1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 數位行銷協助金融產品策略建立：以國泰世華CUBE信用卡為例
Digital Marketing Assistance in Financial Product Strategy Establishment: A Case Study of CUBE Credit Card of Cathay United Bank
作者 郭芷瑄
Kuo, Chih-Hsuan
貢獻者 陳冠儒
Chen, Kuan-Ju
郭芷瑄
Kuo, Chih-Hsuan
關鍵詞 信用卡
銀行業
數位行銷
數位金融軟體
顧客關係管理
Credit cards
Banking industry
Digital marketing
Customer relationship management
日期 2024
上傳時間 5-Aug-2024 12:15:08 (UTC+8)
摘要 台灣的銀行業競爭日益激烈，各銀行紛紛在個人金融領域投入大量資源，以吸引消費者的關注。據金融監督管理委員會統計的資料顯示，台灣民眾開立的數位存款帳戶即將達到2000萬，信用卡總流通量更高達5,885萬張，這意味著幾乎人人擁有數位存款帳戶，且持有超過一張信用卡。在如此競爭激烈的市場中，銀行必須學會如何與消費者建立良好的關係，以及如何持續與他們互動，這些都將成為銀行業的重要議題。 本研究以 Chaffey 提出的 RACE 模型為理論基礎(Chaffey & Patron, 2012)，探討國泰世華銀行的 CUBE 信用卡如何透過與數位金融軟體 CUBE App 的整合，建立雙向互動的數位行銷模式。本研究透過分析國泰世華銀行及其客戶雙方的觀點，深入探討銀行方如何深入了解客戶需求，並根據觀察和蒐集的資料制定客戶導向的廣告模式，以有吸引力的廣告促使客戶持續與國泰世華品牌互動。此外，本研究以Blumler提出的「主動閱聽者」角度探討客戶可以從國泰世華銀行提供的資訊和服務所得到的各種價值(Blumber, 1974)，以及客戶購買與決策動機的產生。 本研究的主要貢獻在於提供銀行業或其他需要數位行銷的企業更深入的分析。通過研究國泰世華銀行與客戶的互動方式，其他銀行或企業可參考其經營模式及產品整合所帶來的正面效果，並納入創新想法和客戶導向元素，以提升行銷效果並加強客戶關係管理模式。
Since Competition within Taiwan's banking industry is on the rise, the trend has compelled banks to allocate significant resources to attract consumer attention in the realm of personal finance. With the imminent milestone of 20 million digital deposit accounts and a substantial circulation of 58.85 million credit cards, nearly every individual in Taiwan possesses a digital deposit account and holds more than one credit card. In this fiercely competitive market, banks face the crucial challenge of establishing and maintaining meaningful relationships with customers, making it a central issue in the industry. Referring to Chaffey's (2012) RACE model as the main theoretical framework This study delves into how Cathay United Bank integrates its CUBE credit card with the CUBE App to develop a two-way digital marketing model. By attaining perspectives from both the bank and its customers, the research explores how customer-oriented marketing communication strategies help the nurturing of continuous interaction with the Cathay United bank. Furthermore, it examines the various value customers derived from the bank's offerings, including information and service, drawing on Blumler's (1974) concept of the "Active Audience". This research aims to provide insights into the banking industry and other enterprises seeking to enhance the implementation of digital marketing programs and the leverage of customer relationship management.
參考文獻 中文文獻 李沃牆。(2017)。臺灣發展數位金融的機會與挑戰。國土及公共治理季刊。28-37。 高妮霠。(2006)。Web 2.0應用服務之使用與滿足研究-以線上影音分享網站為例。 麥肯錫。(2024)。全球銀行業年度回顧報告。 賴柏志、孫銘誼。(2011)。台灣信用卡市場的發展趨勢與現況分析。 英文文獻 Bégin, D. (2013). Rethinking the RACE model for a social media world. Journal of Professional Communication. Chaffey, D., & Bosomworth, D. (2015). Introducing RACE: a practical framework to improve your digital marketing. Retrieved September, 25, 2016. Chaffey, D., & Patron, M. (2012). From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics. Journal of Direct, Data and Digital Marketing Practice, 14, 30-45. Chauhan, S., Akhtar, A., & Gupta, A. (2022). Customer experience in digital banking: a review and future research directions. International Journal of Quality and Service Sciences, 14(2), 311-348. Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: a uses and gratifications perspective. Journal of strategic marketing, 24(3-4), 261-277. Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The public opinion quarterly, 37(4), 509-523. King, B. (2018). Bank4.0：banking everywhere, never at a bank. Lewis, E. S. E. (1899). Side talks about advertising. The Western Druggist, 21(2), 65-66. Mbama, C. I., & Ezepue, P. O. (2018). Digital banking, customer experience and bank financial performance: UK customers’ perceptions. International journal of bank marketing, 36(2), 230-255. Peña-García, N., Losada-Otálora, M., Juliao-Rossi, J., & Rodríguez-Orejuela, A. (2021). Co-creation of value and customer experience: an Application in online banking. Sustainability, 13(18), 10486. Peng, K.-F., Chen, Y., & Wen, K.-W. (2014). Brand relationship, consumption values and branded App adoption. Industrial Management & Data Systems, 114(8), 1131-1143. Romanowski, R., Lewicki, M., Ciechomski, W., Baron, E., Pierański, B., Garczarek-Bąk, U., Białowąs, S., & Szyszka, A. (2019). Managing Economic Innovations–Methods and Instruments. In: Bogucki Wydawnictwo Naukowe, Poznań. Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass communication & society, 3(1), 3-37. Sestino, A., Prete, M. I., Piper, L., & Guido, G. (2023). The future of online marketing strategies and digital tools: new challenges and contributions to RACE framework. International Journal of Electronic Trade, 1(1), 4-27. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170. Stake, R. (1995). The art of case research. Newbury. In: CA: Sage Publications. Tellis, W. (1997). Application of a case study methodology. The qualitative report, 3(3), 1-19. We are social. (2023). Digital 2023: TAIWAN. Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). sage. 中文網路資料 iThome。(2024)。國泰世華 CUBE 竭盡所能翻轉傳統框架，打造穩定、安全且彈性自主的數位金融新體驗。取自https://www.ithome.com.tw/pr/160824 KPMG安侯建業。(2023)。臺灣銀行業報告。取自https://kpmg.com/tw/zh/home/insights/2024/02/2024-kpmg-insight/trend-of-financial-industry.html NOWNews今日新聞。(2024)。國泰世華CUBE　UI、UX設計獲高度評價，每月數位登入次數逾4千萬。取自https://www.nownews.com/news/6453177 Shopping Design。(2023)。數位金融美感升級！國泰世華 CUBE 打造兼具美學實用的體驗，DesignBIZ 趨勢論壇一探究竟。取自https://www.shoppingdesign.com.tw/post/view/9627 中央銀行。(2024)。金融機構一覽表。取自https://www.cbc.gov.tw/tw/lp-389-1.html 金融監督管理委員會。(2023)。本國銀行數位存款帳戶業務辦理情形。取自https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202403280001&toolsflag=Y&dtable=News 金融監督管理委員會。(2024)。信用卡、現金卡及電子支付機構業務資訊。取自https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202401110001&toolsflag=Y&dtable=News 財團法人金融聯合徵信中心。(2015)。信用卡不同性別持卡張數統計表。取自https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202311090001&toolsflag=Y&dtable=News 財團法人聯合信用卡處理中心。(2024)。支付卡發展史。取自https://www.nccc.com.tw/wps/wcm/connect/zh/home/KnowledgeSharing/PaymentCardKnowledge 國泰世華銀行官網。(2016)。本行歷史。取自https://www.cathaybk.com.tw/cathaybk/personal/about/brand/intro/history/ 國泰世華銀行官網。(2023)。公開揭露事項。取自https://www.cathaybk.com.tw/cathaybk/personal/about/brand/legal-disclosure/ 國泰金控官網。(2024)。每月營收報告。取自https://www.cathayholdings.com/holdings/ir/financial_information/monthly 陳雅文。(1995)。國家教育研究院。取自https://pedia.cloud.edu.tw/Entry/Detail/?title=%E5%80%8B%E6%A1%88%E7%A0%94%E7%A9%B6%E6%B3%95&search=%E5%80%8B%E6%A1%88%E7%A0%94%E7%A9%B6%E6%B3%95 經濟日報。(2024)。170萬卡友權益利多！台新銀攻點數經濟 5月正式上路。 取自https://udn.com/news/story/7239/7780782
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363087
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363087
資料類型 thesis
dc.contributor.advisor 陳冠儒zh_TW
dc.contributor.advisor Chen, Kuan-Juen_US
dc.contributor.author (Authors) 郭芷瑄zh_TW
dc.contributor.author (Authors) Kuo, Chih-Hsuanen_US
dc.creator (作者) 郭芷瑄zh_TW
dc.creator (作者) Kuo, Chih-Hsuanen_US
dc.date (日期) 2024en_US
dc.date.accessioned 5-Aug-2024 12:15:08 (UTC+8)-
dc.date.available 5-Aug-2024 12:15:08 (UTC+8)-
dc.date.issued (上傳時間) 5-Aug-2024 12:15:08 (UTC+8)-
dc.identifier (Other Identifiers) G0111363087en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152453-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 111363087zh_TW
