Using ZMET to Explore Mental Model of Parents Buy Children Finance-management Product and Marketing Strategy

• Main Authors: Hui-ping Hsu, 徐慧萍
• Other Authors: Ren-Jye Sheu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/36966996609056526781

碩士 === 世新大學 === 財務金融學研究所(含碩專班) === 95 === The basic members of a family are parents and children, Parents wishes to provide the best resources for their children. However, the best resource is not only to satisfied children’s needs; but also offer a better investments plans, Let children have financial monetary aid and competition ability when facing a social competition in the future life , their children will be competent to face environmental challenge caused by impact of Trend of Fewer Children’s. Taiwan’s birthrate is the second from the last in the world until 2005 according to the report of Organization for Economic Cooperation and Development (OECD). The Trend of Fewer Children will bring quit level of impact about country’s manpower structure, population predisposition, finance, economic, and education. Developed countries like Japan, European Union (EU) have done lots of analyses of this issue; consequently, the other countries can act in response of Trend of Fewer Children based on Japan and EU’s research. “Children Finance-management Product” which Financial Institutes value has become a financial commodity which has huge business opportunities in recent years; because of above reason, they starts to value the market of Children Finance-management. Thus, it’s not only the task for Financial Institutes, but also a key of keeping activities and expending of financial market that trying to understand how parents think and feel. Over 80% mankind is not only communicating by written and language, but also using graphic style to appear in people’s mind. Zaltman Metaphor Elicitation Technique (ZMET) is a new method which combines multiple techniques like treating pictures as metaphor, carrying on a deeply interview, Kelly Repertory Grid Technique and Laddering Technique to abstract hidden deep cognition of mankind. This method can illustrate the Mental Model of specific topic by understanding the relationship between the mankind’s thoughts. The purpose of this research is to use by Zaltman Metaphor Elicitation Technique (ZMET) make Finance Institutes to set up an efficient Marketing Strategy by establishing the relation structure of mental mode of customers’ (Parents) buy Children Finance-management Products.