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论文编号：	10316
作者编号：	2220160731
上传时间：	2018/12/5 21:33:51
中文题目：	G期货公司市场营销策略研究
英文题目：	Research on the Marketing Strategy of
指导老师：	杨俊
中文关键字：	期货公司；营销环境；7Ps营销策略
英文关键字：	Futures Co., Ltd；Marketing Environment；7Ps Marketing Strategy
中文摘要：	近年来，在市场快速发展和资本快速提升的带动下，加之客户保证金的持续增加，我国期货行业的经营业绩总体向好。然而，2017年以来，受有效需求不足、商品价格剧烈震荡、市场交易活跃度降温等因素影响，我国期货市场中投资者的观望情绪增加，投资意愿明显减弱，致使我国期货市场交易规模和成交额“双降”趋势明显。未来，随着我国期货市场逐渐发展成熟，行业集中度不断提升，以及投资者的投资日趋理性，我国期货行业内部的竞争将日益激烈。由此，作为应对行业竞争和提升盈利能力的重要手段之一，市场营销策略管理在未来期货公司的发展过程中将发挥着越来越重要的作用，关系着期货公司的生死存亡，必须对此予以高度重视。作为我国期货行业内的知名品牌，近年来，面临着越来越复杂多变的内外部发展环境以及日趋激烈的行业竞争环境，G期货公司以往较为粗放的市场营销策略管理所存在的问题逐渐显现，对公司应对市场竞争、提升盈利能力、谋求未来生存与长远发展造成了较大的不利影响。基于此，本文以G期货公司作为研究对象，在深入研究和分析当前公司市场营销方面现状后，发现其存在的问题，随后又对该公司目前市场环境进行了分析和研究，进而以STP、7Ps市场营销理论为依据针对G期货公司研究制定了相应的市场营销策略，并从人力资源、营销资金、风险管理等方面提出了相应的保障措施以推进所制定的市场营销策略得以有效实施。本文的研究对于帮助G期货公司充分发挥自身优势，准确把握市场机会，扭转当前不利的市场营销发展态势，努力提升市场营销效果，着力增强盈利能力，培育核心竞争力，实现主营业务长远、健康、可持续发展将具有十分重要的现实意义。与此同时，本文的研究也能够为期货行业的其他期货公司开展相关的市场营销策略研究提供参考范例，这对于帮助其他期货公司进一步改善市场营销管理，提升营销管理水平，进而提高整个期货行业的整体发展质量将具有十分重要的现实意义。
英文摘要：	In recent years, driven by the rapid development of the market and the rapid upgrading of capital, coupled with the continuous increase of customer margin, the overall operating performance of China's futures industry is better. However, since 2017, due to influence by the insufficient effective demand, sharp fluctuations in commodity prices, market transaction activity cooling and other factors, the investors' sentiment of expectation has increased and their willingness to invest has obviously weakened, resulting in a “double drop” trend in the trading scale and turnover of China's futures market. In the near future, with the gradual development and maturity of China's futures market, the increasing concentration of the industry, and the increasingly rational investment of investors, the competition in China's futures industry will become increasingly fierce. Therefore, as one of the important means to cope with industry competition and enhance profitability, marketing strategy management will play an increasingly important role in the future development of futures companies, which is related to the survival of futures companies, and we must pay great attention to it. As a well-known brand in China's futures industry, in recent years, facing with more and more complex and changeable internal and external development environment and increasingly fierce competition environment in the industry, problems in G Futures Co., Ltd's extensive marketing strategy management in the past have gradually emerged, which has made great adverse effects on its future survival and long-term development. For this, this paper takes G Futures Co., Ltd as the research object, and on the basis of in-depth study and analysis of the Company's marketing situation to find out the main problems existing in its current marketing. Next, on the basis of in-depth analysis of the Company's internal and external marketing environment, with the help of modern marketing theories of STP and 7Ps to formulate the Company's marketing strategy. At last, this paper puts forward the corresponding safeguard measures from the aspects of human resources, marketing funds and risk management so as to promote the formulated marketing strategy to be effectively implemented. This study will have important practical significance for helping G Futures Co., Ltd to give full play to its own advantages, accurately grasp the market opportunities, reverse the current unfavorable trend of marketing development, strive to improve marketing effectiveness, focus on enhancing profitability, cultivate core competitiveness, and then achieve long-term, healthy and sustainable development of its main business. At the same time, this study can also provide a reference example for other futures companies in the futures industry to carry out relevant marketing strategy research, which will have very important practical significance for these futures companies to further improve their marketing management, enhance their level of marketing management, and thus improve the overall development quality of the futures industry in China.
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