GL期货公司营销策略研究
发布时间：2018-10-22 20:30
【摘要】：在政府稳步发展期货市场、积极发展机构投资者的重大战略部署下，随着股指期货等品种的陆续上市、期货投资咨询业务等创新业务的不断推出，我国期货市场呈现出越来越繁荣的景象。当前期货行业正处于由量的扩张向质的提升的关键时期，期货市场面临重大历史机遇，，也存在巨大的挑战。作为券商系的GL期货公司，2011年以来保证金规模上了一个台阶后，连续两年出现滞涨，这与公司IB业务停止不前、服务体系不够完善等有一定的关系。GL期货公司如何发挥自身的优势，把握住战略机遇，针对营销中出现的问题，采取有效合理的市场营销模式，改进市场营销效率，提高市场竞争力和市场份额，实现GL期货公司跨越式发展，争取业绩再上新台阶。 本文在借鉴营销相关理论及国内外期货市场营销研究动态分析基础上，运用PEST模型和波特五力模型对外部环境、行业竞争结构以及竞争对手进行分析；运用SWOT矩阵分析方法，评价了GL期货公司的优势和劣势、面临的机会和威胁，揭示出公司营销中存在的IB业务停止不前、服务体系不够完善等问题及成因。运用竞争战略理论分析表明，GL期货公司应该选择差异化战略作为其主要竞争战略。以此为基础，研究制定市场细分、市场定位、客户分类分级方案；从产品、定价、渠道等七方面着手，研究设计出GL期货公司的产品创新、IB业务流程完善、差别化费率、团队建设等实施方案。同时，从加强人力资源建设、加强信息技术建设、提高研究咨询能力等八个方面，提出GL期货公司强化营销策略保障对策与建议。 本文研究制定的市场营销策略方案，有助于GL期货公司及类似企业改进其营销策略和管理，增强市场开发能力，提高市场竞争力和影响力；提出的关于强化市场营销管理的对策与建议，对GL期货公司及其它期货公司改进市场营销工作，具有一定借鉴意义。
[Abstract]:With the government's steady development of the futures market and the active development of the major strategic arrangements of institutional investors, as the stock index futures and other varieties have been listed one after another, the innovative business of futures investment consulting business has been launched continuously. China's futures market is becoming more and more prosperous. At present, the futures industry is in a critical period of expansion from quantity to quality, and the futures market is faced with great historical opportunities and great challenges. As a brokerage company, GL Futures Company has seen a stagflation for two consecutive years after the margin scale rose to a higher level since 2011, which is related to the cessation of the company's IB business. The service system is not perfect and so on. How to give full play to the advantages of GL futures company, grasp the strategic opportunity, take effective and reasonable marketing mode to improve the marketing efficiency, aiming at the problems in marketing. Improve market competitiveness and market share, realize GL futures company leapfrog development, strive for performance to a new level. Based on the theory of marketing and the dynamic analysis of futures marketing at home and abroad, this paper uses PEST model and Porter's five-force model to analyze the external environment, industry competition structure and competitors, and uses SWOT matrix analysis method. This paper evaluates the advantages and disadvantages, opportunities and threats faced by GL Futures Company, and reveals the problems and causes of the IB business stopping and the service system not being perfect in the marketing of the company. The analysis of competitive strategy theory shows that GL futures company should choose differentiation strategy as its main competitive strategy. On the basis of this, this paper studies and formulates the scheme of market segmentation, market positioning, customer classification and classification. From seven aspects of product, pricing and channel, the paper studies and designs the GL futures company's product innovation, IB business process perfection, differential rate, etc. Team building and other implementation programs. At the same time, from eight aspects, such as strengthening the construction of human resources, strengthening the construction of information technology and improving the ability of research and consultation, the paper puts forward the countermeasures and suggestions of strengthening the marketing strategy of GL futures company. The marketing strategy scheme studied in this paper will help GL Futures Company and similar enterprises to improve their marketing strategy and management, enhance the ability of market development, improve market competitiveness and influence; The countermeasures and suggestions on strengthening marketing management are useful for GL Futures Company and other futures companies to improve their marketing work.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F724.5
本文编号：2288228
[Abstract]:With the government's steady development of the futures market and the active development of the major strategic arrangements of institutional investors, as the stock index futures and other varieties have been listed one after another, the innovative business of futures investment consulting business has been launched continuously. China's futures market is becoming more and more prosperous. At present, the futures industry is in a critical period of expansion from quantity to quality, and the futures market is faced with great historical opportunities and great challenges. As a brokerage company, GL Futures Company has seen a stagflation for two consecutive years after the margin scale rose to a higher level since 2011, which is related to the cessation of the company's IB business. The service system is not perfect and so on. How to give full play to the advantages of GL futures company, grasp the strategic opportunity, take effective and reasonable marketing mode to improve the marketing efficiency, aiming at the problems in marketing. Improve market competitiveness and market share, realize GL futures company leapfrog development, strive for performance to a new level. Based on the theory of marketing and the dynamic analysis of futures marketing at home and abroad, this paper uses PEST model and Porter's five-force model to analyze the external environment, industry competition structure and competitors, and uses SWOT matrix analysis method. This paper evaluates the advantages and disadvantages, opportunities and threats faced by GL Futures Company, and reveals the problems and causes of the IB business stopping and the service system not being perfect in the marketing of the company. The analysis of competitive strategy theory shows that GL futures company should choose differentiation strategy as its main competitive strategy. On the basis of this, this paper studies and formulates the scheme of market segmentation, market positioning, customer classification and classification. From seven aspects of product, pricing and channel, the paper studies and designs the GL futures company's product innovation, IB business process perfection, differential rate, etc. Team building and other implementation programs. At the same time, from eight aspects, such as strengthening the construction of human resources, strengthening the construction of information technology and improving the ability of research and consultation, the paper puts forward the countermeasures and suggestions of strengthening the marketing strategy of GL futures company. The marketing strategy scheme studied in this paper will help GL Futures Company and similar enterprises to improve their marketing strategy and management, enhance the ability of market development, improve market competitiveness and influence; The countermeasures and suggestions on strengthening marketing management are useful for GL Futures Company and other futures companies to improve their marketing work.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F724.5
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