探討理財專員銷售結構型商品的意願與績效關係之研究

A Research of Explorating the Relationship of Financial Specialists Willingness and Sales Performance - Take Structured Products as an Example

洪朝文(Chao-Wen Hung)

指導教授 ： 張詠盛

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2021年)

摘要

銷售績效為銀行業評估理財人員的生產力指標，理財商品眾多，舉凡基金、保險、債券、股票、貴金屬、外匯及結構型商品等，大眾化的商品因多數投資人皆已熟悉，理財專員較易有銷售意願，進而產生銷售行為。結構型商品，則因商品相對複雜，加上近年雷曼、目標可贖回遠期契約(TRF)投資糾紛，影響理專對該類型商品的銷售意願。

金融商品有許多種選擇，關鍵是適合度，結構型商品仍是銀行等金融機構熱門投資商品之一，

本研究旨在依據品牌知名度、商品競爭力、獎勵措施、業務制度及教育訓練等構面，探討理財專員銷售結構型商品的意願與績效關係之研究。透過問卷調查法，以金控銀行、外商銀行與非金控銀行的理財專員為研究對象，並透過統計軟體SPSS 25版及統計分析方法來檢定研究假設。

實證結果顯示：銷售意願五大前因變數之品牌知名度、商品競爭力、獎勵措施、業務制度、教育訓練與銷售意願呈正相關，且銷售意願對銷售績效亦呈正相關；期盼透過本研究之結果，提供銀行業未來擬定行銷策略與規範時之參考。

關鍵字

理財專員 ； 結構型商品 ； 銷售意願 ； 銷售績效

並列摘要

Sale performance is one of the major indicators that are applied to measure the productivity of financial specialists. Financial products are many categories such as funds, bonds, stocks, precious metals, foreign exchange and structured notes. With the popular commodities to which most investors are familiar, the financial specialists have more interests and likely to sale. It affects the sale willing of financial specialists for structured products with the complexities and the recent investment disputes between the Lehman incident and TRF.
There are many choices for financial products. The key is suitability. Structured products are still one of the popular investment products of banks and other financial institutions. The purpose of this research is to investigate the impact of brand reputation, product competitiveness, incentive mechanisms, business systems and sales training on sales intentions and performance, and the correlation among the various factors. Through the questionnaire survey method, the financial specialists of financial holding banks, foreign banks and non-financial holding banks were used as the research objects, and the research hypotheses were verified through statistical software SPSS 25 version and statistical analysis methods.
The results show that brand reputation, product competitiveness, incentive mechanisms, business systems and sales training have a positive impact on sales intention, and the sales intention also has a positive impact on productive sale performance. In this study, the results of this research will provide a reference for the banking industry to formulate marketing strategies and regulations in the future.

並列關鍵字

Financial Specialists ； Structured Notes ； Sales Intention ； Sales Performance

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