关于鸿鑫世华投资公司营销现状、问题与对策分析【定稿】.doc

关于鸿鑫世华投资公司营销现状、问题与对策分析 摘 要 进入80年代中后期以来，随着金融市场全球化、全球资本一体化、通讯技术现代化的发展，一方面丰富了金融活动的内容，另一方面金融行业主体间的竞争也日益激烈。但是，目前国内一些中小企业由于观念陈旧、实力有限、人力资源跟不上及管理不善或者管理水平不高、企业融资不畅等导致企业营销不理想。转变旧的营销观念和改变旧的发展模式，树立科学的现代营销观念，建立符合实际的新营销模式是中小企业的当务之急。 本文主要研究河南鸿鑫世华投资咨询公司（以下简称H投资公司）黄金现货的营销策略，是对刚刚开放几年的中国黄金市场经纪公司的探索，该类企业急于获得实践性策略。通过对H投资公司的营销现状进行分析，认识市场机会和公司优势，借此找准H投资公司的市场定位，针对目标市场制定系统的营销策略来提高企业的市场竞争力。 关键词：H投资公司,黄金现货,营销策略 Marketing on the HongXinShiHua Investment Company Status, Problems and Countermeasures ABSTRACT From the late 80s, along with the globalization of financial markets, integration of global capital, the development of modern communication technology, on the one hand the content of financial activities is enriched, on the other hand the competition between the main financial sector is also fierce increasingly. However, The marketing strategy of some domestic SMEs is not ideal because of the old concept, limited ability, poor management of human resources and the low level management .It is a urgency that change the old marketing concept , change the old model of development, believe a scientific concept of modern marketing and establish a new marketing model for SMES. The paper mainly studies the marketing strategy of gold spot in Henan Hongxin Shihua ( referred as H Investment Company),This is to explore chinas gold market that just opened up a few years ago ,this enterprises is eager to aquire practical strategies. Through the analysis of the marketing status of H Investment Company, We can understand market opportunities and company strengths to identify the H Investment Companys market positioning, then we can enforce enterprises competition ability by making system marketing strategy concerning the target market. KEY WORDS: H Investment Company，Gold spot，Marketing Strategy目　录 第1章 绪论 1 1.1 研究背景 1 1.2 研究目的和意义 2 第2章 H投资公司的基本情况 3 2.1 H投资公司的发展历史 3 2.2 H投资公司的企业文化 3 2.2.1企业文化的定义 3 2.2.2 H投资公司的企业文化 3 2.3 H投资公司的业务结构 5 2.4 H投资公司的营销环境分析 7 2.4.1国际黄金市场概况 7 2.4.2国内黄金经纪公司的现状及最新发展 9 2