臺灣博碩士論文加值系統

本研究探討信用貸款客戶背景型態與貸款行為的關係，期望找出能夠有效掌握客戶市場的相關數據，藉此針對目標客群做出更有效率的行銷方式，並對貸款從業人員有提升業務量的幫助。
本研究以問卷調查的形式針對台中某銀行貸款客戶群進行研究，本研究結果可觀察出，貸款金額較高的貸款客戶背景型態以男性、年齡在31-45歲之間、已婚、個人平均收入在20,000-35,000元，建議如果貸款從業人員想要提升客戶貸款金額可以從符合以上條件的客戶進行行銷。

關鍵詞：信用貸款、市場分析、客戶分析

This research investigates the relationship between loan customer background and the behavior, aiming to collect data from the market, promote products to target customers, and finally help loan officers expand their business.
Questionnaire investigation targeted at loan customers of a bank in Taichung is conducted in this research. The result exhibits that the features of customers who apply for larger amount of loans are mostly male, married, aged between 31 and 45, and with average income between 20,000 and 35,000. This suggests that loan officers can promote loans to customers who satisfy the features above to increase loan amount.

Keyword: Credit Loans, Market analysis, Customer analysis

目次

第一章 緒 論
第一節 研究背景與動機---------------------------------------------------------1
第二節 研究目的------------------------------------------------------------------2
第二章 文獻探討
第一節 生活型態------------------------------------------------------------------3
第二節 消費者行為---------------------------------------------------------------5
第三節 消費者貸款--------------------------------------------------------------11
第三章 研究方法
第一節 資料來源-----------------------------------------------------------------14
第二節 研究對象-----------------------------------------------------------------14
第三節 研究工具-----------------------------------------------------------------14
第四節 分析方法-----------------------------------------------------------------14
第五節 研究架構-----------------------------------------------------------------15
第四章 研究結果
第一節 描述性統計--------------------------------------------------------------16
第二節 貸款客戶背景與貸款行為之相關分析-----------------------------19
第三節 貸款客戶背景與貸款用途相關分析--------------------------------30
第五章 結論與建議
第一節 結論-----------------------------------------------------------------------35
第二節 建議-----------------------------------------------------------------------36
參考文獻--------------------------------------------------------------------------------37

附錄
問券----------------------------------------------------------------------------------40


表目錄

表1 貸款客戶背景----------------------------------------------------------------16
表2 貸款目的次數統計表-------------------------------------------------------19
表3 基本背景變項對貸款金額需求相關分析-------------------------------20
表4 基本背景變項對投資理財相關分析-------------------------------------23
表5 基本背景變項對消費支出相關分析-------------------------------------27
表6 貸款用途次數統計表-------------------------------------------------------31
表7 基本背景變項對利率較低及額度較大之次數統計表----------------32


圖目錄

圖1 研究架構-----------------------------------------------------------------------15

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