分析型客戶關係管理 於台灣消費性金融市場之應用變革

The evolution of the application of Analytical CRM A case study of Consumer banking business in Taiwan

吳啟光(Jay Wu)

指導教授 ： 趙義隆

國立臺灣大學/管理學院/國際企業學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.01081

摘要

國內銀行早已呈現超飽和狀態。一旦某銀行推出可獲利的新產品，跟隨者必蜂擁而至、競相抄襲，導致整體平均獲利下降。對此現象，大家認為快速的解決方案是客戶關係管理或分析型客戶關係管理；即使如此，各銀行仍面臨一些問題:

關鍵字

分析型客戶關係管理

並列摘要

This is an over-banking environment in Taiwan. As long as a bank initiated a new product and generated some profit, there are definitely a lot of followers to copy the product and decrease average profit level for the product. The quick solution is Customer Relationship Management or plus Analytical in the front. Even though, there are still some issues in such case:
How can a bank choose to enter a market?
How can a bank develop the sustainable competence and maintain competitive advantage?
This research is trying to answer these questions through detail study about related articles and case studies for 2 local banks.
After research, we found following conclusion:

並列關鍵字

CRM ； banking ； Analytical ； Business Intelligence

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