Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24111
標題: 以價值鏈矩陣法分析小型商業銀行之行銷策略--以T商業銀行為例
The Value Chain Matrix Analysis of Marketing Strategy for Small Size Commercial Banks: Using T Commercial Bank As an Example
作者: 施靜紋
Shih, Ching-Wen
關鍵字: Value Chain
價值鏈
Matrix Analysis
Small Size Commercial Bank
Marketing Strategy
矩陣分析
小型商業銀行
行銷策略
出版社: 高階經理人碩士在職專班
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摘要: 本研究目的在以價值鏈矩陣法為分析工具,探討小型商業銀行之行銷策略。整體內容以理論文獻探討與個案分析為主,透過對業界各級從業人員作深度訪談蒐集各方意見,再彙整以價值鏈矩陣法探討在目前金融業競爭環境之下,小型商業銀行應如何發展行銷策略,以提供給經營者擬訂策略之參考。 本研究根據國內外文獻對競爭優勢、價值鏈模型、行銷策略作探討,針對個案銀行的內外部環境分析後,以資源、能力及競爭優勢為基礎,透過矩陣分析從策略面來尋找適當的行銷策略點。 本研究總計訪問五位內部高階主管、五位同業行銷業務主管、及三位與三家以上銀行往來之消費者,透過深度訪談十三位受訪者以蒐集各方意見,作為理論與實務結合之驗證。依據訪談及矩陣分析的結果,對於小型商業銀行(以個案銀行為例)提出以下建議: 1.重整產品線,推廣利基型商品。 2.實體通路為主,虛擬通路為輔,並搭配策略聯盟。 3.幫客戶創造價值,來取代價格競爭。 4.符合消費者需求作推廣促銷。 5.善用公共關係,發揮關係行銷效能。 6.培養專業人員與建立良好的績效評估制度並行。 7.風險管理是成功的關鍵。
The purpose of this study is to explore the marketing strategies for small commercial banks using the research method of value chain matrix analysis. This thesis mainly consists of theoretical literature and case study through in-depth interviews with all levels of practitioners in the industry. Opinions from all participants are collected and then synthesized by the value chain matrix method to investigate how small commercial banks should develop their marketing strategies under the competitive environment of financial industry in order to provide references for the managers to develop strategies. In this study, the analysis of internal and external environment for “T” commercial bank is explored according to the domestic and foreign literature on competitive advantages, value chain model and marketing strategy. Base on these resources, capabilities and competitive advantages, the appropriate marketing strategy is therefore figured out through the matrix analysis from the strategy perspective. Through in-depth interviews, the study collected suggestions form 13 respondents, including five internal executives, five industry marketing business executives, and three consumers who deal with three or more banks, to verify the combination of theory and practice. According to the results of interviews and matrix analysis for small commercial banks (using T commercial bank as an example), the paper proposes the following suggestions: 1.To restructure product lines and promote niche products. 2.To apply physical channel assisted with virtual channel along with strategic alliance. 3.To help customers create value instead of price competition. 4.Promotional activities should meet consumer demand. 5.Make good use of public relationship to enhance the effectiveness of relationship marketing. 6.To execute good training on professionals and to establish a good performance appraisal system in parallel. 7.Risk management is an important key success factor.
URI: http://hdl.handle.net/11455/24111
其他識別: U0005-0307201201031200
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0307201201031200
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