LZ期货公司资产管理业务营销渠道研究

发布时间：2017-12-31 00:06

本文关键词：LZ期货公司资产管理业务营销渠道研究　出处：《华北电力大学》2015年硕士论文　论文类型：学位论文

【摘要】：2012年7月份,中国证监会审议通过《期货公司资产管理业务试点办法》,期货资产管理业务正式成为期货公司发展多元化经营、摆脱单一经纪业务模式的重要突破点。开展期货资产管理产品营销渠道研究,对期货公司核心竞争力的培育具有明显的实践指导意义。LZ期货公司是一家规模较大的期货公司,在传统期货经纪业务领域具有较强的实力和市场优势,但在创新性的期货资产管理业务的推进上进度缓慢,期货资产管理业务的营销工作难以找到着力点和突破口。本文首先对LZ期货公司资产管理业务的营销渠道现状进行了深入分析,发现该公司的营销渠道资源较为丰富,拥有数量众多、分布广泛的营销网络,但在营销渠道的组织结构、团队建设和激励考核等方面存在影响营销渠道效率提升和功能发挥的一些问题。在发掘LZ公司自身问题的同时,本文对LZ公司开展资产管理业务所处的宏观环境和微观环境进行了分析,并与同行业竞争者的营销渠道进行了比较性分析,印证了LZ公司资产管理业务营销渠道建设工作的症结所在。为进一步探索LZ公司资产管理业务营销渠道的建设和优化措施,本文继续对LZ公司资产管理业务开展了目标市场定位分析,并结合LZ公司的优势和能力,将管理型的资产管理产品市场作为LZ公司的主要目标市场,将风险偏好型高净值客户作为主要的目标客户群体,并在管理型产品市场实施集中性营销战略,以在特定市场中取得竞争优势。在此基础上,本文提出LZ公司的资产管理营销渠道建设需要从优化渠道结构、适当增加营销网点、完善营销支持系统、加强品牌形象宣传等多个方面系统化、全面化开展,并对LZ公司的营销渠道建设工作提出了具体的针对性建议,希望有助于LZ期货公司资产管理业务营销渠道的改善,提高LZ公司资产管理业务的竞争力。
[Abstract]:In July 2012, China Securities Regulatory Commission (CSRC) examined and adopted the "pilot measures on Asset Management of Futures companies", which formally became the diversified operation of futures companies. Get rid of the important breakthrough point of single broker business model. Carry out the research on the marketing channel of futures asset management products. LZ futures company is a large futures company, which has strong strength and market advantages in the field of traditional futures brokerage business. But progress in innovative futures asset management business progress is slow. The marketing of futures asset management business is difficult to find the focus and breakthrough. Firstly, this paper analyzes the current situation of the marketing channel of asset management business of LZ Futures Company. Found that the company's marketing channel resources are relatively rich, with a large number of, widely distributed marketing network, but in the marketing channel of the organizational structure. There are some problems that affect the efficiency and function of marketing channel in the aspects of team building and incentive assessment, while exploring the LZ company's own problems. This paper analyzes the macro-environment and micro-environment in which LZ Company carries out asset management business, and makes a comparative analysis with the marketing channels of competitors in the same industry. LZ company asset management business marketing channel construction of the crux of the work. In order to further explore the LZ company asset management business marketing channel construction and optimization measures. This paper continues to carry out the target market positioning analysis of asset management business of LZ Company. Combined with the advantages and capabilities of LZ Company, the market of managed asset management products is regarded as the main target market of LZ Company. Take risk preference type high net worth customer as the main target customer group, and implement the centralized marketing strategy in the management product market, in order to obtain the competitive advantage in the specific market. This paper puts forward that LZ company's asset management marketing channel construction needs to optimize the channel structure, appropriately increase the marketing network, improve the marketing support system, strengthen brand image publicity and other aspects of systematization, comprehensive development. The paper also puts forward specific suggestions on the construction of LZ company's marketing channel, hoping to improve the marketing channel of LZ futures company's asset management business and enhance the competitiveness of LZ company's asset management business.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.5;F274

【共引文献】