碩士 / 國立臺灣科技大學 / 企業管理系 / 100 / Mutual funds have played important and popular roles alongside Taiwan banks. Since August 1th 2006, “Regulations Governing Offshore Funds” had been launching, each mutual fund company can be acted for by each agent. The most important partners of fund houses are banks, and the fund houses are striving to gain the chance to cooperate with banks through different types of business partnerships to maximize sales volumes.
This paper will discuss not only the development of the stock fund and the bond fund in the Wealth Management sector, but also to analyze the marketing strategy which the fund houses adopt in STP-segmentation, targeting, positioning and in 4P for product, price, place and promotion sectors. In order to motivate the mutual fund impressive sales volume, the fund houses and banks are cooperating closely. Of all the communication channels, the account manager plays the most important role above all. The product performance is the key point which the investors care. And sales discount of the product is replacing by the professional service. No matter of the male or female investors, they all prefer read the newspaper and financial magazine to search more fund information. The fund house should enhance the depth and enrich the content of all the marketing activities between the banks and the account managers to motivate much more sales volume in mutual funds.
| Identifer | oai:union.ndltd.org:TW/100NTUS5121073 |
| Date | January 2012 |
| Creators | Ying-Chi Chiang, 強盈淇 |
| Contributors | none, 徐中琦 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 84 |
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