金融業行銷部門評估主推商品之決策評估模型

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/51620

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51620

Title:	金融業行銷部門評估主推商品之決策評估模型 The Decision evaluation Model for the Marketing Department of the Financial Industry to Assess its Main Products
Authors:	曲博麟
Contributors:	國際企業管理學系碩士在職專班
Keywords:	財富管理層級分析法德菲法 wealth management anaiytical hierarchy process delphi method
Date:	2022
Issue Date:	2023-03-16 09:10:31 (UTC+8)
Abstract:	本研究探討金融業者在選定主推金融商品時考量哪些重要的決策因素。面對投資人如何給予符合投資預期的產品，並對金融業者帶來合理銷售收益。經過系統性探討，利於金融業者擬定產品發展策略。研究中運用德菲法、AHP以及20位專家及20位個案金融機構目標投資人問卷評估分析，探討投資人在選購商品時的考量因素。經德菲法建構決策模型後，再經由AHP分析可得知兩大構面，金融業者構面與投資人構面所佔比重。由研究結果判斷金融業者在主推商品時仍以金融投資者的需求為首要考量。金融業者構面中權重依序為「商品成長性」、「發行公司操作績效」、「銷售收益與回饋」。投資人構面中權重依序為「報酬率」、「資金變現性」、「銷售人員專業度」。在主推商品時，可做策略性調整兩大構面之佔比，可隨投資市場整體氛圍，推出適性商品以符合投資人之需求。本研究協助金融業者提供系統性的金融商品評估，協助強化金融行銷決策。 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.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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