Research On Marketing Strategy Optimization Of MG Futures Company

With the continuous reform and opening of China's capital market,the futures industry rapidly developed,making great progress and results in aspects of market size,product innovation,technical level,basic system construction and internationalization.China's futures market is just about to enter the period of gold development,ushering in a completely new opportunity.Meanwhile,huge market opportunities and challenges would be laid down before futures companies.MG Futures Company took once leadership position in the very beginning,however,its business had been gradually shrinking,in recent years,with performance significantly declined.Hence,the original marketing strategy was urgently demanded for adjustment and optimization,so as to improve the comprehensive competitiveness,grasp the opportunities of the times,and also seek better development.This paper,based on 7P theory and STP theory,takes MG Futures company as the research object,uses pest model to carry on the macroscopic environment analysis and the Porter's Five force model to carry on the industry environment and the competitor's analysis,then,puts forward an optimized marketing strategy from perspectives of targeting,product,marketing channel and customer relationship management,according to the current situation of the company's operation and the problems existing within marketing.