Applying general stock investors trading behaviors on CRM

• Main Authors: TUNG KUANG WEN, 董廣文
• Other Authors: 吳建文
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/n2yazr

碩士 === 國立臺北科技大學 === 管理學院資訊與財金管理EMBA專班 === 104 === In recent years, the amount of trading index and trading volume in the Taiwanese Stock Market have been affected due to the stock market crash in 2008, the European debt crisis, domestic capital gain taxation issues and the increase of electrical and oil prices...etc. These factors have caused the amount of trading index and trading volume decreased significantly in the Taiwanese Stock Market. Compare to 2007, the average daily trading volume went from $1,337 billion NT down to $827 billion NT in 2015. The significant decrease in trading volume have direct impact on commission income for Securities Companies, resulting in profit loss, reorganization and layoffs. Therefore, finding ways to maintain clients in this turndown market, while making effective decisions for the Securities Companies becomes very crucial. This study will be based on real life customers trading behaviors over a course of 1 year from a specific Securities Company, to establish a connection between trading behaviors and clients characteristics, such as their sex, horoscopes, age and which area they live in. This study will determine if these factors have an impact on these clients trading behaviors as well as the type of stocks they may be interested in. This will also allow the company to establish and develop a customer relationship/care/management system by understanding clients background, interests and preferences. By doing so, we can maintain and increase customers loyalty as well as the revenue for the company.