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自2001年以来,我国期货市场迎来了发展的春天,期货市场的广度和深度不断发展,具体表现在市场交易品种的增多和交易规模的扩大。金融交易所已获国家批准,进入筹建阶段,这意味着金融期货上市的步伐也越来越近。面对国内期货市场的快速发展,期货经纪公司之间的竞争也日趋激烈,这在客观上要求期货经纪公司实施差异化营销策略。因此,对期货投资者行为的研究就显得很有必要,只有充分了解了自己的顾客特征,期货经纪公司才能以此制定出有效的营销策略,进而实现公司的扩张。本文对期货投资者的行为进行了初步探索,并提出了一些相应的营销策略。
Since 2001, the futures market in our country has ushered in the spring of development. The breadth and depth of the futures market have been constantly evolving. This is reflected in the increase in the number of market transactions and the expansion of the transaction scale. Financial exchanges have been approved by the state, entered the preparatory phase, which means that the pace of the financial futures market is getting closer. Faced with the rapid development of the domestic futures market, the competition among futures brokerage firms is also becoming increasingly fierce. This objectively requires futures brokerage firms to implement differentiated marketing strategies. Therefore, it is necessary to study the behavior of futures investors. Only by fully understanding the characteristics of their own customers, the futures brokerage company can formulate an effective marketing strategy to achieve the company’s expansion. This article has carried on the tentative exploration to the futures investor’s behavior, and has put forward some corresponding marketing tactics.