財富管理部門引進新商品考量因素之研究-層級程序分析法

Applying AHP in Analyzing the Product Innovation Strategy of Wealth Management Banking

莊清俊(Ching-chun Chuang)

指導教授 ： 許可達 ； 嚴宗銘

朝陽科技大學/管理學院/保險金融管理系/碩士(2009年)

摘要

自1980年代起，由於在國際社會中，金融自由化已成為共識，再加上外匯存底不斷增加以及國外要求開放本國金融市場的壓力下，政府遂開始從事金融自由化政策，逐步開放國內的金融市場。其間更經歷 1997年的亞洲金融風暴、2006年的台灣雙卡風暴及2009的全球金融風暴等考驗；時至今日台灣的金融市場更是日益成熟。尤其開放外資之後有更多金融機構進入國內市場，若想要在國內市場求生存與持續競爭，在商品創新方面即為其關鍵所在。本研究乃是對於金融業在創新新商品時的重要因素加以分析。
本研究配合文獻蒐集探討所得到的資料，建立研究問卷，歸納出適用於金融業商品創新因素的四個主要構面及19項評估指標，然後運用層級程序分析法（AHP），計算出其各相關的影響程度。研究結果發現：在總體經濟面、產業經濟面、行銷面、財務面這四個構面中，總體經濟面最為重要；而以整體來看「因應通貨膨脹壓力」、「因應國民所得的變化」、「金融商品功能的改變」、「因應利率變動壓力」、「因應人口結構的變化」是金融業商品創新的重要5個考慮因素。

關鍵字

金融業 ； 商品創新 ； 層級程序分析法

並列摘要

Financial liberalization has become the common understanding in the international community since the 1980s. With the constant increase of the foreign exchange reserve and under the pressure from other foreign countries requiring the government to open the financial market, the government began to engage in the financial liberalization policy and gradually opened the domestic financial market. In this period, Taiwan underwent the Asian financial crisis in 1997, the Double Card Storm in 2006 and the global financial crisis, etc. Nowadays, the financial market in Taiwan is more mature than ever. More financial organizations came into the domestic market after the government allowed the foreign capitals to come in. If a company aims to survive and keep its competiveness, the key is to innovate its products. This research is to analyze the important innovating elements the financial sector has when creating new products.
Questionnaires were established based on the references. Four major dimensions and 19 evaluating pointers that suit the financial sector when product innovation is needed were gathered. Then the Analytic Hierarchy Process (AHP) was applied to calculate the relevant influence degree. The result of the study found that among dimensions overall economy, industry economy, marketing, and finance. The overall economy dimension is the most important one. Evaluating from the overall perspective, the five elements below are to be considered by the financial sector when innovating new products. They are the ability to handle inflation, the ability to face the change of the national income, the change of the functions of the financial products, the ability to handle the change of the interest rates, the ability to handle the change of the population structure and quantity.

並列關鍵字

financial sector ； product renovation ； Analytic Hierarchy Process

參考文獻

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