中小企業整合式行銷之研究-以C銀行經營方式為例

中小企業是台灣經濟發展的重要推手，根據經濟部中小企業處所發布2020年中小企業白皮書資料顯示，中小企業家數占全體的比例為97.65%，就業人數占全部比例為78.73%。　　對於商業銀行而言，中小企業帶來大量的商機，舉凡企業主個人理財、企業存放款、收付款平台，以及因薪轉員工所衍生出的消費金融業務收益等，皆帶來各項可觀的貢獻。然而，目前金融機構業務競爭激烈，產品同質性高，要如何能成為尚未往來的中小企業首選銀行，以及提升已經往來的中小企業忠誠度，乃是銀行發展中小企業務最關注的重點。　　Ｃ銀行過往是以個人財富管理及消費金融服務在市場上見長，隨著各項業務發展在市場已趨於飽和，故需尋找新的獲利引擎，並活化過往僅經營存放款業務的中小企業。為了擴大中小企業業務基盤，Ｃ銀行從2016年開始，進行各業務單位整合，從顧客的角度出發，思考及推出各類中小企業不同時期所需的銀行服務，並從中搭配商品行銷，提升各單位經營綜效。　　綜上所述，本研究探討了中小企業各類行銷之相關文獻，並且利用C、M、U三家銀行中小企業業務經營模式的差異化，故比較分析，藉此整理歸納出中小企業忠誠度提升的關鍵成功因素，同時提供Ｃ銀行做為中小企業業務改善以及客戶經營的重要參考依據。

關鍵字

中小企業；整合式行銷；綜效

並列摘要

SMEs play an important role in Taiwan's economic development. According to the 2020 SME White Paper released by the SMEs Administration, Ministry of Economic Affairs, the proportion of SMEs in the total is 97.65%, and the proportion of SMEs employment is 78.73%. SMEs bring a lot of business opportunities for commercial banks, including the personal financial management, corporate deposits, fund collections, and the income from payroll. However, financial institutions are highly competitive nowadays, and the product homogeneity is high. Becoming the preferred bank for new SMEs and enhancing the loyalty of SMEs have been taken as a key issue for bank's development. In the past, C Bank was known for its personal wealth management and consumer financial services. As various business developments have become saturated in the market, it is necessary to find new profit-making engines and reactivate SMEs’ deposits. In order to expand the business of SMEs, in 2016 C Bank began to integrate various business units and launch the SMEs banking services and improve the synergy of each unit with product marketing. To sum up, the study analyzes a variety of SME marketing references, and uses the comparative analysis of the business models among C, M, and U banks. Finally, to summarize the key success factors of SME loyalty improvement and provide the suggestion to C Bank for the improvement of SME business and customer operations.