南華大學機構典藏系統:Item 987654321/21743
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    題名: 金融創新產品、人員行銷能力對行銷績效影響之研究－以雲嘉南地區金融機構為例
    其他題名: RESEARCH ON THE INFLUENCE OF FINANCIAL INNOVATORY PRODUCTS, AFFAIR MARKETING ABILITY AND MARKETING PERFORMANCE--THE CASES OF FINANCIAL INSTITUTIONS IN YUNLIN, CHIAYI AND TAINAN LOCALITY
    作者: 黃聖文
    Huang, Sheng-Wen
    貢獻者: 管理科學研究所
    范惟翔
    Wei-Shang Fan
    關鍵詞: 行銷績效;金融創新產品;人員行銷能力
    Marketing Performance;Financial innovatory product;Affair marketing ability
    日期: 2004
    上傳時間: 2015-07-02 15:09:03 (UTC+8)
    摘要: 　　在台灣的金融市場由百家爭鳴白熱化競爭，正式進入大型化、金控化之集團壟斷，競爭的取向也以價格與服務賣產品為主的方向漸漸轉變為以創新產品及專業知識協助客戶從事理財規劃為主。而金融創新產品發展也因政府監理的態度改變，使92年在政府宣示的金融改革年，變成了金融創新年。金融從業人員面對金融創新產品的發展趨勢下，工作特性轉為複雜化，應加強那些行銷能力來面對競爭日趨激烈的職場，以提昇本身的價值，創造公司的價值，進而提昇行銷績效。故本研究以雲嘉南地區之金融機構的業務主管及主辦人員為受訪對象，採用郵寄問卷調查法，運用描述性統計分析、信度分析、效度分析、集群分析、獨立樣本T檢定、單因子變異數分析、相關分析對研究假設進行探討金融創新產品與人員行銷能力的差異對行銷績效的影響。發放300份問卷，有效問卷92份，研究結果顯示如下：　一、 金融創新產品發展愈積極，行銷績效愈佳。　二、 金融產品創新程度愈領先，行銷績效愈佳　三、 提昇人員的創造力、溝通力、應變力及執行力，可提高整體競爭績效及行銷績效。　四、 業務人員的創造力、溝通力，能促進金融創新產品發展。　五、 在金融創新產品發展趨勢下，業務人員的應變力、執行力對行銷績效有顯著的影響。
    　　In the financial market of Taiwan by incandesce compete, state come into group corner by large scale and financial holding , Competition also by means of cost and service sell product for dominical direction by degree conversion for by means of innovatory product and expertise helping customer engage in wealth layout for main. And financial innovatory product development also because government an imperial office texture of attitude change, governments the financial of show off financial changes year become of financial innovatory year in 2003.　　　Financial from industry personnel confront with trend of financial create the development. Working characteristic turn for complicate, which its capability chargeable some aspects come confront with keen competition day by day? By means of promoted the merit of in itself, create the merit of company, and promoted marketing performance. Therefore research by means of Yunlin, Chiayi and Tainan zone the occupation of banking institution and enterpriser person for incur visit object. Adoption mailing questionnaire check on law, Exert descriptive statistics analysis,Reliability analyze,Valiaity analyze,Cluster analyze,Independent samples T test,One way ANOVA ,Correlation analysis influence on research hypothesize go along visit beg financial innovatory product and personnel the differentia of marketing capability influence on marketing performance. Extend 300 questionnaires, Act on 92 questionnaires.Research aftermath run as follow:　1.Financial innovatory product development recover higher, Marketing performance recover good.　2.Financial product innovatory extent recover higher, marketing performance recover good.　3. Promoted the creativity of personnel, Communicate power, Adapt to changes power and execution power, Can enhance ensemble compete effects and marketing performance.　4. Occupation the creativity of personnel, Communicate power, Can furtherance financial innovatory product development.　5. In financial innovatory product development trend, Adapt to changes of personnel power, execution power to marketing performance has conspicuous influence.
    顯示於類別:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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