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    政大機構典藏 > 商學院 > 財務管理學系 > 學位論文 >  Item 140.119/30960


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/30960


    題名: 線上一對一行銷於銀行業的應用: 以ABC銀行為例
    The Application of Online 1-to-1 Marketing into the Banking Industry: Case Study of ABC Bank
    作者: 柯宇峰
    貢獻者: 林基煌
    Lin, Chi-Huang
    柯宇峰
    關鍵詞: 一對一行銷
    日期: 2005
    上傳時間: 2009-09-14
    摘要: 每個人對不同的事務、產品及服務都有不同的偏好。這種差異在擁有眾多客戶的銀行業上所造成的影響尤為深遠，特別是對大部份無法充分運用客戶資訊技術以提升服務品質的銀行而言，滿足不同客戶眾多及複雜的需求，已成為目前經營銀行的重大挑戰。所幸，在網際網路日益普及網路科技日益發達的情況下，在網路銀行上提升客戶服務，已遠較以往容易，而有越來越多的人透過網路與銀行互動，也讓提升網路銀行的服務更形重要。銀行要提升客戶的服務品質，需仰賴大量的客戶分析了解客戶，並藉由對不同客戶或客群提供有效服務，來提高成交率，同時創造更多交叉銷售的機會，最終達到整體業績的提升。為達此目的，在網際網路上透過完整客戶行為分析以達到精確的客群行銷的概念及實踐，將成為未來銀行發展必須正視的重要課題。銀行若能有效針對客戶在不同時點的需求做更完整的掌握及更即時的回應，客戶經營將變得更容易，將完善的客戶服務有效轉化成實際業績的目標將不再遙不可及。
    Everyone wants and likes different things, both on an aesthetic level and on a product and service level. This will prove to be a serious challenge for most traditional financial institutions in particular, as many of their data gathering and analytical technologies and marketing initiative technologies behind of those advanced ones. Fortunately, the recent development of Internet seemed to provide a perfect environment for the banks to achieve such a goal in a much easier way. Also, with the increasing popularity of Internet, Internet banking has become more important than ever and understanding customers has become easier than ever. It is understandable that making the most of consumer information is the key to effective cross-selling, mass customization, and market segmentation. Consumer finance companies/banks need sophisticated online analytical tools and 1-to-1 marketing technology and automation systems (or target marketing solution) to gather, store, analyze, and deliver the right information to right personnel of organization at the right time and setting. Armed with better information, banks can increase per-customer revenue more effectively by cross-selling additional products and services, collecting delinquent accounts, and developing valuable new products and services to sell.
    參考文獻: 1.Abram, Hawkes plc., “Relationship Marketing in the Financial Services Industry”, Abram, Hawkes plc, (April 5, 1995)
    2.Balabanovic, M., and Shoham, Y., 1997, “Content-Based, Collaborative Recommendation,” Communications of the ACM, Vol. 40, No.3, pp.66-72
    3.Chan-Olmsted, Sylvia M., “Branding and internet marketing in the age of digital media. (Book Review) “Journal of Broadcasting & Electronic Media, Broadcast Education Association, (December 1, 2002)
    4.Conference on Management of Data, ACM Press, Montreal, Canada, pp. 1-12.
    5.Crainer, Stuart., “Marketing in the digital age. (One-On-One).(marketing professor and author Philip Kotler) (Interview) “ New Zealand Marketing Magazine, (March 1, 2003)
    6.“Digigram/Digital Marketing From Distribution Partnership” , an article from Multimedia Publisher, (February 1, 2000 )
    7.Godin, Selth., “Permission Marketing”, Simon & Schuster, (1999)
    8.Merrill Lynch., “Economic Globalization and Culture-a discussion with Dr. Francis Fukuyama”, Merrill Lynch Forum, New York, (June 1998)
    9.Nachman, Jerri Lyne., “Direct-To-Web Site Digital Marketing” San Diego Business Journal, (January 29, 2001)
    10.Nordstrom, Kjell & Ridderstrale, Jonas., “Funky Business”, Prentice Hall, (1999)
    11.Peppers, Don. & Rogers, Martha., “The One to One Future”, Piakus, London (Pbk), (1994)
    12.Peppers, Don. & Rogers, Martha., “Enterprise One to One”, Currency, New York, (1997)
    13.Peppers, Don. & Rogers, Martha., “ The One to One Fieldbook: The Complete Toolkit For Implementing a 1 to 1 Marketing Program” , (1999)
    14.Pine II, B. Joseph. & Gilmore, James H., “ Markets of One-Creating Customer-Unique Value through Mass Customization”, Harvard Business School Press, Boston, Mass., (2000)
    15.Perkowitz, M., and Etzioni, O., 2000, “Adaptive Web Sites,” Communications of the ACM, Vol. 43, No.8, pp.152-158.
    16.Pine II, B. Joseph., Peppers D. & Rogers M., “Do You Want to Keep Your Customers Forever?”, Harvard Business Review, (March-April 1995), pp.103-114
    17.Rowan, Will., “Digital Marketing” , Kogan Page , (February 15, 2002)
    18.Schrage, Michael., “The Relationship Revolution (White paper)”, Merrill Lynch Forum, New York, (March 1997)
    19.Srikant, R., and Agrawal, R., 1996, “Mining Quantitative Association Rules in Large Relational Tables,” Proceedings of the 1996 ACM SIGMOD International
    20.Tao, F., and Muragh, F., 2000, “Towards Knowledge Discovery from WWW Log Data,” Proceedings of International Converence on Information Technology: Coding and Computing, Las Vegas, USA, pp. 302-307
    21.Taylor, Catharine., “ Leading Advertising Industry Expert Named to Head Content Development for New Digital Marketing Conference” ,Business Wire, (February 14, 2005)
    22.Urban, Glen., “Digital Marketing Strategy: Text and Cases”, Prentice Hall , (June 26, 2003)
    23.“Where Next For Loyalty Programmes?”, Through the Loop-MarketLoop 1998, Through the Loop Consulting Ltd, (June 1998)
    24.Wind, Jerry. & Mahajan, Vijay., “Digital Marketing : Global Strategies from the World’s Leading Experts”, John Wiley & Sons, Inc. , (2001)
    25.Wijsen, J., and Meersmen, R., 1998, “On the Complexity of Mining Quantitative Association Rules,” Data Mining and Knowledge Discovery, Vol.2, No.3, pp.263-281.
    描述: 碩士
    國立政治大學
    財務管理研究所
    89932124
    94
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0089932124
    資料類型: thesis
    顯示於類別:[財務管理學系] 學位論文

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