Research On The Marketing Strategy Of "Insurance + Futures" Business Of Z Futures Company

Along with the complex and changeable international situation,the domestic commodity price volatility is increasingly acute,exacerbated the management risk of the enterprise,and the national minimum protective price gradually withdraw from acquisition policy in agricultural production,the fall in agricultural price caused a serious decline in farmers income,and commodities related industry chain has a strong price risk management requirements,the launch of the "insurance + futures" model,not only received the strong support of national policy,but also provide a new price risk management tool for the enterprise.Today with the development of China’s futures industry,the decline of traditional brokerage business income has brought huge operating pressure to futures companies.Profit maximization has become the goal pursued by various futures companies,and "insurance + futures" business marketing has become one of the key tasks of futures companies in the next stage.Z futures company has started the research of "insurance + futures" mode in 2014,and carried out several pilot projects of "insurance + futures" service for agriculture,rural areas and farmers in recent years.However,in the context of the gradual commercialization of "insurance + futures" project,Z futures company’s marketing of "insurance + futures" business appears to be somewhat unprepared,with a series of problems such as unclear target market positioning,homogenization of business model,single marketing channel and imperfect marketing system.In order to solve these problems,optimize the futures company Z "insurance + futures" business marketing strategy,this article adopts literature research,inductive analysis,research interview method,using the STP theory,the 4 p theory combined with the marketing current situation of "insurance + futures" business,making marketing strategy for the optimization design.Enriching the business model of "insurance + futures" on the basis of clear target market positioning;Adopting flexible and reasonable pricing strategy;Actively expanding network marketing and insurance companies,government platforms and other marketing channels;Adopting diversified promotion strategies such as personnel promotion,advertising promotion and conference marketing to enhance the market’s brand recognition of Z futures company.In addition,a series of guarantee measures,such as enhancing the company’s emphasis on "insurance + futures" business,strengthening talent training,establishing assessment and incentive mechanism,and strengthening risk management awareness,should be adopted to realize the implementation of the marketing strategy of "insurance + futures" business of Z futures company.