The Impact of the Management and Employment of Collective Investment Trust Fund on the Wealth Management Business of Commercial Banks: A Case Study of the Bank's Marketing Strategies
| Autor: | Chun-shen Kuo, 郭俊生 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 The thesis aims to establish the marketing strategies of the collective investment trust fund for the case bank, as follows: 1. The case bank should adopt the differentiation strategy of the product performance and professional service. In this way, it should build rapidly the economic scale and image of the collective investment trust fund. 2. The position of the collective investment trust fund should be STABLE. This position is consistent with the customer’s perception. Additionally, it is also good for selling the product, reducing the marketing cost, and improving the effectiveness. 3. According to the selling motivation of financial specialist and the choice factor of the customer, the performance of the collective investment trust fund is the most important key point of all. The case bank must maintain and enhance it’s good performance of the bond trust fund. 4. Do well the internal marketing. Do well complete communication and interaction. It is impossible that the nice product causes the small scale. 5. The collective investment trust fund of the case bank is categorized as the question product at the BCG matrix and in the emergence period based on the Product Life Cycle Theory. It needs to input resource to grow up. It will become the STAR or COW at the BCG matrix in the future. 6. The case bank should set up the growth period of the collective investment trust fund as it’s main objective, implement the case bank’s marketing strategies, and then do, revise, and review them. The above procedures are a complete marketing process. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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