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论文编号：	1288
作者编号：	2120062332
上传时间：	2009/6/15 14:11:16
中文题目：	FPP公司纸浆大宗商品电子交易市
英文题目：	E-bussiness modelling and mark
指导老师：	白长虹
中文关键字：	大宗商品电子交易 纸浆 贸易 营<
英文关键字：	Bulk commodities exchange Pul
中文摘要：	在FPP公司首次将大宗商品电子交易模式，引入纸浆贸易的过程中，需要要针对电子交易和纸浆贸易的各自特点，设计纸浆交易的模式；分析顾客需求，制定完备的营销战略，以便推介的交易服务，能够得到市场的认可，达到公司的经营战略目标。 大宗商品电子交易模式下，交易商获得了进行中远期现货交易的机会，这能使交易商规避现货贸易中的行情波动风险，并且能够获得更多的收益。电子交易中的现货交易功能也远比普通的现货贸易方式更能节省加以费用，更快的寻找到交易机会。 纸浆贸易受益于蓬勃发展的中国造纸产业，每年以百万吨的增量扩大着进口贸易额。鉴于我国森林资源匮乏，不足以依靠自身力量解决造纸纤维原料的需求缺口，纸浆贸易就成了除林纸一体化之外，唯一的直接保证造纸产业原料安全的途径。然而，纸浆的价格波动频繁，尤其受国际市场价格影响非常严重，我国在纸浆贸易中定价权还远远不够，纸浆贸易的参与企业缺乏规避价格风险的有效途径。 可以说，大宗商品电子交易模式与纸浆贸易有着很好的契合度，但纸浆大宗商品电子交易市场的模式如何创建，创建之后如何将自己的纸浆电子交易服务推介给参与贸易的各个企业，实现顾客认可的服务产品价值，这还需要进一步研究。本文将以FPP公司为例，研究纸浆大宗商品电子交易市场模式，并且围绕顾客需求，借助市场营销理论和工具，研究营销策略的制定与实施，最终达到FPP公司的战略目标。 在确定市场定位的选择，得出市场开发的进度表之后，针对开发初期的特点，得出了实施信息战略的重点是，首先帮助客户了解电子交易市场，学习交易基础知识和交易技巧；其次，为客户创造网络在线交流的信息平台，使客户相互感染，培养对电子交易的兴趣，最后，为客户创造一个了解纸浆贸易市场行情的信息平台，首先帮助客户改善贸易的信息环境。 在广告策略方面，研究认为首先要树立正确的广告目标。在公司发展的初期，应当树立以建立知名度为主的广告目标，传播纸浆电子交易知识，树立“专业、安全、可信任”的公司形象。在媒体选择方面，要尊重纸浆贸易从业者的选择习惯，符合产品的特点和发布的广告信息的特点。 参照其他大宗商品电子交易市场的发展经验：从盈利能力来看，在市场创建的初期，交易商少，年度服务费和交易手续费也就少了，而这两个收费项目是一般大宗商品电子交易市场的主要盈利点；从运营开支来看，在市场创建的初期，用于市场营销、投放广告、招聘人员、软件开发等等费用水平高，费用支出时间集中。可以说，创建市场之后，是一个较长的市场开发期，收入少花费多，交易市场必须做好两手准备：其一，充足的资金和再融资能力，保证自己能够支持到打开市场局面的那一天；其二，周全的市场营销策略，随机应变的市场适应能力，一个强力的营销团队。 市场开发初期的营销工作，重点之一在于寻找对风险与收益的不同偏好不同客户，总结客户对中期市场行情的不同判断，促成具备对称交易条件的客户以电子交易中心为媒介订立交易合同。总之要以线下工作促成线上交易，帮助客户配对交易。 FPP公司向客户提供的交易服务，能够为客户打来巨大价值，因此在市场营销工作中，首先，要以充实提高客户所得到的价值为目标，让客户认识参与电子交易所能带来的企业效益，以价值替代价格。 对交易商客户要加强场内服务，为客户提供高效、便捷、安全的交易服务，包括帮助客户办理提取交易保证金、实现货物准确交收等业务。对于潜在的客户要提供场外服务 ，主动传递纸浆贸易的行情信息，现货市场动态，根据客户的经营特点围绕客户经营活动提出参与电子交易的方式方法。在市场导入期的场外服务是吸引客户的重要途径。 在营销渠道方面，FPP公司通过网络和人员营销的双通道将交易服务介绍给客户，通过对客户的培训，引导客户参与电子交易。但是，面对着整个行业的客户，要靠ＦＰＰ自己的力量来完成市场的开拓，势必要花费大量的人力、物力和相当长的开拓周期。因此，FPP将部分重点区域市场由自己的营销队伍负责营销工作，同时引入合作伙伴同步开发其它区域市场。 在促销策略方面，促销的目的在于刺激顾客的需求，是营销策略中最多变的一环。目前，FPP可以通过整合外部资源，向客户提供更多服务；同时，结合交易平台的运用和中远期交易的模式，为客户提供个性化服务。比如，为客户设计参与中远期交易的整体解决方案，从人员、培训、资金安排、操作思路与传统贸易的关系等多方面，为客户建言献策，摸索出纸浆贸易中各类企业参与中远期交易的模式，建立一批积极交易的核心客户群体。 在营销团队建设方面，要注意在招聘新员工时，应当充分考虑从业背景，对于有过行业内营销工作的应聘者要优先考虑，不仅可以带来比较深入、真实的行业信息，也能够使员工的职业生涯在原有的基础上继续发展，更上层楼。 当前，经济危机对纸浆大宗商品电子交易市场也产生了一些消极影响，公司应当适当收缩开发市场的范围，提高工作效率，降低运营成本，通过多种信息服务加强现有客户关系，帮助交易商把握交易品种的市场行情，共同度过经济危机。
英文摘要：	FPP, is the first bulk commodities exchange company doing business in Forest & Paper. Aim at E-exchange and pulp trade have their own characteristics to design the model of pulp trade, to analyze customer need and develop a comprehensive marketing strategy to promote exchange service and authorized by the market and achieved its strategic objectives as well. Under the model of bulk commodities exchange, the dealer gained the opportunity of doing business in long-term & medium contract, which will elude price fluctuations risk in the spot market and be able to get more revenue. Whereas, the function of E-exchange in spot trade is well above that ordinary spot trade, it has more efficient to find trading opportunities and cost saving. With the booming development of China’s papermaking industry, pulp trade has benefited by its import volume expansion year-to-year. In view of China is shortage of forest resources, which may not totally rely on their own strength to address the demand of fiber material, besides forest-pulp-paper integration, pulp trade (including international and domestic) is the only way to ensure the safety of raw material in papermaking industry. However, China’s trade in pulp pricing power is still far from enough with the price of pulp fluctuated frequently, which is subjected to the impact of international market price seriously. It can be said that bulk commodities exchange model could be fairly connect with pulp trade, but how to create the model of pulp bulk commodities exchange, and how to promote its pulp e-exchange to the participation of all trade enterprises, along with to achieve customer recognition for its service product value, it requires further study. This article is take FPP company as example, to study the model of pulp bulk commodities exchange, and also mainly focus on customers’ demand and using marketing theories and tools to fulfill FPP’s goal finally. In determining the choice of market position, after come to the market development of schedule, in view of the characteristics of the early development resulted in the implementation of information strategy will focus, first of all to help customers understand the electronic trading market, to learn basic knowledge of transactions and transaction skills; Secondly, create a network for customers to exchange online information platform, allows customers to each other infection, to foster interest in electronic transactions, and finally, in order to create an understanding of customer market pulp trade information platform, first of all to help customers improve the trade information environment. Advertising strategies, the study indicated that we should first establish the correct target ads. The