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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32011

    Title: 台灣綜合券商服務行銷策略發展之研究
    Other Titles: 臺灣綜合券商服務行銷策略發展之研究
    The research of marketing strategies for securities firms in Taiwan
    Authors: 方柏生;Fang, Po-sheng
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    劉燦樑;Liu, Tsann-liang
    Keywords: 服務行銷;服務品質;綜合券商;經紀業務;承銷業務;Service Marketing;Service quality;Securities Firms;Management Activities;Broker Business
    Date: 2005
    Issue Date: 2010-01-11 01:32:30 (UTC+8)
    Abstract: 本研究藉由券商的顧客特性及需求分析來了解顧客對於券商的認知及期望,以提供券商作為採取有效行銷策略之參考。並透過量化與質化兩種方式來瞭解券商經紀業務與承銷業務的運作情況。其中利用因素分析將證券交易之顧客需求因素歸納為四個構面,並由實證分析得知,顧客在從事證券交易時覺得最重要的幾點依序為交易之正確安全可靠,營業地點的遠近與服務人員之態度等。最後重視的才是券商軟硬體設備的服務。
    This purpose is to explore the characteristics and demands of the trading customers, and to provide effective marketing strategy recommendations for the securities firms in Taiwan. The study is carried by a questionnaire and a visit to understand the operation circumstances of the securities firms. This study indicates four factors that trading customer’s demand. The most important factor is safety and reliability, followed by the place far or near to carry on business, the staffs’ attitude, and the facilities and services.
    When securities firms create marketing strategies, they should do their best to fit in with customer’s specific demands. In management activities, securities firms should give the first place to value their staffs and to strengthen their team’s research and design ability. In broker business, the trade safety and reliability, the diverse and abundant services are the most important factor. Through establishing an alliance with different industry, securities firms could expand market broadly. However the crucial part is that securities firms should choose their branch channels carefully. The last, securities firms should stress on customer relationship management. Only when securities firms provide good services to attract and to hold customers, they are able to create more opportunities to profit.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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