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| Title: | 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 |
| Authors: | 李盈蒨
Lee, Ying-Chien |
| Contributors: | 巫立宇
Wu, Lei-Yu
李盈蒨
Lee, Ying-Chien |
| Keywords: | 數位
銀行業
副品牌
網路
轉變
Digital
Banking
Sub-brand
Internet
Transformation |
| Date: | 2018 |
| Issue Date: | 2018-07-27 12:02:36 (UTC+8) |
| Abstract: | 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. |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
104933008 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0104933008 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.IMBA.032.2018.F08 |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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