本文關(guān)鍵詞：LZ期貨公司資產(chǎn)管理業(yè)務(wù)營銷渠道研究　出處：《華北電力大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：2012年7月份,中國證監(jiān)會審議通過《期貨公司資產(chǎn)管理業(yè)務(wù)試點辦法》,期貨資產(chǎn)管理業(yè)務(wù)正式成為期貨公司發(fā)展多元化經(jīng)營、擺脫單一經(jīng)紀(jì)業(yè)務(wù)模式的重要突破點。開展期貨資產(chǎn)管理產(chǎn)品營銷渠道研究,對期貨公司核心競爭力的培育具有明顯的實踐指導(dǎo)意義。LZ期貨公司是一家規(guī)模較大的期貨公司,在傳統(tǒng)期貨經(jīng)紀(jì)業(yè)務(wù)領(lǐng)域具有較強(qiáng)的實力和市場優(yōu)勢,但在創(chuàng)新性的期貨資產(chǎn)管理業(yè)務(wù)的推進(jìn)上進(jìn)度緩慢,期貨資產(chǎn)管理業(yè)務(wù)的營銷工作難以找到著力點和突破口。本文首先對LZ期貨公司資產(chǎn)管理業(yè)務(wù)的營銷渠道現(xiàn)狀進(jìn)行了深入分析,發(fā)現(xiàn)該公司的營銷渠道資源較為豐富,擁有數(shù)量眾多、分布廣泛的營銷網(wǎng)絡(luò),但在營銷渠道的組織結(jié)構(gòu)、團(tuán)隊建設(shè)和激勵考核等方面存在影響營銷渠道效率提升和功能發(fā)揮的一些問題。在發(fā)掘LZ公司自身問題的同時,本文對LZ公司開展資產(chǎn)管理業(yè)務(wù)所處的宏觀環(huán)境和微觀環(huán)境進(jìn)行了分析,并與同行業(yè)競爭者的營銷渠道進(jìn)行了比較性分析,印證了LZ公司資產(chǎn)管理業(yè)務(wù)營銷渠道建設(shè)工作的癥結(jié)所在。為進(jìn)一步探索LZ公司資產(chǎn)管理業(yè)務(wù)營銷渠道的建設(shè)和優(yōu)化措施,本文繼續(xù)對LZ公司資產(chǎn)管理業(yè)務(wù)開展了目標(biāo)市場定位分析,并結(jié)合LZ公司的優(yōu)勢和能力,將管理型的資產(chǎn)管理產(chǎn)品市場作為LZ公司的主要目標(biāo)市場,將風(fēng)險偏好型高凈值客戶作為主要的目標(biāo)客戶群體,并在管理型產(chǎn)品市場實施集中性營銷戰(zhàn)略,以在特定市場中取得競爭優(yōu)勢。在此基礎(chǔ)上,本文提出LZ公司的資產(chǎn)管理營銷渠道建設(shè)需要從優(yōu)化渠道結(jié)構(gòu)、適當(dāng)增加營銷網(wǎng)點、完善營銷支持系統(tǒng)、加強(qiáng)品牌形象宣傳等多個方面系統(tǒng)化、全面化開展,并對LZ公司的營銷渠道建設(shè)工作提出了具體的針對性建議,希望有助于LZ期貨公司資產(chǎn)管理業(yè)務(wù)營銷渠道的改善,提高LZ公司資產(chǎn)管理業(yè)務(wù)的競爭力。
[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.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.5;F274

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本文編號：1357157