Assessment of the Effects of Marketing Programs on Financial Performance with Company' s Published Data – An Example of E.SUN FHC

• Main Authors: Kuan-Cheng Hou, 侯冠成
• Other Authors: Sheng-Shyr Cheng
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/srdc62

碩士 === 長榮大學 === 企業管理學系碩士班 === 104 === Strategic planning has been set up often after detailed evaluation of both external environment and internal factors of a firm. The purpose of this research is to assess the effects of marketing programs deployed from company’s strategic planning on economic performance, using Action-Profit Linkage (APL) model as theoretical framework and published data of an FHC company through 2002 to 2014. Empirical results from several combinations of regression analyses suggest that 1.The effects of strategic planning take some time to be effective. 2. Product mix is the primary important variable to explain the variation of economic performance. 3. Expansion of financial services channels should have negative effects on economic performance, either at the same period of time or next year. These empirical results reveal the usefulness of APL model. Also, marketing programs based upon the deployment of strategic planning do have salient effects on economic performance. In other words, interested investors could retrieve published data direct from the website of a firm or annual financial reports and make some assessment of the firm’s strategic moves on economic performance, helping to make proper investment decisions. Managerial implications and suggestions are given to the managers of the FHC and investors as well. Future research directions are also provided at the end of this research.