dc.description.abstract (摘要) 台灣的銀行業競爭日益激烈，各銀行紛紛在個人金融領域投入大量資源，以吸引消費者的關注。據金融監督管理委員會統計的資料顯示，台灣民眾開立的數位存款帳戶即將達到2000萬，信用卡總流通量更高達5,885萬張，這意味著幾乎人人擁有數位存款帳戶，且持有超過一張信用卡。在如此競爭激烈的市場中，銀行必須學會如何與消費者建立良好的關係，以及如何持續與他們互動，這些都將成為銀行業的重要議題。 本研究以 Chaffey 提出的 RACE 模型為理論基礎(Chaffey & Patron, 2012)，探討國泰世華銀行的 CUBE 信用卡如何透過與數位金融軟體 CUBE App 的整合，建立雙向互動的數位行銷模式。本研究透過分析國泰世華銀行及其客戶雙方的觀點，深入探討銀行方如何深入了解客戶需求，並根據觀察和蒐集的資料制定客戶導向的廣告模式，以有吸引力的廣告促使客戶持續與國泰世華品牌互動。此外，本研究以Blumler提出的「主動閱聽者」角度探討客戶可以從國泰世華銀行提供的資訊和服務所得到的各種價值(Blumber, 1974)，以及客戶購買與決策動機的產生。 本研究的主要貢獻在於提供銀行業或其他需要數位行銷的企業更深入的分析。通過研究國泰世華銀行與客戶的互動方式，其他銀行或企業可參考其經營模式及產品整合所帶來的正面效果，並納入創新想法和客戶導向元素，以提升行銷效果並加強客戶關係管理模式。zh_TW
dc.description.abstract (摘要) Since Competition within Taiwan's banking industry is on the rise, the trend has compelled banks to allocate significant resources to attract consumer attention in the realm of personal finance. With the imminent milestone of 20 million digital deposit accounts and a substantial circulation of 58.85 million credit cards, nearly every individual in Taiwan possesses a digital deposit account and holds more than one credit card. In this fiercely competitive market, banks face the crucial challenge of establishing and maintaining meaningful relationships with customers, making it a central issue in the industry. Referring to Chaffey's (2012) RACE model as the main theoretical framework This study delves into how Cathay United Bank integrates its CUBE credit card with the CUBE App to develop a two-way digital marketing model. By attaining perspectives from both the bank and its customers, the research explores how customer-oriented marketing communication strategies help the nurturing of continuous interaction with the Cathay United bank. Furthermore, it examines the various value customers derived from the bank's offerings, including information and service, drawing on Blumler's (1974) concept of the "Active Audience". This research aims to provide insights into the banking industry and other enterprises seeking to enhance the implementation of digital marketing programs and the leverage of customer relationship management.en_US
dc.description.tableofcontents 第一章、 緒論 1 第一節、研究背景與動機 1 第二節、研究目的 3 第三節、研究流程 6 第二章、文獻探討 7 第一節、銀行業的發展近況 8 第二節、數位金融的發展 10 第三節、信用卡 11 第四節、使用與滿足理論 13 第六節、RACE MODEL理論 15 第七節、消費價值理論 20 第三章、研究方法 25 第一節、個案研究法 25 第二節、研究個案資訊介紹 26 第四章、國泰世華數位行銷模式個案研究 30 第一節、國泰世華銀行的CUBE信用卡功能分析 31 第二節、國泰世華銀行數位金融CUBE APP功能分析 35 第三節、國泰世華CUBE信用卡和CUBE APP的連結行銷策略 48 第五章、結論及建議 64 第一節、研究結果與討論 65 第二節、研究貢獻 67 第三節、研究限制與未來建議 69 第六章、參考文獻 70zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363087en_US
dc.subject (關鍵詞) 信用卡zh_TW
dc.subject (關鍵詞) 銀行業zh_TW
dc.subject (關鍵詞) 數位行銷zh_TW
dc.subject (關鍵詞) 數位金融軟體zh_TW
dc.subject (關鍵詞) 顧客關係管理zh_TW
dc.subject (關鍵詞) Credit cardsen_US
dc.subject (關鍵詞) Banking industryen_US
dc.subject (關鍵詞) Digital marketingen_US
dc.subject (關鍵詞) Customer relationship managementen_US
dc.title (題名) 數位行銷協助金融產品策略建立：以國泰世華CUBE信用卡為例zh_TW
dc.title (題名) Digital Marketing Assistance in Financial Product Strategy Establishment: A Case Study of CUBE Credit Card of Cathay United Banken_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻 李沃牆。(2017)。臺灣發展數位金融的機會與挑戰。國土及公共治理季刊。28-37。 高妮霠。(2006)。Web 2.0應用服務之使用與滿足研究-以線上影音分享網站為例。 麥肯錫。(2024)。全球銀行業年度回顧報告。 賴柏志、孫銘誼。(2011)。台灣信用卡市場的發展趨勢與現況分析。 英文文獻 Bégin, D. (2013). Rethinking the RACE model for a social media world. Journal of Professional Communication. Chaffey, D., & Bosomworth, D. (2015). Introducing RACE: a practical framework to improve your digital marketing. Retrieved September, 25, 2016. Chaffey, D., & Patron, M. (2012). From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics. Journal of Direct, Data and Digital Marketing Practice, 14, 30-45. Chauhan, S., Akhtar, A., & Gupta, A. (2022). Customer experience in digital banking: a review and future research directions. International Journal of Quality and Service Sciences, 14(2), 311-348. Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: a uses and gratifications perspective. Journal of strategic marketing, 24(3-4), 261-277. Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The public opinion quarterly, 37(4), 509-523. King, B. (2018). Bank4.0：banking everywhere, never at a bank. Lewis, E. S. E. (1899). Side talks about advertising. The Western Druggist, 21(2), 65-66. Mbama, C. I., & Ezepue, P. O. (2018). Digital banking, customer experience and bank financial performance: UK customers’ perceptions. International journal of bank marketing, 36(2), 230-255. Peña-García, N., Losada-Otálora, M., Juliao-Rossi, J., & Rodríguez-Orejuela, A. (2021). Co-creation of value and customer experience: an Application in online banking. Sustainability, 13(18), 10486. Peng, K.-F., Chen, Y., & Wen, K.-W. (2014). Brand relationship, consumption values and branded App adoption. Industrial Management & Data Systems, 114(8), 1131-1143. Romanowski, R., Lewicki, M., Ciechomski, W., Baron, E., Pierański, B., Garczarek-Bąk, U., Białowąs, S., & Szyszka, A. (2019). Managing Economic Innovations–Methods and Instruments. In: Bogucki Wydawnictwo Naukowe, Poznań. Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass communication & society, 3(1), 3-37. Sestino, A., Prete, M. I., Piper, L., & Guido, G. (2023). The future of online marketing strategies and digital tools: new challenges and contributions to RACE framework. International Journal of Electronic Trade, 1(1), 4-27. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170. Stake, R. (1995). The art of case research. Newbury. In: CA: Sage Publications. Tellis, W. (1997). Application of a case study methodology. The qualitative report, 3(3), 1-19. We are social. (2023). Digital 2023: TAIWAN. Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). sage. 中文網路資料 iThome。(2024)。國泰世華 CUBE 竭盡所能翻轉傳統框架，打造穩定、安全且彈性自主的數位金融新體驗。取自https://www.ithome.com.tw/pr/160824 KPMG安侯建業。(2023)。臺灣銀行業報告。取自https://kpmg.com/tw/zh/home/insights/2024/02/2024-kpmg-insight/trend-of-financial-industry.html NOWNews今日新聞。(2024)。國泰世華CUBE　UI、UX設計獲高度評價，每月數位登入次數逾4千萬。取自https://www.nownews.com/news/6453177 Shopping Design。(2023)。數位金融美感升級！國泰世華 CUBE 打造兼具美學實用的體驗，DesignBIZ 趨勢論壇一探究竟。取自https://www.shoppingdesign.com.tw/post/view/9627 中央銀行。(2024)。金融機構一覽表。取自https://www.cbc.gov.tw/tw/lp-389-1.html 金融監督管理委員會。(2023)。本國銀行數位存款帳戶業務辦理情形。取自https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202403280001&toolsflag=Y&dtable=News 金融監督管理委員會。(2024)。信用卡、現金卡及電子支付機構業務資訊。取自https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202401110001&toolsflag=Y&dtable=News 財團法人金融聯合徵信中心。(2015)。信用卡不同性別持卡張數統計表。取自https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202311090001&toolsflag=Y&dtable=News 財團法人聯合信用卡處理中心。(2024)。支付卡發展史。取自https://www.nccc.com.tw/wps/wcm/connect/zh/home/KnowledgeSharing/PaymentCardKnowledge 國泰世華銀行官網。(2016)。本行歷史。取自https://www.cathaybk.com.tw/cathaybk/personal/about/brand/intro/history/ 國泰世華銀行官網。(2023)。公開揭露事項。取自https://www.cathaybk.com.tw/cathaybk/personal/about/brand/legal-disclosure/ 國泰金控官網。(2024)。每月營收報告。取自https://www.cathayholdings.com/holdings/ir/financial_information/monthly 陳雅文。(1995)。國家教育研究院。取自https://pedia.cloud.edu.tw/Entry/Detail/?title=%E5%80%8B%E6%A1%88%E7%A0%94%E7%A9%B6%E6%B3%95&search=%E5%80%8B%E6%A1%88%E7%A0%94%E7%A9%B6%E6%B3%95 經濟日報。(2024)。170萬卡友權益利多！台新銀攻點數經濟 5月正式上路。 取自https://udn.com/news/story/7239/7780782zh_TW