| Summary: | 碩士 === 義守大學 === 財務金融學系 === 103 === This study aimed to investigate the current situation, analysis and relationships of investment behavior and marketing strategies for elementary school teachers in Kaohsiung City. And study the variance with different social-economic background variables as well. In order to achieve the purpose, we design the questionnaire through in-depth interviews four senior teachers of elementary school and four executives of financial institution as well as a literature review. We take " Questionnaire for investment behavior and marketing strategy of Elementary School teacher in Kaohsiung City " as our data collection tool. There are 461 valid samples to Elementary School teachers in Kaohsiung City for the study. According to the results of the questionnaire respondents, we did the data analysis by descriptive statistics, reliability analysis, validity analysis, factor analysis, methods T test and ANOVA analysis.
After analysis in our study, there is a significant difference on investment behavior of elementary school teachers for different social-economic background variables in the sex, age, marriage, number of dependents, total annual household income, service area. And there is a significant difference of marketing strategies for financial institutions in age, total annual household income.
According to the results of the data analysis, the conclusions of this study are as follows:
1. Elementary school teachers tend to conservative and steady, male teachers tend to positive, female teachers tend to conservative.
2. The main sources of investment information of elementary school teachers are from "preparing children education fund" and " accumulation of personal wealth ".
3. The main sources of investment information of elementary school teachers are from "books, newspapers, magazines or television media", "friends and relatives", "information of financial investment from internet”.
4. The main investment tools of elementary school teachers are "bank deposits", "insurance" and "funds".
5. The most attractive marketing strategies in financial institution for elementary school teachses are "service strategy", "channel strategy", "promotion strategy".
Finally, we propose some suggestions based on the conclusions. They could be the reference as future research of investment behavior and marketing strategies developing of financial institutions for elementary school teachers.
First, for elementary school teachers, we recommend they need to have early planning for personal finance, hedging, tax saving, and fulfill knowledge for financial investment in order to effectively target the accumulation of personal wealth and children''s education fund.
Second, for the financial institutions, we recommend they need to be aware of the financial character of elementary school teachers and to hold some propaganda in school to enrich teachers'' financial investment knowledge and assist them to have personal financial planning.
|
|---|
