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| Title: | 擄獲Z世代的心 – 銀行使用社群媒體之行銷傳播策略分析
Capturing the Hearts of Generation Z – An Analysis of Banks' Marketing Communication Strategies on Social Media |
| Authors: | 蔡宜真
Tsai, Yi-Chen |
| Contributors: | 蘇蘅
Su, Herng
蔡宜真
Tsai, Yi-Chen |
| Keywords: | 銀行
社群媒體
Z世代
行銷傳播策略
數位行銷
數位金融
Banks
Social Media
Generation Z
Marketing Communication Strategies
Digital Marketing
Digital Finance |
| Date: | 2025 |
| Issue Date: | 2025-03-03 13:52:47 (UTC+8) |
| Abstract: | 台灣銀行家數多且競爭激烈，存在Overbanking的問題，為爭取經濟能力、理財及儲蓄需求皆逐步提升的Z世代，並在Z世代還沒有固定來往的銀行時爭取成為其首選銀行，故台灣銀行業者積極以社群媒體接觸Z世代。本研究旨在了解現銀行經營眾多數位行銷通路時，社群媒體之於其銀行行銷傳播的角色為何，且銀行如何制定在社群媒體與Z世代溝通的策略。
研究採用深度訪談法及問卷調查法。於深度訪談分別訪問六名銀行小編及主管，並透過網路問卷（N=247），探究Z世代對於銀行社群媒體之看法及期待後，有如下重要發現：
1.銀行經營社群時，對Z世代三大溝通策略皆為精、快、優，分別為資訊精要、資訊及服務夠快、優惠導向。
2.依據銀行於社群媒體可追蹤之最終指標，銀行社群管理單位會設定對應的業務目標，故銀行技術部門的投入程度高度影響社群經營策略。
3.公股銀行重視以社群媒體擴大能觸及到的新客戶，藉此提升品牌的曝光度與知名度；而民營銀行則更重視透過社群媒體理解客戶需求、優化服務體驗，並吸引特定的潛力客群如Z世代成為品牌擁護者。
4.銀行需要把專家語言轉換成日常用語，於社群經營中落實「去專業化」的策略，將專業的金融概念轉換為易懂的圖解、影片和故事化內容，才能優化溝通效率。
本研究以社群媒體為媒介，通過「銀行 - Z世代 - 社群媒體」的交互關係，為行銷理論的發展提供了新的視角。透過訪談銀行內部經營社群人員，以了解銀行自社群經營策略決策面，到實際執行的實際狀況，且佐以實際針對Z世代進行的問卷調查進行相互印證，全盤了解銀行、Z世代、社群媒體三者之關聯及互動。此外，本研究也從銀行體制的面向去分析社群媒體在當代銀行業行銷策略中扮演的關鍵角色及重要性，以補足現有研究並未探查之方向，亦供數位金融產業、主管機關、或學校行銷相關課程授課參考。
Taiwan’s banking industry is highly competitive, with an excessive number of banks leading to over-banking. To attract Generation Z, whose financial capabilities, investment habits, and savings demands are growing, Taiwanese banks actively use social media to engage this demographic before they establish long-term banking relationships. This study explores the role of social media in bank marketing strategies, particularly how banks communicate with Generation Z while managing multiple digital channels.
Using in-depth interviews and survey methods, the study interviewed six bank social media managers and executives and conducted an online survey (N=247) to examine Generation Z’s perceptions and expectations of banks' social media presence. The key findings are:
1.Banks adopt three key communication strategies for Generation Z when managing social media: precision, speed, and value-added benefits, which include concise information, fast responses and services, and a strong emphasis on promotions.
2.Social media strategies are tied to measurable objectives, with investment from technology departments significantly shaping management approaches.
3.When managing social media, public banks focus on brand exposure and reaching new customers, while private banks emphasize understanding customer needs, optimizing services, and cultivating brand advocates among Generation Z.
4.Banks should implement a "deprofessionalization" strategy, simplifying financial jargon into infographics, videos, and storytelling for better communication on social media.
This study offers new marketing insights by analyzing the interaction between banks, Generation Z, and social media. Interviews with bank social media managers provide perspectives on strategy and execution, while surveys validate findings, creating a comprehensive view of their interactions. Additionally, this study examines social media’s role in modern banking marketing, addressing research gaps and offering valuable insights for the digital finance industry, regulators, and marketing education. |
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| Description: | 碩士
國立政治大學
傳播學院碩士在職專班
111941020 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111941020 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院碩士在職專班] 學位論文
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