The Market Segmentation Strategies Under the Mode of CRM─Take Wealth Management as an Example

• Main Authors: Lin, Yuan-Pei, 林元培
• Other Authors: Chen, T.Y.
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/59387076947315256823

碩士 === 長庚大學 === 企業管理研究所 === 92 === After Taiwan officially becomes a WTO (World Trade Organization) member, the financial industry is so actively to tone up their competitiveness and profit for survival in this competitive marketplace. Afterward the financial holding law of Taiwan was released, the individual financial company could be merged under one financial holding company by the law. Thus improving the company’s efficiency, expanding economical-scale and providing consumers with one-stop shopping in the wealth management service is the ultimate goal. This thesis investigates the consumers’ habits of financial products for those who live in northern Taiwan. For the purpose of studying the factors which influence consumers to use “Wealth Management Business”, and for the purpose of helping the bank to establish different marketing strategies. And accordingly, by way of CRM analysis segments the different customers. By following the related literatures, this study took three weeks to do the questionnaire survey. By mailing 400 copies of the questionnaire to the investigation target customers in the first stage, and then sent them reminders to collect the data in the last week. Statistically, there are 132 responses for the questionnaire, 19 of them are invalid and with total 113 valid ones. So the valid response rate is 28.25%. By analyzing the survey data with Statistics method, the consumers attach importance to the benefit factors of applying for “Wealth Management Business” can be divided into four main reasons: 「Qualities of Product」, 「Economic Benefits」, 「Enterprise Image and Convenient Services」. By clustering these four factors, then they can be divided into three groups:「Take account of Qualities and Services Group」, 「Economic Benefits Group」 and「Resort to Sell & Image Group」. Most of consumers'' motives are 「dividends upon investments」and 「to preserve the value of wealth」；and they mainly get the information from「experiences of dealing with bank」,「a news report from professional magazines」,「a courtesy call from bank clerk or account officer」,and「act on friend''s recommendation」. This research suggests that domestic banking should tone up the fields of transaction safety, personal information security, and multi-skill training for bank clerks or account officer to strengthen on complete set of financial analysis/planning. On marketing strategy, which takes advantage of the cross selling or strategic alliance to provide unique service products, and to price the products at competitor''s price. In addition, the domestic banking should make good use their personal selling, mass selling and publicity to establish perfect image in financial industry.