Research On The Marketing Strategy Of GF Futures Asset Management Business

After the deregulation in 2012,China’s futures asset management business developed rapidly but comparing with other financial institutions,the assets under management in futures industry are still small.And the products are less attractive to investors due to lack of innovation.In the past,China’s futures asset management business was mainly used as a channel for securities and funds.In 2018,the channel business was blocked by the new asset management regulations,which brought huge impact to the futures asset management and therefore,the futures asset management business was forced to focus on "active management".In the context of the integration of large asset management,the industry still has huge potential in the future.Therefore,for futures companies,attaching great importance to the development of asset management business can catch up the trend and enrich the source of profits.Taking GF futures asset management business as an example,this paper analyzed its macro environment,industry environment,market environment and internal environment with the help of PEST model,Porter’s five forces model and STP theory.Then,through the external factor evaluation matrix,internal factor evaluation matrix,SWOT matrix and QSPM matrix,the marketing strategic direction of GF futures asset management business are specified.Finally,according to the results above,the combination of marketing strategies are constructed under the marketing strategic direction of GF futures asset management business.This paper contains six chapters.The first chapter is the introduction,which introduced the research background,research significance,research object,research content,research ideas,research methods and research tools.The second chapter is a review of related theories which firstly,described the concept and characteristics of asset management business,and then introduced STP theory,4P theory and marketing relationship theory to provide theoretical support for this paper.The third chapter is the marketing environment analysis of GF futures asset management business.Which analyzed the macro environment,industry environment,market environment and internal environment of GF futures asset management business.The fourth chapter is the decision-making of GF futures asset management business marketing strategy which introduced the external factor evaluation matrix,internal factor evaluation matrix,SWOT matrix,QSPM matrix and other tools to determine the strategic direction of GF futures asset management business marketing based on the conclusion of the third chapter.The fifth chapter is the implementation and guarantee of GF futures asset management business marketing strategy,which discussed the implementation of the marketing strategy of GF futures asset management business from four dimensions of product,price,channel,promotion and relationship after specifying the strategic direction of marketing,and finally the safeguard measures of the strategy from the perspectives of system,technology and risk control.The sixth chapter is the conclusion and prospect which refined the main research conclusions,formed a systematic point of view and also expounded the shortcomings of the research,and the feasible direction of future research in related fields.At present based on lack of research literature in the futures asset management business,this paper can enrich the research results in related fields,and provide specific ideas and programs for GF futures asset management business to overcome the marketing dilemma.However,due to the limitation of data and time,there are still some deficiencies in the long-term application of the research in the customer demand survey.More scholars are expected to enrich the research on the marketing strategy of futures asset management business from the perspective of customer demand,customer satisfaction and market change.