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论文编号：	6444
作者编号：	2120126035
上传时间：	2014/6/10 17:52:46
中文题目：	渤海商品交易所营销组合策略研究
英文题目：	The Research of Bohai Commodity Exchange’s Marketing Mix Tactics
指导老师：	刘建华
中文关键字：	渤海商品交易所，大宗商品交易，现货，电子商务，营销策略
英文关键字：	Bohai Commodity Exchange, Commodity Trading, Spot Commodity, E-Commerce, Marketing Mix Tactics
中文摘要：	随着互联网时代的到来以及科技的进步，传统的大宗商品交易市场逐渐被电子交易市场取代，基于电子交易模式的交易成本低、效率高、上市品种覆盖广泛、交收便捷和交易时间灵活等。渤海商品交易所提供的电子交易模式打破了传统现货贸易的地域限制，使现货生产者、经营者、消费者和投资者在渤商所现货交易（BEST交易）平台直接对接，减少了传统现货贸易的中间环节，是对传统现货贸易革命性的突破。作为全球最大的大宗商品消费和生产国之一，中国开展现货电子交易的发展十分迅速，并随着国际化和全球化进程的加快，中国因素对世界经济的影响日益凸现，与国际市场逐渐接轨。国际市场影响我国的同时，我国政策、供求的变动也影响着国际市场，国际和国内两个市场明显互动。对于新兴市场的交易所来说，整合金融衍生品市场和其标的资产市场是未来的发展趋势。中国的现货电子交易发展刚起步，渤商所如何选择、实施和保障适合的营销策略，需要进行深入的分析。 本文共分六个章节。第一章介绍了论文选题的背景和意义、研究内容和方法以及论文的结构。第二章的相关理论回顾对论文写作过程中所用到的环境分析方法，分别为PEST分析法、波特五力模型分析方法和SWOT分析法、STP营销理论；目标市场营销理论，分别为市场细分、目标市场选择、市场定位；营销组合策略理论，分别为4Ps组合策略和7Ps组合策略进行了回顾。第三章介绍渤海商品交易所的背景、规模、组织结构和业务，以及运用PEST分析法分析渤商所的宏观环境、波特五力模型分析法分析渤商所的竞争环境和SWOT法分析渤商所的优劣势。第四章分析了渤商所的市场定位、营销组合和服务营销组合的策略选择与实施。第五章分析了渤商所如何实施和保障营销，分别为组织保障、人员保障和信息保障。第六章是结论与展望，对全文分析的渤商所营销策略进行了总结，并对其在国内现货交易所的应用前景进行了展望。
英文摘要：	The invention of Internet and technology improvements have been progressively replacing traditional commodity trading methods with electronic trading methods due to lower trading cost, higher efficiency, wider range of products, easier delivery and flexible trading time. Bohai Commodity Exchange’s electronic trading platform (B.E.S.T) effectively allows spot commodity producers, operators, consumers and investors to trade directly with each other without geographical constraints and eliminates the need for intermediaries. It is a revolutionary breakthrough for traditional commodity trading. As one of the largest consumers and producers of commodities in the world, China has been developing and promoting electronic trading markets. While the global markets have profound impact on China, “China factor” also has immense influence over the global markets; the integration of the markets between China and the rest of the world has becoming more apparent. The current development of China’s spot commodity electronic trading is still at initial stage. For commodity exchanges in emerging markets, the integration of derivatives and the underlying asset markets is the future trend for development. The purpose of this research is to analyze appropriate selection and implementation of marketing tactics for Bohai Commodity Exchange to utilize. This thesis is dived into six chapters. Chapter one introduces the background, significances, methods and structure of this research. Chapter two reviews the marketing theories consist of environmental analysis methods (PEST, Porter’s Five Forces Model, SWOT), target marketing theory (Marketing Segmentation, Target marketing, Positioning) and marketing mix theory (Product, Price, Place, Promotion, People, Process, Physical Evidence). Chapter three introduces Bohai Commodity Exchange’s (BOCE) background, scope of business, organization structure and businesses; applies PEST analysis, Porter’s Five Forces Model and SWOT analysis to analyze BOCE’s macro environment, competition environment, advantages and disadvantages. Chapter four analyzes BOCE’s marketing position as well as the selection and implementation of marketing mix. Chapter five analyzes how BOCE implements and secures its marketing position and marketing mix. Chapter six is the conclusion and outlook; it summarizes the analysis of BOCE’s marketing tactics throughout this thesis and the outlook for domestic commodity exchanges applying marketing tactics.
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