政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/118949
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113303/144284 (79%)
造访人次 : 50804015      在线人数 : 768
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/118949


    题名: 台灣數位銀行副品牌之行銷策略分析 -以H銀行為例
    Strategic Marketing Analysis on Sub-brand of Digital Banking in Taiwan
    作者: 李盈蒨
    Lee, Ying-Chien
    贡献者: 巫立宇
    Wu, Lei-Yu
    李盈蒨
    Lee, Ying-Chien
    关键词: 數位
    銀行業
    副品牌
    網路
    轉變
    Digital
    Banking
    Sub-brand
    Internet
    Transformation
    日期: 2018
    上传时间: 2018-07-27 12:02:36 (UTC+8)
    摘要: With the rise of FinTech, digital banking becomes one of the popular trends to the banking industry, no matter in Taiwan and other markets. Banking is no longer somewhere they go, but something they do. Especially for young people, they prefer using internet and mobile services whenever and wherever they want. Retail banking develop simple and convenient services and products, aims to meet customers’ needs and solve their pain points. Some of the retail banking in Taiwan even launched new digital sub-branding to access potential customers. The research was focused on a digital branding of Bank H which was one of the pioneers to launch the sub-branding of retail banking in Taiwan.
    By use of single case study via 4C framework of strategic marketing analysis, it was found that Bank H did not effectively cut down the explicit and implicit costs while first launched the services. However, Bank H gained valuable lessons from experience and make transformation. Bank H took various actions to decrease the cost of utility, cost of information search and moral hazard; meanwhile, it tried to keep the cost of asset specify to retain customers. It was also found that building the exclusive products attributes and linkage to product core value can help Bank H remain competitive in the long run.
    參考文獻: ChiouJyh-Shen. (2014). Strategic Marketing Analysis: Framework and Practical Applications. Best-wise Publishing Co.
    CoaseRonald. (1937). The Nature of the Firm. Economics 4 (16), 386-405.
    CreswellJ.W. (1998). Qualitative Inquiry and Research Design: Choosing among Five Tradition Thousand Oaks. CA: Sage.
    EisenhardtK.M. (1989). Building Theories from Case Study Research. The Academy of Management Review, Vol. 14, No.4, 頁532-550.
    EverettM. Rogers. (1976). New Product Adoption and Diffusion . Journal of Consumer Research, Volume 2, Issue 4,, 290-301.
    KingBrett. (2012). Bank 3.0: Why banking is no longer somewhere you go but something you do.
    PettyR.E., Cacioppo J.T., KaoC.F, & RodriguezR. (1986). Central and Peripheral Routes to Persuasion: An Individual Difference Perspective. Journal of personality and Social Psychology, 51(5), 1032-1043.
    PettyR.E., CacioppoJ.T., & MorrisK.J. (1983). Effects of Need for Cognition on Message Evaluation , Recall, and Persuasion. Journal of personality and Social Psychology, 45(4), 805-818.
    SchrammWilbur. (1971). Notes on Case Studies of Instructional Media Projects.
    StakeR.E. (1995). The Art of Case Study Research. Thousand Oaks, CA: Sage.
    WilliamsonE.O. . Market and Hierarchies: Analysis and Anti-trust Implication. NY: The Free Press.
    WilliamsonO.E. (1985). The Economic Institution of Capitalism. The Free Press, New York.
    39
    YinR.K. (2009). Case study research: Design and methods (4th ed.). Thousand Oaks, CA: Sage.
    描述: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    104933008
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0104933008
    数据类型: thesis
    DOI: 10.6814/THE.NCCU.IMBA.032.2018.F08
    显示于类别:[國際經營管理英語碩士學程IMBA] 學位論文

    文件中的档案:

    没有与此文件相关的档案.



    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