| Summary: | 碩士 === 國立臺北大學 === 國際財務金融碩士在職專班 === 95 === In past few years securities investment trust firms (SITEs) have suffered from critical business difficulties, due to the lack of substantial growing trend in the Taiwan Stock Market and the impacts of structured notes issues. Since there have been an increasing numbers of investors participating offshore funds investments, government’s recent decision on opening the offshore funds markets has granted SITEs good opportunities for business growth. With the implementation of new regulation,“Regulations Governing Offshore Funds”, those SITEs, SICEs, Stock Brokerage Firms, and Banks which meet certain regulation criteria are permitted to sale offshore funds domestically. Corresponding to this new regulation regarding to offshore funds, how SITEs define its market and develop marketing strategies to compete offshore funds sales is an important research topic.
The main purpose of this research are to: First, to explore what and how marketing strategies developed by SITEs to sale offshore funds; second, to examine and to analyze the marketing strategies adopted by SITEs after the implementation of the Regulations Governing Offshore Funds, and to provide marketing strategies suggestions for future reference.
This research proceeds with an exploratory research method. Securities investment related literature is reviewed as the backdrop of this research. And the theories of marketing strategies are utilized to develop analysis framework and theoretical arguments. Professional managers in those SITEs which sale offshore funds are chosen to have in-depth interview.
This research begins with using SWOT framework to analyze the strength, weakness, opportunity and threat of offshore funds business that SITEs confronted. Then this research proceed to analyze SITEs offshore funds’ markets segmentations, market targeting, and market positioning(STP strategies),and use the theory of Marketing Mix 4P, (product, price, places, and promotion) to mapping the theory and practical reality, finally sum up with the conculsion.
Two main findings are concluded:
A. Offshore funds marketing strategies prospects for SITEs
1. SITEs shall develop offshore funds marketing strategies according to their competitive advantages. 2. Segment the offshore market by differentiate products and services 3. Enhance the core ability. Develop mutual beneficial relationships between onshore and offshore funds.
B. The Offshore Funds Marketing Strategies of SITEs:
1. Product Strategy: (1) strengthen domestic product line, broaden the depth and width of the product lines; (2) develop niche and unique products; (3) increase the adding value of offshore funds products to the SITEs.
2. Price Strategies: (1) maintain price flexibility, (2) provide professional services to enhance the adding value to the products, and increase the price negotiating ability
3. Place Strategies: (1) develop core sales channels and cultivate sales channels; (2) Flexible sales strategies, based on channel’s attribute to provide products and services. (3) diversify sales channels, increase the scale of sales, save the cost
4. Promotion Strategies: (1) utilize multi-media commercials, establish brand image; (2) product performance and characteristics are the best content for promotion; (3) use varies promotion activities, press and conference to increase sales; (4) provide incentives for sales.
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