【作者】 刘征宇；

【导师】 王理平；

【作者基本信息】 上海交通大学 ， 工商管理， 2008， 硕士

【摘要】 随着中国宏观经济持续向好及金融改革的不断深化,期货行业正进入蓬勃发展大好时期。新设立的DW期货公司,要抓住发展契机拓展市场,需要对营销战略和策略做出规划和安排。期货公司是投资人参与期货交易的投资媒介,期货公司的营销对象是投资人,营销的首要任务是努力满足投资者的需求,提供使其满意的服务。本文通过分析提出了DW期货公司的企业价值内涵——期货投资者的投资媒介、顾问和教练。长期以来,因为缺少有效的交易理论、交易工具、客户培训体系,加上专业人才缺乏,期货公司在满足客户需求方面存在较多不足,营销存在诸多瓶颈。本文通过深入讨论投资者行为和需求、期货交易赢利机制、成功投资的方法和准则、投资人的成长机制,提出了交易技术的研发和投资者教育是满足投资人获利需求的主要手段,提出将系统交易方法作为提高投资人交易素质和交易业绩的重要工具加以推广。通过对交易心理的深入探讨,提出投资者教育应在技能传授和心理建设两方面同时开展。本文通过对比股票投资人和期货投资人投资动机和方法的共性,对比股票投资市场和期货投资市场的共性和各自的优劣势,提出券商背景的DW期货公司应将有交易经验的投资人作为首要的目标客户群体。通过分析个人投资者的行为特征,提出了帮助投资人成为成功投资者的方法。本文通过研究分析,对DW期货的细分市场和目标客户群体选择、市场定位、差异化策略提出了设想,并对营销策略的实施提出了具体建议。本文对于期货公司研究期货投资人行为、公司营销战略和营销策略有较好的参考价值。更多还原

【Abstract】 With the better development of the economy and finance reformation in China, futures field is welcoming its wonderful times. The newly-founded DW Futures Company, in order to achieve a better development in the market, should make careful arrangements for its marketing strategy and tactics.Futures companies are intermediates for the investors who want to take part in the futures market and its target customer is the investors. The most important duty is to meet the needs of the investors and provide them good services. The connotations of the company value of the DW Futures Company, which are the investment media, the consultants and the coaches, are mentioned in this essay.In the past, futures companies are lacking in abilities to meet the needs of the investors and improve sales because of the shortage of the effective trading theory, the trading tools, the training system and the professionals. In this essay, we thoroughly discuss the investors’behavior and needs, futures trading profit mechanism, successful investment methods and rules and the investors shaping strategy. We suggest that developing the trading skills and training the investors should be the main instrument to meet the profit requirements. We should extend the program trading methods which can be used to improve the investors’abilities and trading results. We propose that the investors should be trained both in skill and in psychology.We compare the commonness of the motivation and methods of the stocks investors and the futures investors, including the advantage and disadvantage of the stock market and futures market. We think DW Futures Company should focus at experienced investors. We found out the methods to help the investors achieve success by analyzing the investors’behaviors. By researching, we suggest the choice of the fractionized market and the target investors for DW Futures Company, the market orientation, the diversity strategy and the actualizing of the marketing strategy.This essay is a good reference for futures companies to research the investor’s behavior, the company’s marketing strategy and tactics.更多还原