金控公司授信與整合行銷經營策略--以玉山金控(Smile金控)為例

Credit And Integrated Marketing Management Strategy In Financial Holding Company: A Case of E.SUN FHC

謝俊輝(Chun- Hui Hsieh)

指導教授 ： 鎮明常

國立中正大學/管理學院/企業管理學系/碩士(2015年)

摘要

政府於民國81年開放新銀行的設立，加速了台灣金融市場的競爭及發展。後續推動的金控法並成立金控公司及二次金改均是台灣銀行業發展過程的重大歷程。近二十年來銀行的業務發展更加多元化了，其業務不再是傳統的經營模式，更多元的資源及整合行銷業務發展，加速了金控(銀行)的獲利及銀行行員的職涯發展。本研究藉由個案分析玉山金控之授信及整合行銷經營策略，成功關鍵之因素及過程，並以個案金控授信及整合行銷、人力資源、企業文化、組織規模、海外發展等議題探討未來面臨的挑戰及機會。本研究歸納出以下個案金控及其授信、整合行銷經營策略結論：
(一).「心清如玉、義重如山」的企業文化。
(二).強大的執行力及變形蟲般的組織調整。
(三).紮實的人力資源培育及訓練。
(四).不分你我，整合行銷產生強大力量。
(五).行銷火車頭，授信部門執行力及整合力的展現。
(六)重視社會責任及良好的企業形象，獲得政府及民眾肯定。
關鍵字：金融控股公司、授信策略、整合行銷策略

關鍵字

整合行銷策略 ； 授信策略 ； 金融控股公司

並列摘要

In 1992, as the government opening up the establishment of the new bank, thus the result is accelerated competition and development of Taiwan's financial markets. Subsequently the government again performed the financial holding company Act, well as those the financial holding companies have been set up and started pushing the second financial reform for the development of Taiwan's banking industry which is a significant progress in the course.

The past two decades, the business development of bank is more diversified, regarding the business development, their business is no longer just the traditional business model, but has a more diverse resources and integrated marketing model, so also lead the financial holding (the bank) to accelerate their profitability and bank clerks changes in their own career development. The study with the case analysis of credit granting of E.Sun Financial Holding and the integration marketing of the successful key factors of business strategy and process, and using the case of credit granting of the financial holding and integrated marketing, with the issues such as human resources, corporate culture, organization scope and overseas development to explore the challenges and opportunities facing the future. The conclusions of this study are summarized as follows, the case of financial holding with credit granting and the business strategy of integrated marketing:

(一) “The heart as the clear jade, the loyalty as the heavy mountain”
regarding as the corporate culture.
(二) Strong execution and amoeba-like organizational alignment.
(三) Solid education and training of human resources.
(四) A powerful force generated by integrate marketing, regardless of you and I.
(五) Vanguard marketing, credit departments execution and integration of power
show.
(六) Attention to social responsibility and good corporate image, access to
government and the public affirmation.
Keywords: Financial Holding Company，The Credit Strategy，Integrated
Marketing Strategy

並列關鍵字

Integrated Marketing Strategy ； The Credit Strategy ； Financial Holding Company

參考文獻

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