Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/159030
|
| Title: | 銀行整併下的客群異質性與行銷策略重構：以 A 銀行併購 B 銀行消費金融業務為例
Customer Heterogeneity and Marketing Strategy Reconfiguration in Bank Mergers: A Case Study of Bank A’s Acquisition of Bank B’s Consumer Business Group |
| Authors: | 周怡伶
Chou, Yi-Ling |
| Contributors: | 周冠男
梁嘉紋
周怡伶
Chou, Yi-Ling |
| Keywords: | 金融併購整合
客群異質性
語調行銷
交叉銷售困境
生成式AI
CLV模型
Banking M&A
Customer heterogeneity
Tone marketing
Cross-selling challenges
Generative AI
CLV |
| Date: | 2025 |
| Issue Date: | 2025-09-01 14:47:19 (UTC+8) |
| Abstract: | 本研究聚焦於台灣銀行業併購情境下所產生的客群異質性問題，並探討其對交叉銷售推動、顧客關係重建與行銷策略重整所帶來的挑戰與回應機會。以數位導向為核心的 A 銀行併購長期強調關係經營的 B 銀行之消費金融業務為個案，透過雙方在品牌定位、客群結構、互動習慣與語言風格上的差異，觀察併購後整合過程中所暴露的行銷斷裂與品牌信任轉移障礙。
本研究採用 STP 行銷模型與 CLV（顧客終身價值）理論進行顧客再分群與價值排序分析，並結合生成式 AI 與 CRM 工具於語調設計、互動節奏預測與話術優化之應用。研究指出，併購雖有助於資源整合與市場擴張，惟若未妥善處理客群間語言適配與服務認知差異，將造成品牌信任斷裂、交叉銷售中斷與高價值客戶流失等問題。
為回應上述挑戰，本文提出三項模組化行銷策略設計：一、語調雙軌話術模組；二、互動節奏預測模組；三、信任轉移與角色敘事模組。透過策略模組整合，A 銀行得以在承接異質客群過程中，兼顧高資產客戶穩定與行銷邏輯一致性，重建客群信任與品牌互動節奏。
最後，本文亦針對數位行銷技術於併購情境中的應用限制提出反思，並提出未來金融整合過程中導入模組化 AI 架構之策略建議，期望為學術與實務提供兼具理論與操作可行性的參考依據。
This study explores the challenges of customer heterogeneity following a bank merger in Taiwan, focusing on its impact on cross-selling, customer relationship rebuilding, and marketing strategy adjustment. Using the case of Bank A, a digital-driven institution, acquiring Bank B, which emphasizes relationship-based services, the research highlights issues arising from differences in brand positioning, customer profiles, communication styles, and interaction habits.
Applying the STP marketing model and Customer Lifetime Value (CLV) framework, the study re-segments customers and analyzes value distribution. It also integrates generative AI and CRM tools to optimize communication tone, interaction timing, and sales scripts. Results show that while M&As support resource integration and market growth, they can also cause trust loss, sales disruption, and high-value customer attrition if customer differences are not properly managed.
To address this, three modular marketing strategies are proposed: (1) dual-tone messaging, (2) interaction rhythm prediction, and (3) trust transfer through narrative design. These help Bank A maintain consistency and rebuild trust across diverse customer groups.
The study concludes with reflections on the limits of digital tools in M&A scenarios and suggests modular AI strategies for future financial integrations, offering insights for both theory and practice. |
| Reference: | 1.Kamakura, W. A., & Wedel, M. (2000). Market segmentation: Conceptual and methodological foundations. Springer Science & Business Media.
卡瑪庫拉、韋德爾（2000）。《市場區隔：概念與方法基礎》。斯普林格出版。
2.Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. (2007). The effect of relational constructs on customer referrals and number of services purchased. International Journal of Research in Marketing, 24(4), 371–383.
費羅霍夫、法蘭西斯、霍克斯特拉（2007）。「關係構面對顧客推薦與購買服務數量的影響」。載於《國際行銷研究期刊》，24(4)，371–383。
3.Li, X., Zhang, W., & Wang, S. (2021). The moderating role of customer orientation in AI-enabled customer service. Journal of Service Research, 24(2), 180–195.
李翔、張偉、王珊（2021）。「人工智慧客服中顧客導向的調節作用」。載於《服務研究期刊》，24(2)，180–195。
4.Kervyn, N., Fiske, S. T., & Malone, C. (2012). Brands as intentional agents framework: How perceived intentions and ability can map brand perception. Journal of Consumer Psychology, 22(2), 166–176.
克文、費斯克、馬隆（2012）。「品牌作為意圖代理框架：意圖與能力如何形塑品牌認知」。載於《消費者心理學期刊》，22(2)，166–176。
5.Sterne, J. (2017). Artificial Intelligence for Marketing: Practical Applications. Wiley.
史特恩（2017）。《人工智慧行銷實務應用》。Wiley 出版社。
6.A銀行（2023）。《Portfolio Analysis》內部報告。（未公開資料） |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
112932134 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112932134 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 213401.pdf | | 1138Kb | Adobe PDF | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
