| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 100 === As the economy boomed nationals living, ideas on a wide range of financial prudence is attention, while the investment, domestic investors are also concepts have increasingly tended to spread risk, the Fund''s investment has become an important choice of Chinese financial behavior. According to the statistics of financial supervision and Administration Commission of the Bank Council of the Executive Yuan, to the end of June 2011, national banking institutions is 37 families, its branch office at 3,347, although less 50 banking institutions with 2003 year 13, but the branch increased from 3,173 to 3,347. Investment companies actively developing bank pathway, which is optimistic about banks has advantages, in addition to the convenience of access road-Canton, is also easy to understand the customer''s financial situation. Investment trusts under how to competition in the industry, seek help from the Bank to develop key elements of marketing, this is the investment trusts to be paid attention to issues within the industry.
For banking staff, measuring "brand image", "past performance", "marketing epidemic" and "promotional activities", whose main purpose in understanding investment trusts industry provided by the product or service wishes of finance officers recommendation levels.
This study was based on questionnaires to collect samples, collected a total of 217 valid sample, this study mining SPSS statistical software tools for research, statistical analysis, reliability analysis of descriptive data analysis, factor analysis and regression analysis.
The research evidence and found that the following：
（1）Brand image is to impact on the willingness to recommend some。
（2）The past performance of the Fund is to impact on the willingness to recommend。
（3）Marketing pandemic impact on willingness to recommend is to recommend。
（4）Promotional campaign is part of a controlled market effect of epidemic impact on willingness to recommend。
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