A study of Decision-Making Evaluation Model of Selecting Main Products in Financial Marketing Department
The purpose of this study is to explore the important decision-making factors that financial industry planners considered when selecting major financial products. It is hope to select products that are suitable and in line with investment expectations to bring reasonable sales income for investors. After systematic discussion and analyzing, the decision-making model is proposed to help financial industry to formulate marketing promotion plans and product development strategies. Delphi method, and AHP analysis were used in the study. Twenty experts and twenty investors were selected for the survey assessment and analysis to explore the main considerations and weights of investors when purchasing commodities.
The results show that after the decision-making model was constructed by the Delphi method and AHP analysis, the two important ratios of financial industry and investor dimensions were known. The research results also reveal that the financial marketing planners still aim at the needs of financial consumers as the primary consideration when promoting products. The weights in the financial industry's dimensions are "growth potential", "issuing company's operational performance", and "sales income and feedback" in order. The weights in the investor dimension are "return rate" capital liquidity", and "professional degree of sales personnel" in order. When financial institutions promote main products, it is suggested to make strategic adjustments to the proportions of the two dimensions and to adopt the overall atmosphere of the investment market to meet the needs of investors. The significance of this study is to provide financial industry planners with systematic financial product evaluation and help to strengthen financial marketing decisions.
