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Title:	數位行銷協助金融產品策略建立：以國泰世華CUBE信用卡為例 Digital Marketing Assistance in Financial Product Strategy Establishment: A Case Study of CUBE Credit Card of Cathay United Bank
Authors:	郭芷瑄 Kuo, Chih-Hsuan
Contributors:	陳冠儒 Chen, Kuan-Ju 郭芷瑄 Kuo, Chih-Hsuan
Keywords:	信用卡銀行業數位行銷數位金融軟體顧客關係管理 Credit cards Banking industry Digital marketing Customer relationship management
Date:	2024
Issue Date:	2024-08-05 12:15:08 (UTC+8)
Abstract:	台灣的銀行業競爭日益激烈，各銀行紛紛在個人金融領域投入大量資源，以吸引消費者的關注。據金融監督管理委員會統計的資料顯示，台灣民眾開立的數位存款帳戶即將達到2000萬，信用卡總流通量更高達5,885萬張，這意味著幾乎人人擁有數位存款帳戶，且持有超過一張信用卡。在如此競爭激烈的市場中，銀行必須學會如何與消費者建立良好的關係，以及如何持續與他們互動，這些都將成為銀行業的重要議題。本研究以 Chaffey 提出的 RACE 模型為理論基礎(Chaffey & Patron, 2012)，探討國泰世華銀行的 CUBE 信用卡如何透過與數位金融軟體 CUBE App 的整合，建立雙向互動的數位行銷模式。本研究透過分析國泰世華銀行及其客戶雙方的觀點，深入探討銀行方如何深入了解客戶需求，並根據觀察和蒐集的資料制定客戶導向的廣告模式，以有吸引力的廣告促使客戶持續與國泰世華品牌互動。此外，本研究以Blumler提出的「主動閱聽者」角度探討客戶可以從國泰世華銀行提供的資訊和服務所得到的各種價值(Blumber, 1974)，以及客戶購買與決策動機的產生。本研究的主要貢獻在於提供銀行業或其他需要數位行銷的企業更深入的分析。通過研究國泰世華銀行與客戶的互動方式，其他銀行或企業可參考其經營模式及產品整合所帶來的正面效果，並納入創新想法和客戶導向元素，以提升行銷效果並加強客戶關係管理模式。 Since Competition within Taiwan's banking industry is on the rise, the trend has compelled banks to allocate significant resources to attract consumer attention in the realm of personal finance. With the imminent milestone of 20 million digital deposit accounts and a substantial circulation of 58.85 million credit cards, nearly every individual in Taiwan possesses a digital deposit account and holds more than one credit card. In this fiercely competitive market, banks face the crucial challenge of establishing and maintaining meaningful relationships with customers, making it a central issue in the industry. Referring to Chaffey's (2012) RACE model as the main theoretical framework This study delves into how Cathay United Bank integrates its CUBE credit card with the CUBE App to develop a two-way digital marketing model. By attaining perspectives from both the bank and its customers, the research explores how customer-oriented marketing communication strategies help the nurturing of continuous interaction with the Cathay United bank. Furthermore, it examines the various value customers derived from the bank's offerings, including information and service, drawing on Blumler's (1974) concept of the "Active Audience". This research aims to provide insights into the banking industry and other enterprises seeking to enhance the implementation of digital marketing programs and the leverage of customer relationship management.
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Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 111363087
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111363087
Data Type:	thesis
Appears in Collections:	[MBA Program] Theses

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