Research On Marketing Strategy Of GF Futures Company

With the constant improvement of the futures markets at home and abroad,raising the level of the financial sector market as well as the continued developmentof the national economy, especially the introduction of stock index futures in2010,the rapid expansion of the capacity of the futures market, reshaping the competitivelandscape of the futures market environment, but also to create better conditions forthe development of financial futures. GF Futures Co., Ltd. was established earliertime, but due to the weak awareness of the futures markets, marketing, marketingchannels and product service design is inadequate, and did not establish the integrityof the scientific system of marketing strategy, resulting in the development of thecompany’s severely hampered.This paper draw on the successful business model of the futures markets at homeand abroad, standing on the point of view of the market development of the futuresbrokerage firm, and combined with modern marketing theory to explore the GFFutures Company how scientific, effective use of marketing strategy. First introducedan overview of the basic theory, such as the4P marketing theory, the theory ofcross-selling, and the theory of strategic alliances, and elaborated the correspondingtheory in practical applications that need to be addressed and thinking; followed bythe development of the domestic and international futures brokerage firm for itssuccessful experience with the business model, and learn from, Looking forward tothe development trend of China’s futures market; then using SWOT analysis method,GF Futures Company’s business situation and existing problems; Finally, the core partof the thesis, the4P marketing theory guidance,4P strategy, customer strategy andbrand strategy, and establish a marketing concept, the establishment of a marketingorganization, design a set of service processes, while a set of safeguard measuresproposed for of GF Futures characteristics as well as marketing strategy: strongregulations system, strengthen personnel management and technical support, andstrengthen risk control.The article uses the theory and practice of combining, through data analysis, thesuccess of marketing theory and management models applied to the company’smarketing strategy of GF Futures study. Hope to provide some ideas and material forthe the futures company marketing strategy as well as a wealth of marketingknowledge systems.