| 摘要: | 因國人對投資理財的資訊取得容易，更透過媒體及網路的零時差傳遞各國股市資訊，使得理財管道也更為透明化，金融市場上的投資商品，以投資「共同基金」大眾的接受程度最高，使得各家投信公司在銷售共同基金的通路開發，十分重視各銀行通路經營策略的發展。本研究將銀行財富管理業務與基金公司的合作關係，透過研究個案取樣自2006年到2010年各銀行淨銷售金額變化分析外部變數:市場行情走勢及內部變數:銀行服務費、額外獎勵金、行銷費用、廣告費用及回饋手續費等各項因子，探討境內或境外基金在各銀行的淨銷售額的變化，加以判斷其影響之相關性，結論發現大中小型資本額銀行對於銀行服務費、額外獎勵金呈現正相關極為明顯，表示這兩項因子可吸引銀行理財專員有意願或更強的動能來銷售該公司之共同基金，創造更多的基金淨銷售金額。 藉此個案歸納通路經營策略上對銀行基金淨銷售量之影響，以用對行銷方法掌握關鍵重點，可以讓雙方的合作發揮最大的效益。Both easy accesses to information about investment and real-time data input from worldwide stock markets result in the better information availability of financial management methods. Mutual fund investment, out of plenty of investment-linked products, grabs much attention of the public, and this phenomenon pushes a number of investment trusts, in terms of spreading distribution of mutual fund, to focus on marketing strategies developed by bank distributors. This study, by sampling each bank’s growth in sale of domestic and off-shore funds from 2006 to 2010, aims to analyze the cooperative relationship between wealth management business of banks and fund companies by means of “market fluctuations”, the external variable, and “bank service charge”, “bonuses”, “marketing budgets”, “advertisement budgets”, “commission fee back”, and the internal variables. The result revealed remarkable positive correlation between the variables, bank service charge and bonuses, and banks of each scale of capital, as which means that both the variables will lead to more net sales of funds by means of financial consultants’ willingness to sell mutual funds. In accordance with this study which investigates the influence, brought by distributors’ marketing strategies, on banks’ net sales of funds, exact marketing methods fused with key factors will cause the largest mutual benefits. |
