財富管理市場區隔分析研究

Abstract

台灣金融業務蓬勃發展且競爭日益激烈，面對大環境的改變，包括顧客行為改變、營運成本提高、全球金融競爭、資訊科技進步，金融業者不斷更新產品行銷與服務提供，其中以STP廣為使用。 根據（Kaynak and Harcar, 2005）的研究得知，各種規模的金融機構為讓本 身在多變的金融環境中更具競爭力，在行銷規劃工具與技術方面均致力提昇效益，因此，服務差異化與市場區隔的觀念就被大量運用在金融服務策略上。台灣的銀行與金控便不斷更新產品行銷與服務提供，從跨業平台整合與行銷資料庫建立，組織架構、營運模式與經營策略也隨之進行調整， Kaynak and Harcar(2005)認為面對反覆無常的金融環境，面對面行銷被廣泛使用，根據此一行銷方法，有四種層面： 1.區隔（segments）：在相同的區隔內的顧客，有著類似的需求與慾望。 2.利基（niches）：相對較窄化的定義，意指追求明顯利益組合的顧客群。 3.本地（local areas）：將行銷方案引導到適合本地顧客需求的目標行銷 4.個別顧客（individual customers）：一對一行銷的最適市場區隔（Kotlor,2006,pp279-82） 當代的STP理論即包含上述的觀念。Kaynak and Harcar(2005)進一步指出，金融業者使用人文地理市場區隔（geodemographic market segmentation）可以對目標行銷產生較好的效果。 惟現今在顧客與銀行或金控間產生訊息不對稱，且銀行與金控將大部分資源投注在營運模式，並未能真正落實顧客導向與創造顧客終身價值，所以縱使在operation efficiency(作業效率)已達到極致，獲利仍無法有效提昇，真正原因之一即在未明確執行市場區隔。 從資源有效的角度思考，是否能就本身核心競爭力（Core Competitive）並精準掌握目標市場客群，為金融業業務經營的重要第一步。 目前財富管理產業對於顧客，採用AUM(Assets Under Management)分級，因此本研究擬增加透過人口統計(demographics)、資訊蒐集習慣(information searching patterns)、行為(behavior)等，以較完整周延的角度進行顧客屬性市場區隔分析，解決上述的問題，協助金融業者發展更重要顯著的目標行銷策略，來吸引顧客並滿足現有及潛在顧客的需求。 本研究透過729份問卷，運用因素分析與集群分析將財富管理市場分成四大集群，並提供相關行銷策略與管理建議。

While the financial industry in Taiwan has been thriving through recent years, it becomes gradually competitive. Facing the severe changes of financial environment, including changes of customer behaviors, rise of operation cost, competition from global participants and advancement of information technology, financial institutions have constantly renew marketing strategies of products and service provided. Among all tools, the STP (Segmentation, Targeting and Positioning) has been applied substantially. According to research of Kaynak and Harcar (2005), financial institutions of all types are operating in an increasingly competitive market environment. In response to this volatile market environment, commercial banks have shown a renewed interest in marketing their products/services to their customers more effectively. To stay competitive in this changing market environment and increase overall efficiency, financial institutions, including banks of all sizes, utilize marketing planning tools and techniques effectively. To this end, the concepts of service differentiation and market segmentation have been applied in a number of financial settings. Banks and financial holding companies in Taiwan have been improving products marketing and services, such as the integration of cross selling platforms and the establishment of marketing database, and modifying organization structure, business models, and operation strategies. In the opinion of Kaynak and Harcar (2005), micromarketing (relationship marketing/person-to-person marketing ) is a widely-used approach in a rapid changing financial environment. According to this marketing approach, there are four levels involved: 1. segments (consisting of a group of customers who share a similar set of needs and wants); 2. niches (a more narrowly defined group of customers seeking a distinctive mix of benefits); 3. local areas (target marketing which leads to marketing programs tailored to the needs and wants of local customers groups); and 4. individual customers (the ultimate level of segmentation leads to one-to-one marketing often called relationship marketing) (Kotler, 2003, pp.279-82) Contemporary STP marketing theory includes concepts of segmentation, targeting, and positioning. Kaynak and Harcar (2005) indicated that the adoption of geodemographic market segmentation by financial institutions results in better effects of target marketing. Because there is a dissymmetrical information flow between customers and commercial banks/financial holding companies, and most financial institutions spend great portion of resources improving their business model, which is neither client-oriented nor creating lifetime value for the customers, the overall profits of financial institutions remain low despite their operational efficiency has reached a maximum level. The lack of market segment practice is one major reason contributing to the above phenomenon. From the perspective of scarce resources, being able to focus on the target customer groups based on its core competitive is the first important step of financial business operation. While AUM (Assets Under Management) segmentation is a common practice in wealth management business, this research also uses elements, such as demographics, information searching patterns and behavior, to analyze segmentation in wealth management market and generate solutions for above problems currently faced by the financial institutions. In addition, this research also tries to develop important target marketing strategies for the financial institutions to satisfy the current and potential customers’ needs and to attract more customers. With 729 questionnaires collected, this research uses factor analysis and cluster analysis to divide the wealth management market into four segments and to provide suggestions on relative marketing strategy and management.