early stage of development in the company should be set to establish a well-known goal-oriented advertising, dissemination of knowledge in electronic transactions pulp and establish "professional, safe, trusted," the company's image. Choice in the media, to respect the trade paper the choice of practitioners habits, in line with the features of the product and release information on the characteristics of the ad. Other bulk commodities market, the development of electronic trading experience: from the profitability point of view, the early stages of creating in the market, dealers less the annual service charges and transaction fees will be less, and these two items are generally bulk commodities market electronic trading profit point; from the operating expenses of view, early in the market created for marketing, advertising, recruitment, software development costs and so a high level of expenditure of time to concentrate. It can be said that the creation of the market after a longer period of market development, with less income, traders must prepare for the market: first, adequate funding and re-financing capacity, to ensure their own to open up the market to support a situation that day; Second, the comprehensive marketing strategy, market adaptability and resourcefulness, a strong marketing team. Early stage of market development of the marketing work, one of the key lies in the identification of risks and benefits of the different preferences of different customers, summed up the mid-market customers for the different judgments symmetric trading conditions have led to customers in electronic trading center for the media to make the transaction contract. All in all line of work to facilitate online transactions, to help customers match the transaction. FPP companies to provide customers with transaction services, to call great value for customers, so marketing efforts, first of all, to be enriched to increase the value of customers as the goal, so that customers participating in electronic exchanges can bring business benefits to the value of alternative prices. Dealer customers on site to enhance services, provide customers with efficient, convenient, secure transaction services, including help customers extract for margin trading, to achieve accurate delivery of goods services. For potential customers to provide over-the-counter service, take the initiative to transfer the pulp trade market information, stock market, according to the characteristics of customer's business activities focus on business customers to participate in ways and means of electronic transactions. Period in the market into over-the-counter service is an important way to attract customers. In marketing channels, FPP and personnel through the network of dual-channel marketing will be introduced trading services to customers, through customer training, and guide clients to take part in electronic transactions. However, the customer facing the industry as a whole depends on the strength of FPP to complete their own markets, it is bound to have to spend a lot of human, material, and a fairly long development cycle. Therefore, FPP will be part of the focus of the regional market by the marketing team responsible for their own marketing efforts, at the same time introduce other partners to develop regional markets simultaneously. In the promotion strategy, the promotion is aimed at stimulating the demand of customers, marketing strategy is one of the most variable. At present, FPP through the integration of external resources, provide more services to customers; At the same time, combined with the use of trading platform and in the mode of forward transactions to provide clients with personalized service. For example, the design for clients involved in transactions in the overall long-term solutions, from the staff, training, funding arrangements, operational thinking and the traditional relationship between trade and so on, offering advice and suggestions for customers, and explore the various types of pulp trade enterprises to participate in long-term deal model, the establishment of a core group of active trading customer base. Building in marketing team, we should pay attention in the recruitment of new staff should be fully considered background for the marketing industry have been the work of candidates, we should consider not only bringing more in-depth and factual information on all trades, but also enable staff career in the original basis of the continued development of our living. At present, the economic crisis on commodity pulp market, electronic trading has also had some negative impact, the company should be contracted to develop the appropriate scope of the market, improve efficiency, reduce operating costs, through a variety of information services to strengthen existing customer relationships, to help traders master the transaction market varieties, common through the economic crisis.
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