Study of Taiwan’s Securities Firms Engaging in Wealth Management Business from the Aspect of Customers Acceptance

• Main Authors: Chun-Nan Chen, 陳俊男
• Other Authors: 陳 聖 賢
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/59174937240005510529

碩士 === 元智大學 === 管理研究所 === 94 === The subject of my thesis is “From customers’ acceptance to study how the stockbrokers in Taiwan managing their fortune-delegation business.” The major points of discussion are as below: 1.How well target customers understand this kind of business, and the acceptance rate of the customers to this business. 2.The motive and purpose for target customers to delegate their fortune to stockbrokers for management. 3.The need of fortune-delegation from target customers. 4.Target customers’ preference to stockbrokers marketing strategies. From above discussions, this thesis tries to analyze and offer practical strategies for stockbrokers to manage their fortune-delegation business. The thesis adopts the results from information gathered by questionnaires, and statistical sampled by SPSS 14.0 English professional version. The results are concluded as below: 1.“How well target customers understand this kind of business, and the acceptance rate of the customers to this business.” Sample individuals are mostly middle class with high education level, but when they are asked if they understand fortune-delegation business, only 17% of them know precisely what it is. It shows that in order to expand the scale of fortune-delegation business, brokers who run this kind of business should be more aggressive to promote this “fortune-delegation” idea to general public. 2.“The motive and purpose for target customers to delegate their fortune to stockbrokers for management.” This analysis is focusing on the differences between the backgrounds of three different target customer groups. The result shows that only in two options of “children’s education fund” and “ tax deduction” there are some differences, and most other motives and purposes are common to all target customers. 3.“The need of fortune-delegation from target customers.” Regarding customers’ considerations for fortune-delegation, the study result shows that if brokers’ target is third group, they should focus more on security, confidentiality, and returning rate. If target is second group should promote to various customers. In this group, brokers can offer combination account, lower rate of handling charge, and also show certification of service personals to prove your credibility and make customer more satisfied. Moreover, brokers should design and offer more kinds of services, improved by professional training, and raise their own business reputation. With more media explosion and credit from professional organization, brokers can strengthen their relationship to customers. 4.“Target customers’ preference to stockbrokers marketing strategies.” The study result shows that the primary target customers have the same intensions to prefer “recommendation from professional organizations or personnel” and “experiences dealing with brokers”. Hence brokers should not only aggressively participate in evaluation made by famous professional organizations, but also do better in managing customer relations. On the other hand, brokers should promote the fortune-delegation idea harder by holding forums or campaign, so customers can received more correct and clear information about fortune-delegation. I believe through this way, customers cam feel more secured to delegate their fortune for brokers to manage.