基金金融行銷DM研究：以風險承受度角度探討

隨著國民所得和教育提高及金融工具多樣化，國人對理財觀念日益增加，基金成為投資人不可獲缺的投資工具。投資人隨時都可以透過網路、電視、金融機構櫃台提供的DM及期刊取得投資基金的資訊。而投資人的基金需求，取得於投資人的風險承受度，所以投信公司應設計不同風險承受度的投資人所需要的基金DM進而增加投資基金的意願。本文對基金DM做整體了解，藉由主要投信公司的基金DM內容分析，再依DM內容所揭露資訊，製星號評等表和直條圖分析比較，並設計問卷搭配主觀風險承受度測試表與訪談，了解投資人所重視的DM揭露資訊，以達到提供投信公司訂定金融行銷策略參考及探討不同風險承受度投資人需要獲得何種訊息，做為投資的參考。研究結果顯示，風險承受低、中、高者共同重視的基金DM資訊為基金投資報酬率、基金計價幣別、基金投資區域、基金投資標的、基金風險高低；不同風險承受度者考慮購買基金的共同因素為過去曾因這檔基金獲利而再次購買、基金投資的前五大與十大公司、基金的歷史績效、基金每月配息、基金績效中的風險大小。不論何種類型的風險承受度者，所注意的基金DM資訊以數據資料為最多，而所需的基金淨值走勢圖期間為3年與5年；最喜歡基金報酬分配方式為每月配息。投信公司在產品策略上，提供績效表現優異的基金，以提高顧客的滿意度。價格策略上，減少削價競爭以服務品質及專業形象代替。在促銷策略上，投信公司應提供大量的DM與舉辨投資說明會，同時與理財專員保持良好的夥伴關係；在通路策略上，建議委託銀行代為銷售，利用銀行眾多分行據點掌握通路優勢，並設置電子商務增加投資人的方便性。且根據訪談得知，投信公司希望與銀行理財專員和投資者，做深入溝通，了解投資人的需要減少投資人買到不適合的風險承受度的基金商品。

關鍵字

風險承受度；共同基金；金融行銷

並列摘要

Along with the progress of the society, the modern economy and the technical rapidly expand; the innovation of education is thoroughly developed and having variety of financial tools, people already realized that to mange money is very important. At the same time fund become indispensable tool to invest. Fund company separate risk tolerance from investors, and design different direct mail to increase customers’ purchase willingness. The result of this research exhibits that all customers were think highly of return on investment (ROI), currency, investment object, risk, and so on in the direct mail (DM). Some of investors also consider about the rank of funds, historical performance, ex-dividend, and so on. All investors pay the best attentions on digital data of DM, regardless the degrees of risk sustainability among them, with historical trend of periods from 3 years to 5 years; their favorite dividend receiving way is by monthly basis. Investment Adventure Company shall offer funds with fair performance to raise the satisfactory degree of customers. With the respect of pricing strategy, they should abandon price dumping and adopt service promotion and proficiency image instead. With the strategy of promotion, the companies shall provide abundant DM and take place a fair number of demonstration conference, in the meantime, maintaining good relationships with financial managers; with the strategy of channels, we suggest to entrust the banks for funds sale, taking advantages of the many current branches of banks, also to enhance the convenience of investors by building up the electronic business. We also get to know from the interviews that investment adventure companies wish to deeply discuss with financial managers of banks and investors, in order to understand the demands and requirements of investors, to avoid the investors buying inadequate fund products with unsuitable risk tolerance.