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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/63878

    Title: 整合式服務行銷之研究—以C銀行薪資轉帳業務為例
    Authors: 廖東圳;Liao,Tung-chung
    Contributors: 管理學院高階主管企管碩士班
    Keywords: 整合式服務行銷;綜效;薪資轉帳;關鍵成功因素;Integrated Service Marketing;KSF;Payroll Transfer Account;Synergy
    Date: 2009-06-29
    Issue Date: 2014-05-08 15:35:11 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 薪資轉帳業務,在銀行間有不同的定位,常因定位不同,其行銷策略也不同。
    ;There is different positioning for the business of Payroll Transfer Account between banks, and they usually have different Marketing strategies by the difference of positioning. C banking has positioned the business of Payroll Transfer Account as the role of locomotive engine within retail banking business; in addition, it also presents the program of Integrated Payroll Service to provide total-solution service for its customers. Due to its Marketing Strategy, which brings both large-amount and high-quality stable salary level, C banking can attain the goal of synergy through effective management.
     However, there are still some problems to need solving in C banking if it further promotes its market share in the market of Payroll Transfer Account. Hence, the study explores the relative data of Integrated Service Marketing, and induces the KSF of business of Payroll Transfer Account by comparing analysis for the differentiation of managing model of Payroll Transfer Account between three banks, C, E, F; at the same time, C banking can improve the business of Payroll Transfer Account as an important reference in the future.
     The study has some important conclusions as follows:
    1.Working together brings efficient integration to win customers.
    2.Renew to think the appraisal of Payroll customers.
    3.Set up Marketing Strategy by customers’ orientation.
    4.Set up the value of brand.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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