The Study of Fund Financial Marketing Direct Mail-to Explore form Risk Tolerance Perspective

• Main Authors: Wan-yu Sung, 宋婉瑜
• Other Authors: 彭開瓊
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/75185941973547207908

碩士 === 清雲科技大學 === 國際企業管理研究所 === 97 === Along with the progress of the society, the modern economy and the technical rapidly expand; the innovation of education is thoroughly developed and having variety of financial tools, people already realized that to mange money is very important. At the same time fund become indispensable tool to invest. Fund company separate risk tolerance from investors, and design different direct mail to increase customers’ purchase willingness. The result of this research exhibits that all customers were think highly of return on investment (ROI), currency, investment object, risk, and so on in the direct mail (DM). Some of investors also consider about the rank of funds, historical performance, ex-dividend, and so on. All investors pay the best attentions on digital data of DM, regardless the degrees of risk sustainability among them, with historical trend of periods from 3 years to 5 years; their favorite dividend receiving way is by monthly basis. Investment Adventure Company shall offer funds with fair performance to raise the satisfactory degree of customers. With the respect of pricing strategy, they should abandon price dumping and adopt service promotion and proficiency image instead. With the strategy of promotion, the companies shall provide abundant DM and take place a fair number of demonstration conference, in the meantime, maintaining good relationships with financial managers; with the strategy of channels, we suggest to entrust the banks for funds sale, taking advantages of the many current branches of banks, also to enhance the convenience of investors by building up the electronic business. We also get to know from the interviews that investment adventure companies wish to deeply discuss with financial managers of banks and investors, in order to understand the demands and requirements of investors, to avoid the investors buying inadequate fund products with unsuitable risk tolerance.