專業銀行產業創新策略之研究－以台灣企銀太平分行為例

The Study of Innovation Strategy for Specialized bank -In Case of Taiping branch of Taiwan business bank

楊忠山(Jong-Shan Young)

指導教授 ： 楊智超

朝陽科技大學/管理學院/企業管理系/碩士(2011年)

摘要

銀行係屬服務業，隨著經濟環境的變化，目前台灣銀行業面臨著家數過多、商品同質性高、經濟規模太小等問題，造成銀行經營不易與逾放偏高。在兩岸後ECFA時代隨著大陸市場的開放，陸續有些金融機構到大陸設立分行或辦事處，金融業正值蓬勃發展的黃金十年，也意味著陸資銀行將加入競爭。因此為了因應多樣化顧客的需求及強調個案銀行經營差異化，本研究將鎖定專業銀行為研究對象，進行創新差異化策略的研究。
由於消費者自我意識的提升，如何創造銀行業差異化與獨特性來提高顧客滿意度，即為本研究重點。因此，本研究將著重於銀行如何創造差異化，並應用於行銷策略中，再透過問卷調查進行分析與探討，使得研究結果可提供企業在創新行銷策略之參考並提高競爭力。
本研究實證結果如下：
1.產業創新策略分析適用於個案銀行，透過分析可找出產業關鍵成功要素，並提供創新行銷策略參考，提升個案銀行競爭優勢。
2.藉由產業創新策略分析，找出個案銀行優勢與劣勢，進而提供改進與建議，以做為個案銀行未來經營之參考。

關鍵字

專業銀行 ； 行銷策略 ； 產業關鍵成功要素 ； 銀行

並列摘要

Banking is a service industry, as economic environment changing dramatically in Taiwan; the banking industry is facing fierce competition, too many banking companies, high homogeneity, the economical scale is too narrow, etc. resulting tough banking management and high overdue loan rate.
After ECFA, both side of mainland China and Taiwan opening banking market. In order to gain opportunities and win outside competitors, bank managers must focus on customers needs and emphasize differential service. The case of this specialized bank needs more innovation and diversified strategy.
How to create differences and uniqueness of this bank through marketing strategy to improve employees and customers’ satisfaction are main efforts for this study. The study took questionnaires approach to analyze and discuss, finding out research outcomes and making suggestions.
The empirical results are as follows:
1.The industrial innovation strategy analysis is suitable for the case bank; the analysis can identify the key success factors, providing marketing strategies, promoting the competitive advantage of this bank.
2.This strategy analysis can identify the strengths and weakness of the bank, providing recommendations in improving banking operation.

並列關鍵字

bank ； specialized bank ； industry key success factors ； marketing strategies

參考文獻

[1] Abernathy, W. J., & Clark, K. B. (1985).Innovation: Mapping the winds of creative destruction. Research Policy, 14(1), 3-22

[2] Aaker D. A.(1989). Managing Assets and Skills: The Key to a Sustainable Competitive Advantage. California Management Review. Winter, 91-106.

[5] Brockh. off, K., & Chakrabarti, A. K. (1988). R & D / Marketing Linkage & Innovation Strategy：Some West German Experience. IEEE Transactions on Engineering Management, 35(3), 167-174.

Service Marketing, Chicago, IL: American Marketing

[7] Carman, J.M., & Kenneth, P. (1973), Marketing Principles and Methods. 7th ed, Richard D. Irwin Inc.