整合式服務行銷之研究—以C銀行薪資轉帳業務為例

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题名:	整合式服務行銷之研究—以C銀行薪資轉帳業務為例
作者:	廖東圳;Liao,Tung-chung
贡献者:	管理學院高階主管企管碩士班
关键词:	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
日期:	2009-06-29
上传时间:	2014-05-08 15:35:11 (UTC+8)
出版者:	國立中央大學
摘要:	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。 C銀行把薪資轉帳定位為:個人金融業務火車頭的角色。並提出整合式撥薪服務的方案，藉以提供顧客全方位的服務。其行銷策略，為公司帶來量大質優的上班族客群;進而透過有效的經營，達到發揮「綜效」的目的。然而，C銀行要進一步提高其在薪轉市場的佔有率，仍然有一些問題尚待解決，因此，本研究探討了整合式服務行銷之相關文獻，並且利用C、E、F三家銀行薪資轉帳業務經營模式的差異化，做比較分析，藉此整理歸納出薪資轉帳業務的關鍵成功因素，同時提供C銀行做為薪資轉帳業務改善的重要參考依據。本研究重要結論如下: 1.分工帶來效率，整合贏得顧客。 2.重新思考撥薪客戶的評價。 3.訂定以顧客導向的行銷策略。 4.建立品牌價值。 ;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.
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