靜止戶之客戶價值研究－以M證券公司為例

A Study on Customer Value of Inactive Accounts Values – by M Security Brokerage

吳為龍(Wei-Lung Wu)

指導教授 ： 林淑瓊

大同大學/經營設計學院/資訊經營學系所/碩士(2008年)

摘要

我國證券市場投資人交易活絡，至2007年累計開戶人數已達一千四百多萬戶，但2007下半年來受到美國次級房貸與高油價衝擊以致全球景氣不佳，影響投資人信心與投資意願，使得交易量不斷萎縮造成交易市場前景堪慮，此一連串反應直接影響到以手續費為主要收益來源的證券商經紀部門，更影響到整體證券業者的營收。而參與股票市場交易的顧客中，停止交易一段時間的投資人被稱為「靜止戶」，因其成因複雜且大部分投資金額偏低，相較於其他投資金額較高的客群，營業員與證券業者視其如小額投資人般，對此長期投資的客群未曾發現其重要價值及提供應有的服務和重視，成為被忽略的一群客群。本研究因而針對M證券近一年來有庫存股票但未交易的靜止戶進行歷史投資資訊分析，並以80/20法則說明靜止戶投資金額屬性，得出「高額靜止戶」群，再從交易長短期釐清靜止戶交易特性，區分為「規律靜止戶」、「一般靜止戶」等三群，結果發現靜止戶具有偏好買賣權值股與長期投資等特性，其中「高額靜止戶」群平均投資金額達六百萬元以上；可知靜止戶是證券業者需加以重視高客戶價值客群。透過訪談證券行銷人員，針對所提出的分群進行驗證，以提供靜止戶一套可以遵循以進行經常性、規律性的分群規則。此分析歸納出的結果與規則可提供證券業者對靜止戶進行分類與維繫長期關係之參考，行銷部門可以依照分群結論與參照靜止戶六項特質：庫存金額、交易時間、庫存股性、客戶年齡、客戶盈虧、交易次數來擬定細部行銷策略，再據此展開行銷活動的推廣，以保留顧客與提升客戶價值與業者利潤。

關鍵字

80/20法則 ； 證券業 ； 靜止戶 ； 客戶價值 ； 顧客關係管理

並列摘要

The stock exchange reported a brisk trading in our county. Till year 2007, the overall accounts which have been opened have reached to 14million. However, partly of because of subprime mortgage in US, but also partly because raising oil price in the world since second half of year 2007, it causes investors losing their faith and confidence to the investment. It contribute to the problem of securities sold on the market became smaller and might get worth in the future as well. Continently, it direct affects the stockbrokers’ profit especially their major income came from securities market’s handle charge. Furthermore, it interfere the advantage of whole stock exchange industries.

Among the customers of securities market, there are some customers called “inactive account” who are not using their accounts during a certain period of time. On the other hand, they are not like the active account customers who are less complexity and have larger invest volume to this market. In consequence, the stock brokers are treated these inactive customers as low volume investors and never take these long-term customers into account. Therefore, they have been ignored by stock broker and didn’t get enough attention as well as deserve service.

Address M security firm to study the investment histories analysis on their inactive account customers who have securities in stock but have more than a year didn’t activate by using Pareto Principle, in order to indicate the character of inactive account’s investment volume and pick out the group of “high volume inactive account customers”. Then, we continue to distinguish the rest of them into “methodic inactive account” and “regular inactive account” in total 3 groups. A review of these 3 groups reveals that inactive account customers have characters of interesting in trading weighted stock and long-term investment. Moreover, the average of investment amount from “high volume inactive account customers” is over 6 million dollars. This assumption reflects that the stock brokers should pay attention on inactive account customers because they are important and high value customers.

To verify above 3 groups that we have compartmentalization of inactive account through interviewing the security stock marketing representative, it can be reliably concluded and provide a account distinguish method which is frequentness and regularity for inactive account customer to follow.

The conclusion we could properly draw from the information above is that the stock account distinguish method can provide security firm a method to evaluate inactive account customers and keep long-term relationship between each others. For marketing department, they could draw up marketing strategies according to the results from analysis attribute – stock value, trading times, characters of stock, customer age group, profit and loss, trading frequencies. Observations about the results of strategies to process the marketing activities, in order to keep the customers in active, increasing the customers value and securities firms profits.

並列關鍵字

Securities Industry ； Inactive Account ； Customer Value ； Customer Relationship Management ； Pareto Principle

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