| dc.description.abstract | Abstract
Facing the high competition in banking industry, commercial banks in Taiwan have realized that an efficient marketing strategy is far more useful than a price war. To implement a customer-oriented marketing strategy, banks need to attract new customers and keep existing customer satisfied and loyal. Small and medium enterprises Small and Medium-sized Enterprises (SMEs) in Taiwan are famous for their activeness and flexibility for finding new business opportunities. SMEs therefore are considered as the main contributors to Taiwan′s economic growth. Developing a quality marketing strategy is therefore important for the banks to meet the various needs of SMEs.
In this study we use the case study method and analyzes the banks that provide services to SMEs. Issues covered in this study ranges from STP (Segmentation, Market Targeting, Positioning) marketing strategy, marketing mix 4P (product, price, place, promotion),and customer relationship management. We observe that in general Taiwan′s banks have provided high quality services to their SME customers. Banks maintain a customer relationship management system in order to meet their customers’ needs in a timely and efficient manner. With such effort, banks are able to retain their important customers and create a win-win situation for both their customers and themselves.
Two cases are selected for an in-depth investigation. We found that the banks considered in these cases adopt appropriate marketing strategies in order to understand the demands of their target customers. By focusing on customer relationship management, the case banks are able to achieve satisfactory performance.
The conclusions of this study can be summarized as follows: (1) A clear customer relationship management strategy is highly valuable. (2) Banks need to provide a full range of financial services and products to SMEs. (3) Innovative financial products are useful in solving the problem of high market homogeneity. (4) Banks need to have a good planning for their services. (5) It is important for the banks to improve customer satisfaction and loyalty through managing customer relationship.
A number of advices also are in order for the banks who wish to serve SMEs in Taiwan. First, a large variety of products is important. To save costs, SMEs prefer to purchase all needed products in the same bank. Second, a focused marketing strategy is mutually beneficial to both banks and customers. Banks can consider focusing on a target market segment or area in order to cater to their target companies. Lastly, to compete in an integrated market, banks need to work with companies in different sectors and provide a full range of quality services.
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