Research On Marketing Strategy Of HL Futures Company

Stock Index Futures is a developed product of futures and tool of risks management in overseas markets.In Sep.2006, The China Securities Regulatory Commission (CSRC) approved the establishment of the China Financial Futures Exchange (CFFEX). In the past three years, CSRC, CFFEX, and many futures companies were working on the CSI 300 index futures contract design, making rules and all kinds of technical preparations as well as investor education. At this stage, all the preparations are accomplished. After the State Council approved, the the CSI 300 index futures will be listed a steady way. The trade of stock index futures can Increase the market capacity, and change the market competence in short time, and will be a new challenge for marketing of HL Futures Company, the subcompany of HL Scurities Company.The paper uses the modern marketing theory combined with the marketing work, researches the HL Futures Company marketing strategy. First, analyses the internal and external marketing Environment of HL Futures Company, points out three problems its marketing strategy about market positioning, price system, and marketing channel. Next, makes market segmenting, suggests HL Futures Company's target market is the individual clients, warrant traders and QFII, scurities companies, private equity with speculation and arbitrage purposes, and its marketing positon is "the financial expert of stock index futures."According to "4C" theory (Consumer, Cost, Convenience, Communication), makes the marketing strategy:assorts clients, sets up VIP club, supply differentiated service; charges differentiated commission; Consummates IB (Introducing Broker) process, bring the futures intermediate person into full play, makes HL Futures Company branches service IB and the intermediate person; communicates with, trains and teaches the clients face to face, on line, by professional media and direct sale.