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论文编号：	11993
作者编号：	2320180742
上传时间：	2020/12/9 10:15:38
中文题目：	YD期货公司营销策略改进研究
英文题目：	Research on marketing strategy improvement of YD futures company
指导老师：	李季
中文关键字：	期货公司；营销策略；多元化
英文关键字：	Futures company；Marketing strategy；Specialization and diversification
中文摘要：	随着我国资本市场的迅速发展及金融市场的不断改革开放，作为其重要组成部分的期货行业也迎来了蓬勃发展的时期，不论在市场规模、产品的创新、新型业务的推出、监管政策的健全上都处于快速发展和完善的时期。同时，在期货行业的法律建设、政策研究、基础制度的建设及与国际接轨方面也都取得了长足的进步及成效。可以预见中国的期货市场将迎来了黄金般的发展时期，同时中国期货行业经过三十多年积累也处在由量变到质变的关键时期。期货市场快速地发展给期货公司带来重大的发展机遇，但同时也面临着巨大的挑战。如何在残酷的市场竞争中，把握发展的机遇，提升企业的生存能力、竞争能力和发展能力是每家期货公司及期货工作者面临的重大课题，其中如何提升、改进期货企业的市场营销能力成为重中之重。 本文选择YD期货公司作为研究对象，根据现代市场营销的理论及方法，对其进行深入的剖析。首先通过PEST模型和波特五力模型对其所处的宏观环境及行业环境和竞争对手进行分析，再通过SWOT对企业目前的经营状况、营销策略及存在的问题进行分析总结，以4P理论和STP理论为基础，对公司的市场营销策略进行合理的改进和优化，有针对性对企业营销策略提供解决方案，并通过相应多元化的保障措施来确保营销策略有效的执行。 本文希望通过自身所学的营销理论知识，在YD期货公司现行的营销策略上提出进一步改进的建议与方案，完善企业的营销策略，使之更具有竞争性。YD期货公司只有制定正确的市场营销策略，才能保证企业健康、有序、持续的发展，不断提升企业的竞争能力，确保企业有能力把握住历史赋予的机遇，并在残酷的市场竞争中脱颖而出。
英文摘要：	With the rapid development of China's capital market and the continuous reform and opening up of the financial market, the futures industry, as an important part of it, has also ushered in a period of vigorous development. No matter in the market size, product innovation, the introduction of new business, and the improvement of regulatory policies, it is in a period of rapid development and improvement. At the same time, the futures industry has also made considerable progress and achievements in legal construction, policy research, basic system construction and international integration. It can be predicted that China's futures market will usher in a golden development period. Meanwhile, China's futures industry is also in a critical period from quantitative change to qualitative change after more than 30 years of accumulation. The rapid development of the futures market brings significant development opportunities to Futures Company, but at the same time, it also faces great challenges. In the fierce market competition, how to grasp the development opportunities and improve the survival, competitiveness and development ability of the enterprise is a major issue faced by each Futures Company and futures workers, among which, how to enhance and improve the marketing ability of futures enterprises has become the top priority. In this thesis, YD Futures company is selected as the research object, according to the modern marketing theory and method, to its in-depth analysis. First by PEST model and porter five model on the macro environment and industry environment and competitors were analyzed, and then through the SWOT to the current operating conditions of enterprises, marketing strategy and the analysis of existing problems, using the theory of 4P and the STP theory as a foundation, for the company marketing strategy and reasonable improvement and optimization, targeted marketing strategy of the enterprise to provide solutions, and through the corresponding security measures to ensure the implementation of effective marketing strategy. The thesis hopes to put forward further improvement suggestions and plans on the current marketing strategies of YD Futures Company through the marketing theoretical knowledge learned by itself, and improve the marketing strategies of the enterprise, so as to make it more competitive. Only by formulating the correct marketing strategy, can YD Futures Company ensure the healthy, orderly and sustainable development of the enterprise, continuously improve the competitiveness of the enterprise, and ensure that the enterprise has the ability to seize the opportunities given by history and stand out in the fierce market competition.
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