境外基金行銷策略之研究－以總代理人為例

本研究目的在於現今境外基金總代理人制度下，台灣的境外基金總代理人要如何讓基金銷售通路與客戶更有意願去銷售或投資所代理的基金，藉由問卷調查統計分析的方式，了解通路與客戶偏好以配合喜好去推薦產品或引入服務。本研究經分析樣本後，做出以下幾點建議： 1. 產品策略部分，引進的基金除挑選知名國際品牌外，更可在產品線裡推薦中長期相對績效較佳的基金；針對通路業者，可考慮加快加大平衡型基金的引進。針對法人則以績效近一年排名前1/4，且有持續性報酬的產品較具吸引力。 2. 價格策略部分，可考慮加強專業或投資建議，以優良的服務品質代替一味降低手續費的狀況。退佣費率可採用級距定價的方式，讓銷售量達某一門檻後能享有更高的費率回饋，以激勵銷售人員達成目標。法人客戶部分也可在績效表現穩定的前提下，向基金公司爭取更高的退佣費率，讓客戶願意買進更多的庫存。 3. 促銷策略部分，與銷售通路配合時建議多辦理將利益回饋至銷售單位的促銷手法，如銷售競賽獎金，銷售人員國內外訓練行程等。法人部分，對於促銷活動的偏好仍以投資講座或說明會為多。 4. 服務策略部分，基金公司與總代理業者可利用銀行據點多、銷售管道完整的特性，提供專業投資報告與服務，藉以吸引個人投資人購買基金。對於專業法人，建議可每月提供全球總經相關的研究報告。另可每季邀請基金經理人辦理論壇。 5. 未來策略展望，由於法人業務量佔整體境外基金市場比重有逐年增加之趨勢，加上來自機構法人的市場邊際貢獻度及毛利均遠高於銷售通路。因此建議資產管理業者未來的營運重心應側重於對機構法人的服務，包括市場資訊與投資策略提供、人力資源的挹注、以及業務/服務人員與法人投資者關係的建立與經營。

關鍵字

境外基金；行銷策略；總代理

並列摘要

The main objective of the research is that how the master agents in Taiwan can contribute, to increase the willing of sales agents or clients to sell or invest the offshore funds introduced. By implementing questionnaire and analyzing the data returned, we can understand the preference of sales agents and clients and introduce goods or services of interest. The research makes several recommendations as below: 1. In terms of product strategy, selecting internationally known brand and well-performed funds in mid to long term will be recommended. It is also purposed to introduce more balanced funds when cooperating with channel sale agents. When promoting to legal entity clients, it is better to recommend funds which delivers sustainable returns with performance in first quartile within a year. 2. In terms of price strategy, it is recommended to enhance professional consultant of investment and good quality of service to replace lowering service charge. The rebate can be set as tiered rate to have more return when agents have more sales, in order to keep sales personnel motivated. Under good and steady performance, higher rebate can be also provided to legal entity clients so that clients are willing to purchase more shares. 3. In terms of promotion strategy, it is recommended to return the profit directly to sales agents such as sales competition reward or outside training for sales personnel. For legal entity clients, their interests are laid in seminars and conferences. 4. In terms of service strategy, fundhouses and master agents are encouraged to use the advantage of numerous branches and sales channels to provide investment reports and services, so that individual investors are willing to purchase funds. For services to legal entity clients, it is recommended to provide global macroeconomics report to clients. Also it is encouraged to invite fund managers to host seminars quarterly. 5. For the vision of future strategy, since the increasing weight of contribution from legal entity clients in offshore funds market year by year, and the marginal contribution, along with the gross margin, of the legal entity are significantly higher than of the sales channels. Therefore, it is recommended to focus more on the service for legal entity clients including market and investment strategy information; providing more relating service personnel, and establishment/management of customer relationship.