Marketing Strategies of Taiwan''s Financial Institutions:Selling Structured Products

• Main Authors: CHIANG CHIN-MEI, 江靜美
• Other Authors: Wei-Pen Tasi
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/91024203604737622709

碩士 === 輔仁大學 === 金融研究所 === 92 === During 1992, the total estimated value of foreign structured note sales through Taiwan bank channels amounted to over 3 billion US dollars. Following on June 1, 1993, the Securities and Futures Bureau (SFB) approved a proposal from the GreTai Securities Market allowing domestic structured products to be issued and exchanged, thus intensifying competition among banks for market shares of structured notes. The main purpose of this study is to explore how a financial institution can achieve structured product market leadership though effective market research and strategies, while avoiding the usual price competition. Based on database, segmentation, target, relationship, and CRM marketing strategies, the thesis will discuss the effects of adopting these different strategies. Methodology for the research is built upon questionnaires. Focusing on the personal demand for investment, the target group consisted of bank customers with more than 3 million NT dollars in deposit. It took three weeks to conduct the survey and 330 questionnaires were sent out. With a respondent rate of 79.39%, 262 responses were received; of them, 247 could be applied to this study. Survey results show when customers buy structured products… 1.They do so mainly because they seek higher returns than standard deposits offer and want to diversify their personal portfolio. 2.The most important factor to influence their decision making is the Principal Guaranteed Rate. 3.Women are more willing purchasers than men. 4.A financial advisor’s assistance is the most acceptable way to deliver product information. 5.The implementation of a financial advice counter or service desk in banks have much influence on their buying behaviors. Based on the survey results, financial institutions can develop their marketing strategies for selling structured products to meet customer requirements and to create a market niche.