| Summary: | 碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 100 === The ongoing of financial crisis since 2007 had a severe impact on the world economy. There is an increasing demand for gold investments and dollar inflation hedging instruments to reduce exposure to international risk and the global recession during unstable financial conditions. In regards to the past Gold Passbook Study, it was limited to investigate the impact of the Bank of Taiwan’s gold passbook price factors or evaluate gold passbook, futures, options and did not discuss further about gold passbook consumer lifestyle.
The wufu branch of the Bank of Taiwan gold passbook investors were the object of study. In order to investigate the purchasing behavior and clustering ,we described and analyzed characteristics and behavior to facilitate the different market segments for target marketing.Factor analysis to the lifestyle is employed for dimension reduction, then cluster analysis is applied for classification, and some method, such as ANOVA and Chi-Squares are used to test the research hypothesis.
The results show that the WuFu branch of the Bank of Taiwan gold passbook investors can be segmented by lifestyle variables, such as “Rich life and Gregarious Type”, “Steady and Practical Type”, and “Lohas and Independent Tpye”. We can recommend marketing strategies that can be applied to the Bank of Taiwan.
Suggestions are as follows：
1.Rich life and Gregarious Type：In addition to the Gold Passbook,we can recommend savings-type insurance.
2.Steady and Practical Type：This type investors can purchase Gold Passbook by Lump-Sum or Periodic Investment Plan or Savings-Type insurance for children. They can invest in fixed-dividend stocks or Bond type fund.
3.Lohas and Independent Tpye：In addition to Gold Passbook or Gold Saving Plan, we can recommend the investors to purchase Stock Funds by Lump-Sum investment and Value Aveaging.
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