促銷策略對財富管理影響之研究

Abstract

目前研究財富管理消費者行為中，絕大多數的研究未將促銷加以分類而與消費者特性作深入的探討，而僅止於以促銷一詞帶過，本研究將促銷策略要素細分為廣告、人員銷售、銷售促進、直接行銷、公共關係五個要素構面，以實例與問卷統計分析結果探討對消費者意願的影響。而實例與問卷統計兩者異同點之部分則以焦點訪談之方式進行更深入之探討。 本研究以目前最熱門之財富管理業務為例，實例方面以S金控全壘打專案為例子，從中做交叉分析以得出消費者屬性變數與各促銷策略要素之間的關係，並從中得出8個論點；問卷統計方面，有效樣本數為252份，進行交叉分析得出14個論點，並輔以焦點訪談探討實例與問卷調查的異同點。經過實例與問卷統計並加以焦點訪談後分析得到如下結論。 一、實例、問卷統計及焦點訪談皆認同「人員銷售」對消費者意願具顯著影響，尤其對年齡越大之客戶。此結果亦符合業界一般認知。 二、「人口統計變數」在各促銷策略要素上均具有差異化影響。可以作為財富管理業者鎖定目標市場方法之一。 三、「財富管理了解與接觸程度」以及「加入意願」對各促銷策略要素的確具有不同影響。 四、在產品無差異化下，「銷售促進」要素的確有助於客戶做決定，這也說明了為何理財業務人員總會以手續費折扣作為促進成交的方法。 最後並依據本研究所得之相關結果提出相關建議與後續研究方向，以期提供予財富管理業者更有效率之促銷策略。

In most of the current studies on the behaviors of wealth management consumers, there is no in-depth study based on further classification on the promotional elements to link promotion with consumers’ characteristics. All such promotional measures, actions or activities are termed as “promotion”. This study is to further categorize the elements of promotion into 5 aspects: “advertising”, “personal selling”, “sales promotion”, “direct marketing” and “public relations”; and applying actual cases and statistical analysis thru questionnaire to study the impact of these different elements to the purchase willingness of consumers. Then further study is conducted through focus groups for the common or different results from actual cases and statistical analysis from questionnaire. The study is focused on the most popular business nowadays in banking: wealth management. The actual case is based on the sample from S Bank’s “Home-Run” Project. Analysis is made from cross analysis to derive at the correlation between consumers’ variable characteristics and different promotional elements and to reach eight conclusive points. In terms of questionnaire statistics, fourteen conclusive points are developed from cross analysis on 252 valid samples. Focus groups are also conducted for the common or different results from actual cases and questionnaire analysis. The following conclusions are reached thru actual case study, analysis on the questionnaire statistics and focus groups: 1.In all methods including actual case, statistics from questionnaire and focus groups, “personal selling” has strong and significant impacts on the consumers’ willingness. This is particularly true for more senior and aged customers. This result is also identical to the common understanding by the industry. 2.“Population statistic variable” results in differentiated impacts on all promotional elements and can become one of the measures used to target for wealth management market. 3.There are different levels of impacts onto the promotional elements from the knowledge, contact and willingness to purchase for wealth management. 4.Where there is no differentiation among products, “sales promotion” does help customers make decision. This also explains why financial consultants would always use ‘commission discount’ to promote the deal closure. In order to help wealth management business players to come up with more effective promotion strategy, relevant suggestions and direction for future study are also raised based on the conclusions derived from the study.