of innovative thinking in the marketing service of the futures business department, such as the imbalance of investment ratio between development and maintenance, the simple service flow and the serious homogeneous competition. The marketing mode lacks the innovation and the talented person disposition is not reasonable and so on. In view of the above problems, combined with the work units, the use of empirical summary and descriptive research, combined with a pioneering extension of thinking, try to put forward the futures sales department in the marketing service innovation model strategy research. In the strategic proposal of innovative marketing mode, it mainly explores the breadth and depth of market development, and puts forward the marketing channel development thought and product innovation and brand strategy. In the research of customer maintenance mode innovation, it mainly starts from the aspects of customer classification management, individualized service mode and standardizing the original service flow, establishing its own service brand and increasing customer stickiness. Enterprise transformation and upgrading can not be separated from the synchronous cooperation of talents. This paper also puts forward a more reasonable and scientific internal talent structure through management innovation and talent upgrading in view of the existing talent training and introduction mode of futures business department. With the full opening of the financial derivatives era, China's futures market has entered the fast track of development. Innovation will become a futures company and the area of business development and growth of the catalyst and fundamental power. This is also the reason and purpose of this study.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.39;F274

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