Research On Customer Relationship Marketing Strategy Of ZH Futures Company's Agricultural Products Industry

The development of the domestic futures market has been nearly 30 years,more than a hundred years later than that of foreign countries.It has gone through the development process of disorder,rectification and standardization,innovation and development,and international integration.At present,the domestic futures market is at a critical point in innovation and international integration.It is also a difficult era of transformation after rapid development.During this period,the services of both the exchange market and the futures company are changing.The services are more strengthened,deepened,and specialized.The exchange has developed a multi-level layout in terms of products,tools,internationalization,and off-site markets.In recent years,with the diversification and differentiation of the futures marketing environment,market competition has become more and more fierce.A relatively single marketing model has been significantly challenged.Innovation and transformation of futures companies are imminent.Choosing the best marketing model will be an essential part of it.Guided by the theory of relationship marketing strategy,this paper comprehensively adopts the research methods of environmental analysis,summary induction,and the combination of theory and practice,taking the marketing model of agricultural products industry customers of ZH Futures Company,the leading enterprise of domestic futures companies as the research object.This paper thoroughly investigates and analyses the Business model,development direction,marketing management,and strategy of ZH Futures Company by the SWOT analysis method,applying the marketing management theory we have learned to analyze its problems in the process of market development and relationship maintenance of agricultural products industry customers and finding out the direction of futures companies' marketing efforts.By conducting in-depth research on the customer relationship marketing of agricultural products of futures companies,and by sorting out the relationship between the upper,middle and lower reaches in the relationship marketing,this paper puts forward the relationship marketing strategy of agricultural products industry customers of futures companies from the three dimensions of relationship establishment,maintenance,and strengthening to improve the relationship marketing effect of futures companies.We strive to promote futures companies to develop steadily in the future investment market and international investment environment and to remain invincible.This paper aims to provide some references and insights for domestic futures companies such as futures companies,risk management subsidiaries and other futures operators by studying the relationship marketing strategy of ZH Futures Company in the agricultural products industry to better develop and maintain the upstream and downstream customers of the agricultural products futures industry and to promote the good development of agricultural futures market.