GL期貨公司營銷策略研究
發(fā)布時間：2018-10-22 20:30
【摘要】：在政府穩(wěn)步發(fā)展期貨市場、積極發(fā)展機(jī)構(gòu)投資者的重大戰(zhàn)略部署下，隨著股指期貨等品種的陸續(xù)上市、期貨投資咨詢業(yè)務(wù)等創(chuàng)新業(yè)務(wù)的不斷推出，我國期貨市場呈現(xiàn)出越來越繁榮的景象。當(dāng)前期貨行業(yè)正處于由量的擴(kuò)張向質(zhì)的提升的關(guān)鍵時期，期貨市場面臨重大歷史機(jī)遇，，也存在巨大的挑戰(zhàn)。作為券商系的GL期貨公司，2011年以來保證金規(guī)模上了一個臺階后，連續(xù)兩年出現(xiàn)滯漲，這與公司IB業(yè)務(wù)停止不前、服務(wù)體系不夠完善等有一定的關(guān)系。GL期貨公司如何發(fā)揮自身的優(yōu)勢，把握住戰(zhàn)略機(jī)遇，針對營銷中出現(xiàn)的問題，采取有效合理的市場營銷模式，改進(jìn)市場營銷效率，提高市場競爭力和市場份額，實(shí)現(xiàn)GL期貨公司跨越式發(fā)展，爭取業(yè)績再上新臺階。 本文在借鑒營銷相關(guān)理論及國內(nèi)外期貨市場營銷研究動態(tài)分析基礎(chǔ)上，運(yùn)用PEST模型和波特五力模型對外部環(huán)境、行業(yè)競爭結(jié)構(gòu)以及競爭對手進(jìn)行分析；運(yùn)用SWOT矩陣分析方法，評價了GL期貨公司的優(yōu)勢和劣勢、面臨的機(jī)會和威脅，揭示出公司營銷中存在的IB業(yè)務(wù)停止不前、服務(wù)體系不夠完善等問題及成因。運(yùn)用競爭戰(zhàn)略理論分析表明，GL期貨公司應(yīng)該選擇差異化戰(zhàn)略作為其主要競爭戰(zhàn)略。以此為基礎(chǔ)，研究制定市場細(xì)分、市場定位、客戶分類分級方案；從產(chǎn)品、定價、渠道等七方面著手，研究設(shè)計出GL期貨公司的產(chǎn)品創(chuàng)新、IB業(yè)務(wù)流程完善、差別化費(fèi)率、團(tuán)隊(duì)建設(shè)等實(shí)施方案。同時，從加強(qiáng)人力資源建設(shè)、加強(qiáng)信息技術(shù)建設(shè)、提高研究咨詢能力等八個方面，提出GL期貨公司強(qiáng)化營銷策略保障對策與建議。 本文研究制定的市場營銷策略方案，有助于GL期貨公司及類似企業(yè)改進(jìn)其營銷策略和管理，增強(qiáng)市場開發(fā)能力，提高市場競爭力和影響力；提出的關(guān)于強(qiáng)化市場營銷管理的對策與建議，對GL期貨公司及其它期貨公司改進(jìn)市場營銷工作，具有一定借鑒意義。
[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.
【學(xué)位授予單位】：西北農(nóng)林科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F724.5
本文編號：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.
【學(xué)位授予單位】：西北農(nóng)林科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F724.5
【參考文獻(xiàn)】
相關(guān)期刊論文 前9條
1 吳愨華;;現(xiàn)代營銷策略在期貨經(jīng)紀(jì)業(yè)務(wù)中的運(yùn)用[J];廣東水利電力職業(yè)技術(shù)學(xué)院學(xué)報;2005年04期
2 吳愨華;;期貨經(jīng)紀(jì)公司差異化營銷策略的實(shí)施[J];北方經(jīng)貿(mào);2006年08期
3 吳愨華;;7P營銷策略與期貨營銷[J];北方經(jīng)貿(mào);2007年01期
4 王萬洲;許余潔;;中國期貨行業(yè)交易手續(xù)費(fèi)競爭的經(jīng)濟(jì)學(xué)分析[J];江淮論壇;2011年02期
5 王平;;新形勢下的期貨公司定位與發(fā)展策略研究[J];經(jīng)濟(jì)縱橫;2008年10期
6 田鳳軍;王元月;;淺析我國期貨居間人市場[J];商場現(xiàn)代化;2006年05期
7 于曉萍;;談企業(yè)差異化戰(zhàn)略的實(shí)施[J];現(xiàn)代商業(yè);2007年27期
8 曹衛(wèi)中;;新形勢下企業(yè)環(huán)境與企業(yè)的競爭戰(zhàn)略[J];宜春學(xué)院學(xué)報;2005年S1期
9 黃運(yùn)成;王愛華;鄒惠;;國際期貨市場機(jī)構(gòu)投資者的發(fā)展及借鑒[J];證券市場導(dǎo)報;2007年05期
本文編號：2288228
本文鏈接：http://sikaile.net/jingjilunwen/zbyz/2288228.html
最近更新
教材專著
