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论文编号：	7954
作者编号：	2120132704
上传时间：	2015/12/9 0:19:32
中文题目：	关系营销在G期货公司营销管理的应用研究
英文题目：	Study on the Application of Relationship Marketing to G Futures Company''s
指导老师：	刘建华
中文关键字：	关系营销；服务质量；期货；数据库；顾客满意
英文关键字：	Relationship Marketing；Service Quality；Futures；Database；Client Satisfaction
中文摘要：	“关系营销以客户利益为出发，以长远利益为目标，高度重视客户服务、客户承诺，强调的是客户的回头率、忠诚度以及满意度，并注重客户服务质量”，关系营销强调的，恰恰是期货行业乃至金融行业当前最应该重视的。关系营销角度看当前的期货经营机构的营销管理，能够务实的从实际出发解决当前期货经营机构中的营销管理问题，落实关系营销策略能够帮助期货经营机构在把握住现有核心客户基础上，进一步拓展新的市场。结合企业自身情况，将关系营销理念深入落实，能够帮助企业开创出一条独特的经营之路，一条可持续的良性的发展之路。 G期货公司是行业内数百家期货经营机构中的一员，作为券商系期货公司的一个典型代表，本文选取其作为一个分析标的，结合营销理论中环境分析理论、定位理论、数据库营销理论、顾客满意理论、服务质量理论等，与G期货公司经营现状进行比较分析，发现其虽然作为一个服务型机构，但是在进行核心客户识别、客户数据库的建立、服务质量管控等各环节均有不尽如人意之处。本研究以关系营销角度为切入点，应用相关理论，为G期货公司提出在当前阶段的具有实际可操作性的方案。本文第一章就研究意义、内容、方法进行了描述，在第二章回顾了本文应用的理论工具，在第三章将理论结合G期货公司现状进行了问题剖析，第四章从关系营销角度为G公司提出了改进策略与策略实施的评估方法，第五章对于策略实施的保障与完善进行了探讨，结论部分进行了观点陈述明确了：关系营销应用的意义以及针对于G期货公司的现状采取的一系列改进策略。本文的意义在于尝试以关系营销的角度，理论联系实际的方法，结合期货公司经营现状，明确关系营销于期货公司的意义，提炼出改进策略，并制定可行性方案，为G期货公司的长期可持续的发展起到积极的作用。
英文摘要：	"The relationship marketing is in the interest of clients, focuses on long term benefits, and attaches great importance to client services, commitment to clients, their head-turning ratio, loyalty, satisfaction, and the quality of services." The key points of relationship marketing cannot be stressed more in the futures industry or even in the entire financial industry. The futures industry, among other industries, has caused such a misunderstanding that it lacks services and ignores client maintenance, while caring about mere short-term revenue from commissions. By looking at the current futures company's marketing management from the perspective of relationship marketing, one can pragmatically solve the marketing management problems in the futures company; the use of relationship marketing may help the futures company to maintain its existing core clients while further expanding new markets. A combination of the company's situation and the concept of relationship marketing may assist the company in exploring a unique and sustainable way of operations. G Futures Company is among the hundreds of futures companies in the industry. In this paper the company was selected as a representative of futures companies belonging to brokerage firms. By applying the theories of environmental analysis, positioning, database marketing, client satisfaction, and service quality in the marketing framework, a comparable analysis was conducted in terms of G Futures Company's operating conditions. And it is revealed that the company as a service-oriented institution has many unsatisfactory aspects in core client identification, client database, service quality control, and so on. This study intends to start from relationship marketing, providing an improvement solution for the marketing management of G Futures Company. The first chapter describes the significance, the content, and the methodology of the study. The second chapter reviews the theoretical tools of the study. The third chapter applies the theory to G Futures Company to analyze existing problems. The fourth chapter provides an improvement strategy and evaluation of implementation for G Futures Company from the relationship marketing perspective. The fifth chapter discusses the safeguard and completion of such implementation. And the conclusion chapter clearly states the importance of applying relationship management as well as further improvement to be done, tailored to G Futures Company's current situation. This research adopted a relationship marketing perspective; it applied the theory to the practice according to the futures company's operating conditions, clarified the significance of relationship marketing towards the futures company, and proposed improvement strategy as well as implementation plans. The paper would make a positive contribution to the long-term sustainable development of G Futures Company.
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