Research On Marketing Strategy Of Securities Holding Futures Company

With the continuous development of market economy,futures market plays an important role and greatly promotes the diversified development of the financial field.Futures companies are the necessary conditions for the rapid development of the futures market.The rapid expansion of the futures industry has given the futures companies unprecedented opportunities and also faced enormous challenges.With the continuous development of the futures industry,especially after the listing of stock index futures on April 16,2010,securities and futures companies have begun to play an increasingly important role in the futures industry,and have a momentum of coming behind in terms of profitability,innovation and other aspects.At present,the competition in the market is increasingly fierce.It is very important for futures companies to stand firm in the market and show strong competitiveness.The improvement of competitiveness is directly related to the overall business development of futures companies,and is helpful to the vigorous development of the futures market.If securities companies can make good use of the network system and huge customer resources of these securities companies,they will have a strong impetus to the overall development of futures companies.Therefore,the formulation and implementation of effective,healthy and sustainable marketing strategy has a far-reaching impact on the development of the company.This paper takes strategic management theory and marketing strategy theory as guidance,uses case analysis,theory and practice to combine the research methods,and studies the marketing strategy of the HT futures company controlled by the brokerage as the object.Through PEST analysis and Porter’s five-force model,we analyze the macro environment and industry environment faced by the company,and then explore the current situation and problems of the marketing strategy of HT futures companies controlled by brokerage companies.Through SWOT analysis and combined with the company’s overall strategic goals,Determine the company’s marketing strategy choice.Finally,the author puts forward the safeguard measures from five aspects of organization leadership,talent training,marketing information system,satisfaction evaluation and customer relationship management to ensure the implementation of marketing strategy.This paper studies the marketing strategy of HT Futures Company,a securities futures company,from internal and external environment analysis,SWOT analysis to market segmentation,selection,positioning,and finally the marketing strategy is based on the actual situation of the case company.In the design of marketing strategy,4P marketing strategy is adopted,which combines theory with practice.With the development of economy and the maturity of financial market,with the introduction of futures varieties,the road of futures market serving the real economy is wider and wider.Futures companies will make due contributions to the sustainable development of national economy.The marketing strategy research carried out in this paper aims to improve the marketing management level of HT futures company controlled by securities companies,enhance the business development ability of the company,and enhance its market competitiveness and industry influence.It can be used as a reference for the marketing research and practice of other similar securities and futures companies.