銀行通路行銷與業務產能提昇個案研討

Case study for channel marketing and productivity inhancement in banking

江瑞棋(Jui-Chi Chinag)

指導教授 ： 李伯謙

元智大學/管理學院/管理碩士在職專班/碩士(2012年)

摘要

本論文研究非金控體系之個案銀行在歷經雙卡風暴、金融海嘯等巨變下及法令監理之限制與金控公司環伺之市場中，透過變革管理調整組織及發展策略，積極與異業策略結盟，以市場區隔、客戶區隔找尋差異化之新契機，藉以提昇品牌知名度與影響力，開闢另一種經營型態及核心競爭能力。研究架構係透過五力分析與SWOT分析規劃出經營之策略地圖。藉由組織與產品之變革，增加產品互補性，擴大通路觸角與產品多元化來提昇業務產能，尋找創新之經營模式，創造分眾市場之客戶需求進而發揮3C之效益1.交叉銷售(Cross selling )2.降低成本(Cost saving)3.資本運用效率化(Capital efficiency)

關鍵字

銀行通路行銷

並列摘要

In this thesis, the case of non-financial holding system bank after dual-card crisis, the financial tsunami changes in the market restrictions and financial holding company of the Act the Commissioner of camouflage, to adjust the organization through change management and development strategy, actively cross-sector strategyalliances, market segmentation, customer segmentation to find the difference of the new opportunity to increase brand awareness and influence, to open up another business patterns and core competitiveness. Research framework through the Five Forces Analysis and SWOT analysis and planning business strategy map. By the change of the organization and products, increase product complementary to each other, expand the path antennae and product diversification to improve the business capacity to find innovative business model to create customer segment of the market demand and thus play a 3C of the effectiveness of a cross-selling (Cross selling ) reduce costs (cost saving) the use of capital efficiency of (capital efficiency)

並列關鍵字

cross selling

參考文獻

金融業務統計輯要

個案銀行行銷企劃內部統計資訊