顧客關係管理與整合行銷傳播之互動關係研究─以台灣金融控股公司為例

Integrated Marketing Communication in Customer Relations Management--Financial Holdings Cases in Taiwan

何宛芸(Wan-Yun Ho)

指導教授 ： 林淑瓊

大同大學/經營設計學院/資訊經營學系所/碩士(2010年)

摘要

With the global financial service liberalization, progress in information technology and media, the global financial environment has been changing a lot. Many financial institutions have established the financial holding companies to upgrade their competitiveness. For companies more understand customers’ consumption habits and behaviors, customer relationship management (CRM) is comprehensively used in the financial industry. Yet, there are few documentary studies about financial holdings using customer relationship management in integrated marketing communication. This paper shows the influence of CRM and integrated marketing communication on the financial holdings. The results indicate that the external environment and the company cost strategy will affect the organization introducing CRM. The CRM management practice is the basis of integrate service marketing communication (ISMC). Importing CRM, the companies have to integrate the resources ,the service process ,the sectoral cooperation and support within the organization, then reengineer them to remove the conflict of sectoral service process and reduce unnecessary resource-reusing to avoid wasting resources. The results of this study provide useful suggestions and references to financial companies, so that they can have advantage in the vehemently competitive financial markets.

關鍵字

金控公司 ； 顧客關係管理 ； 整合服務行銷傳播 ； 顧客服務價值

並列摘要

With the global financial service liberalization, progress in information technology and media, the global financial environment has been changing a lot. Many financial institutions have established the financial holding companies to upgrade their competitiveness. For companies more understand customers’ consumption habits and behaviors, customer relationship management (CRM) is comprehensively used in the financial industry. Yet, there are few documentary studies about financial holdings using customer relationship management in integrated marketing communication. This paper shows the influence of CRM and integrated marketing communication on the financial holdings. The results indicate that the external environment and the company cost strategy will affect the organization introducing CRM. The CRM management practice is the basis of integrate service marketing communication (ISMC). Importing CRM, the companies have to integrate the resources ,the service process ,the sectoral cooperation and support within the organization, then reengineer them to remove the conflict of sectoral service process and reduce unnecessary resource-reusing to avoid wasting resources. The results of this study provide useful suggestions and references to financial companies, so that they can have advantage in the vehemently competitive financial markets.

並列關鍵字

Integrate marketing service communication ； Customer relationship management ； Financial holding company ； Customer service value

參考文獻

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