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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/74070

    Title: 臺北市生活型態與市場區隔之研究 : 以日盛銀行客戶為例
    Other Titles: A study of lifestyle and market segmentation : a case study of customers of Jih Sun Commercial Bank
    台北市生活型態與市場區隔之研究 : 以日盛銀行客戶為例
    Authors: 林瑜軒;Lin, Yu-Hsuan
    Contributors: 淡江大學國際商學碩士在職專班
    黃志文;Huang, Chin-Wen
    Keywords: 生活型態;市場區隔;Lifestyle;Market Segmentation
    Date: 2011
    Issue Date: 2011-12-28 17:58:10 (UTC+8)
    Abstract: 全球國際金融開放,臺灣與中國大陸簽署MOU以及ECFA,促使國內金融業進入更具國際競爭性市場;銀行業者要如何成為客戶理財上最佳的夥伴則是下一刻需要面臨的關鍵基礎。本研究以市場區隔理論為基礎來區隔客戶群,以提供銀行業者作為行銷策略之參考。
    Upon Global international financial liberalization, Taiwan and China signed the MOU and the ECFA, which makes Taiwan financial market began to enter more competitive international markets; how banks to capture the loyalty of customers have become the best partner of wealth management is the key to success. The purpose of this study is to adapt the theory of market segmentation by separating the customers, and it will yield the best of marketing strategy for banks.
    By using the lifestyle variables as segmentation bases, a total of 420 questionnaires were collected from customers who opened an account with Jih Sun Commercial Bank in Taipei.
    The questionnaire of this research was divided into two major parts; fist part was on the lifestyle and the second part was on the demographic variables. Descriptive statistics, factor analysis, cluster analysis, discriminant analysis, and Chi-square test of statistical methods were used to analyze the applications. The research findings are as follows:
    1.By using the 31 questions from the lifestyle (AIO) questionnaires, seven factors namely, “Socialization active”, “Disciplinary life”, ” Fashion brand”, “Family Warmth”, “Feeling Emotion”, “Creativity Active”, and “Non-practical Active”.
    2.By using Cluster and Discriminated analysis, respondent samples can be segmented into three market segments, namely, “Family – Business”, “Fashion Socialization”, and “External – Control behavior”. Significant differences were found in both the three market segments and seven lifestyle factors.
    3.Significant differences were found in “gender”, “age”, “occupation”, and “personal average monthly income”, in the three market segments.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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