Research On Marketing Strategy For Changchun Agency, China International Futures CO., LTD

With the continuous development of the domestic futures market, the futuresindustry of our country is facilitating the process of internationalization gradually.With the improvement of the level of the financial market as well as the sustaineddevelopment of the national economy, especially the appearance of the new productsin the past two years, the futures market is expanding rapidly. The activity of thefutures market is also increasing rapidly. The Chinese futures industry will usher ingreat chances of development. And definitely, futures companies will face greatmarketing opportunities. With the creating of new opportunities, challenges appearmeanwhile. The long-lasting, stable and healthy development of the futurescompanies, to certain extent, depends on the design and the execution of themarketing strategy. The futures industry belongs to the financial service industry. Theessence of the futures company marketing is a kind of service marketing, whichthinks futures as commodities, sets the market as the center, aims to meet the needs ofinvestors. The nature of Futures Company marketing is to apply the modernmarketing theory to the management of the futures company.This paper explored how the marketing strategy should be implementedscientifically, rationally and effectively in Changchun Agency CIFCO, in terms ofmarket development of futures companies, referring to the successful developmentalmodel of the futures companies aboard, combined with the theory of modernmarketing management. There are four parts in this paper. The first part is theintroduction section, in which mainly introduced the background, the significance ofthis topic, the research contents and methods. In the second part, the presentmarketing situation and problems in the current marketing process of ChangchunAgency CIFCO were discussed. The status quo of Changchun Agency CIFCO wasanalyzed by SWOT analysis method, through the research on the macro-and micro-environment of the futures market in the third part, in order to clear theopportunities and challenges of the current futures market, to acknowledge theadvantages and disadvantages of its own. In the core part of this paper, the fourth part,the futures markets were segmented and the target markets were repositioned. In viewof the financial services industry characteristics of the futures industry, with theguidance of the7P’s service marketing theory, the combination of7P’s (includingproduct, place, promotion, price, people, physical evidence and process) marketingstrategy was established. While a set of implement insurance was also raised,including perfecting regulations system, strengthening personnel management,improving technical support, strengthening risk control, and so on. In the last part, thebasic conclusions and the deficiencies of this study were described.In this paper, through the combination of theory and practice, by the use ofempirical research, comparative analysis, qualitative and quantitative analysis, SWOTanalysis and so on, professional marketing management theories and methods wereapplied in the designations of company marketing strategies. With the scientific andreasonable service marketing theory, the size of the market will be expandedeffectively, rapidly, and the market competitiveness must be improved. With the rapiddevelopment of the economy of our country, the enterprises are facing new andincreasingly fierce competition. The enterprises must take the customers’ demand asthe core, regarding the strengthening and innovation of the marketing management asthe effective way to enhance the competitiveness of enterprises in market. This paperwill hopefully perfect the organizational structure, explore distribution channels,promote the management level and improve the economic benefit of futurescompanies by the combination of marketing strategies which designed in this paper.