Segmental research for custom behavior oriented-based on individual securities company

碩士 === 國立政治大學 === 經營管理碩士學程 === 94 === Abstract The changes of external environment and increases of competitiveness have continuously impacted the local securities houses. The traditional business target is to gain market share by adopting branches-extension strategy, has no longer worked out under...

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Main Author: 陳金禧
Other Authors: 季延平
Format: Others
Language:zh-TW
Published: 2006
Online Access:http://ndltd.ncl.edu.tw/handle/90496840168166587274
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spelling ndltd-TW-094NCCU54570432016-06-01T04:15:06Z http://ndltd.ncl.edu.tw/handle/90496840168166587274 Segmental research for custom behavior oriented-based on individual securities company 客戶行為導向市場區隔研究-以個案券商為例 陳金禧 碩士 國立政治大學 經營管理碩士學程 94 Abstract The changes of external environment and increases of competitiveness have continuously impacted the local securities houses. The traditional business target is to gain market share by adopting branches-extension strategy, has no longer worked out under current circumstance. Therefore, the more critical issues for winning out of the future races are altered to focus on profit bottom-line and innovative business model as well. To achieve the business goal, management level of securities house needs to recognize the weakness and strengths of company itself and find out the external threats and opportunities in order to optimize the allocation of company resources. In the mean times, managers need to adjust the product-oriented way to customer-oriented way of thinking. Only maintained customers with higher satisfactions and royalties can create more value of business. Target marketing seems to provide an attractive solution for managers, who believe the more concentrative sales effort will cause the less cost and eliminate inefficient moves. Management level needs to consider increasing customer satisfactions and royalties by providing right financial products to meet customer needs. Managers of securities house used to treat the customer as the same and adopt the mass marketing strategy. That means situation can be improved if customer can be separated into different segments by their profit contributions, and it will help mangers to propose more efficient and effective strategy to maximize value of company. This study is to find key factors out of various transaction behaviors then categorize customers into specific segmentations. According to each segment of customers are proposed appropriate products and services in order to create differentiation and particular competitive strengths of company. 季延平 2006 學位論文 ; thesis 84 zh-TW
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description 碩士 === 國立政治大學 === 經營管理碩士學程 === 94 === Abstract The changes of external environment and increases of competitiveness have continuously impacted the local securities houses. The traditional business target is to gain market share by adopting branches-extension strategy, has no longer worked out under current circumstance. Therefore, the more critical issues for winning out of the future races are altered to focus on profit bottom-line and innovative business model as well. To achieve the business goal, management level of securities house needs to recognize the weakness and strengths of company itself and find out the external threats and opportunities in order to optimize the allocation of company resources. In the mean times, managers need to adjust the product-oriented way to customer-oriented way of thinking. Only maintained customers with higher satisfactions and royalties can create more value of business. Target marketing seems to provide an attractive solution for managers, who believe the more concentrative sales effort will cause the less cost and eliminate inefficient moves. Management level needs to consider increasing customer satisfactions and royalties by providing right financial products to meet customer needs. Managers of securities house used to treat the customer as the same and adopt the mass marketing strategy. That means situation can be improved if customer can be separated into different segments by their profit contributions, and it will help mangers to propose more efficient and effective strategy to maximize value of company. This study is to find key factors out of various transaction behaviors then categorize customers into specific segmentations. According to each segment of customers are proposed appropriate products and services in order to create differentiation and particular competitive strengths of company.
author2 季延平
author_facet 季延平
陳金禧
author 陳金禧
spellingShingle 陳金禧
Segmental research for custom behavior oriented-based on individual securities company
author_sort 陳金禧
title Segmental research for custom behavior oriented-based on individual securities company
title_short Segmental research for custom behavior oriented-based on individual securities company
title_full Segmental research for custom behavior oriented-based on individual securities company
title_fullStr Segmental research for custom behavior oriented-based on individual securities company
title_full_unstemmed Segmental research for custom behavior oriented-based on individual securities company
title_sort segmental research for custom behavior oriented-based on individual securities company
publishDate 2006
url http://ndltd.ncl.edu.tw/handle/90496840168166587274
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