摘要
近年以來，由於全球經濟環境的快速變遷，使得台灣企業的經營日趨嚴峻。相對的，金融產業也面臨嚴峻的挑戰，台灣政府則適時地通過與實施相關法令予以因應。然而，國內金融市場經營生態也正因金融控股相關法令的變動而產生結構性變化。銀行業在面臨競爭激烈的環境之下，經營策略遠比在產品或價格上進行惡性競爭來得有用，銀行應該了解整體環境的現況，並設法獲得新顧客及維持舊有顧客，並與顧客維繫良好關係，以達到永續經營之目的。臺灣中小企業是經濟發展不可或缺的基石，企業金融業務更是銀行業務主要的成長動力之一，如何滿足中小企業多樣化的需求，已然成為企業金融重要的課題。 本研究採個案探討法，針對個案銀行經營的中小企業金融業務為主，觀察出臺灣銀行業者若要在中小企業市場中獲得顧客青睞，需先設法深入瞭解顧客需求，產品設計需以顧客導向為出發點，以滿足顧客需求，同時透過經營策略的配合，有效獲取、開發並留住最重要的顧客，創造銀行與顧客雙贏的局面。本研究進一步選擇兩個案例說明個案銀行如何開發顧客，並建立、維繫、擴大與延伸顧客關係，研究發現個案銀行在中小企業市場因為能提出維持良好的相互關係，符合目標客群的需求，努力的結果也反應在營運績效上。 茲將對個案銀行的研究結論摘要如下：在銀行部份，現有的趨勢與發展主要分為兩類，業務處理與資訊科技。在企業金融部份，積極調整放款結構品質、強化現金管理業務並持續進行業務平台之整合及提升。本研究亦建議個案銀行及其他有心經營中小企業客群的臺灣銀行業者，在經營策略上可朝以下方向精進：提升理財交易平台功能，開發國內第三方支付及跨境代收付服務，信用卡業務的擴展。在企業金融業務上建議未來努力方向如下：增加中小企業客戶比重，加強交易型融資業務的拓展，增加手續費收入來源。
並列摘要
Facing the high competition in banking industry, commercial banks in Taiwan have realized that an efficient business strategy is important. Banks need to attract new customers and keep existing customer satisfied and loyal. Small and Medium-sized Enterprises (SMEs) in Taiwan are famous for their activeness and flexibility for finding new business opportunities. SMEs therefore are considered as the main contributors to Taiwan's economic growth. Developing a quality business strategy is therefore important for the banks to meet the various needs of SMEs. In this study we use the case study method to analyze the banks that provide services to SMEs. We observe that in general Taiwan's banks have provided high quality services to their SME customers. Banks maintain a customer relationship management in order to meet their customers’ needs in a timely and efficient manner. With such effort, banks are able to retain their important customers and create a win-win situation for both their customers and themselves. Two cases are selected for an in-depth investigation. We found that the banks considered in these cases adopt appropriate marketing strategies in order to understand the demands of their target customers. By focusing on customer relationship management, the case of banks is able to achieve satisfactory performance. The conclusions of this study can be summarized as follows: In the banks, current trends and developments can be divided into two categories, Business process and information technology. In the corporate finance, it is important that actively adjust the loan structure quality, to strengthen cash management, and the ongoing integration of the service platform and upgrade. A number of advices also are in order for the banks who wish to serve SMEs in Taiwan. The advices of this study can be summarized as follows: In the banks, enhancing the function of financial trading platform, development of domestic and cross-border collection to third-party payment service, and extended credit card business. In the corporate finance, increasing the proportion of SME customers, strengthen transactional finance business expansion, and increase in fee income sources in the future.
參考文獻
延伸閱讀
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