| dc.contributor.advisor | 巫立宇 | zh_TW |
| dc.contributor.advisor | Wu, Lei-Yu | en_US |
| dc.contributor.author (Authors) | 李盈蒨 | zh_TW |
| dc.contributor.author (Authors) | Lee, Ying-Chien | en_US |
| dc.creator (作者) | 李盈蒨 | zh_TW |
| dc.creator (作者) | Lee, Ying-Chien | en_US |
| dc.date (日期) | 2018 | en_US |
| dc.date.accessioned | 27-Jul-2018 12:02:36 (UTC+8) | - |
| dc.date.available | 27-Jul-2018 12:02:36 (UTC+8) | - |
| dc.date.issued (上傳時間) | 27-Jul-2018 12:02:36 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0104933008 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/118949 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 104933008 | zh_TW |
| dc.description.abstract (摘要) | With the rise of FinTech, digital banking becomes one of the popular trends to the banking industry, no matter in Taiwan and other markets. Banking is no longer somewhere they go, but something they do. Especially for young people, they prefer using internet and mobile services whenever and wherever they want. Retail banking develop simple and convenient services and products, aims to meet customers’ needs and solve their pain points. Some of the retail banking in Taiwan even launched new digital sub-branding to access potential customers. The research was focused on a digital branding of Bank H which was one of the pioneers to launch the sub-branding of retail banking in Taiwan.By use of single case study via 4C framework of strategic marketing analysis, it was found that Bank H did not effectively cut down the explicit and implicit costs while first launched the services. However, Bank H gained valuable lessons from experience and make transformation. Bank H took various actions to decrease the cost of utility, cost of information search and moral hazard; meanwhile, it tried to keep the cost of asset specify to retain customers. It was also found that building the exclusive products attributes and linkage to product core value can help Bank H remain competitive in the long run. | en_US |
| dc.description.tableofcontents | 1. Introduction ....11.1. Research motivation ..........11.2. Research purpose........21.3. Research process..........32. Literature review ............42.1. Transaction cost theory...........42.2. Cause of transaction cost .............52.2.1. Bounded rationality ............52.2.2. Opportunism...........52.2.3. Uncertainty and complexity ............62.2.4. Small Number Exchange ..........62.2.5. Frequency ...........62.2.6. Information impactedness ...........72.2.7. Atmosphere............72.3. Classification of transaction costs ...........7iii2.3.1. Search costs of information ..........72.3.2. Cost of negotiation .............82.3.3. Contract costs ...............82.3.4. Supervision and inspection costs..........82.3.5. Maladaptation costs ..............92.3.6. 4C framework of strategic marketing analysis ..........93. Research Method ...............164. Case background and introduction ...........194.1. Case background ..........195. Case analysis and suggestions...........295.1. The original state when first launched...........295.2. Successful elements of transformation.........325.3. Conclusion and suggestions .............36References............38 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0104933008 | en_US |
| dc.subject (關鍵詞) | 數位 | zh_TW |
| dc.subject (關鍵詞) | 銀行業 | zh_TW |
| dc.subject (關鍵詞) | 副品牌 | zh_TW |
| dc.subject (關鍵詞) | 網路 | zh_TW |
| dc.subject (關鍵詞) | 轉變 | zh_TW |
| dc.subject (關鍵詞) | Digital | en_US |
| dc.subject (關鍵詞) | Banking | en_US |
| dc.subject (關鍵詞) | Sub-brand | en_US |
| dc.subject (關鍵詞) | Internet | en_US |
| dc.subject (關鍵詞) | Transformation | en_US |
| dc.title (題名) | 台灣數位銀行副品牌之行銷策略分析 -以H銀行為例 | zh_TW |
| dc.title (題名) | Strategic Marketing Analysis on Sub-brand of Digital Banking in Taiwan | en_US |
| dc.type (資料類型) | thesis | en_US |
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| dc.identifier.doi (DOI) | 10.6814/THE.NCCU.IMBA.032.2018.F08 | - |
