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題名 微型企業融資探討策略行銷4C架構之應用與未來發展：以中租迪和股份有限公司為例
Micro enterprise financing discusses the application and future development of strategic marketing 4C framework：A case study of C leasing company
作者 薛學成
Hsueh, Hsueh-Chen
貢獻者 巫立宇
Wu, Li-Yu
薛學成
Hsueh, Hsueh-Chen
關鍵詞 微型企業
融資
4C架構
行銷策略
客戶忠誠度
金融創新
Micro-Enterprise
Financing
4C Framework
Marketing Strategy
Customer Loyalty
Financial Innovation
日期 2025
上傳時間 3-Mar-2025 13:35:58 (UTC+8)
摘要 金融業近期吹起一股小額放貸風氣，除個人消費分期貸款、車輛貸款，針對企業貸款主力已漸漸由中小型企業慢慢移轉至微型企業貸款，微型企業貸款也漸漸在各大銀行及租賃公司發展成為獲利金雞母，在近年因為升息影響下，各家銀行因資金成本上升紛紛拉高放貸利率。 中租迪和股份有限公司，成立於1977年，當時為中國租賃股份有限公司，於1995年合併更名為中租迪和股份有限公司，並於2011年12月掛牌上市(5871-中租KY)，公司主要提供多元性的金融商品，包括租賃、分期付款、國內應收帳款受讓、貸款型融資，並成功利用其40年以上的中小企業信用資料，發展信用評估風險模組並申請專利，2019年隨著COVID-19疫情持續延燒，中小企業主面臨資金周轉問題，中租公司仍持續支援中小企業，協助取得融資周轉。 本論文主要研究中租公司微型企業融資，在擬定企業行銷策略，運用策略行銷4C架構，掌握目標客群及運用關鍵資源提升微型企業融資在產品面上的競爭力。策略行銷4C架構包含：外顯單位效益成本(C1)、資訊搜尋成本(C2)、道德危機成本(C3)、專屬陷入成本(C4)。微型企業在經濟發展中扮演著至關重要的角色，但其資金獲取的限制卻長期成為成長的主要瓶頸。為了有效支持微型企業的融資需求，行銷策略中的 4C 架構提供了新的視角與方法，通過外顯單位效益成本（C1）、買者資訊搜尋成本（C2）、買者道德危機成本（C3）及買者專屬陷入成本（C4）的系統分析，建立了微型企業融資的創新商業模式。 研究表明，通過 4C 策略，微型企業融資服務可以獲得以下具體好處：1. 提升產品效益與吸引力（C1）：提供合理的利率與彈性還款方案，簡化產品結構，並加速申請與放款流程，幫助微型企業更高效地解決資金周轉問題，減少財務壓力。2. 降低資訊障礙（C2）：通過資訊透明化、案例分享、專業顧問服務及舉辦企業交流活動，顯著減少微型企業在搜尋與理解融資產品時的困難，增強合作意願。3. 減少道德危機與風險（C3）：建立完善的保障機制與契約條款，並提供靈活的資金周轉解決方案和售後支持，幫助借款企業在面臨經營挑戰時保持穩定，降低金融機構的風險暴露。4. 增強客戶黏性與忠誠度（C4）：通過建立專屬社群、提供增值服務及塑造專業品牌形象，微型企業不僅成為穩定的融資客戶，還能建立長期合作關係，實現雙贏局面。 研究結論指出，採用 4C 行銷策略能夠有效優化微型企業融資模式，降低其融資門檻並提高服務效率。同時，金融機構也能通過更高的客戶滿意度與信任度，強化市場競爭力與品牌價值。未來，隨著數位化技術與精準行銷的進一步發展，4C 策略在微型企業融資領域的應用將展現出更大的潛力，推動經濟的可持續發展。
The financial industry has recently seen a trend toward small-scale lending, including personal installment loans and vehicle loans. In the realm of corporate lending, the focus has gradually shifted from small and medium-sized enterprises (SMEs) to micro-enterprises. Micro-enterprise loans are increasingly becoming a profitable "golden goose" for major banks and leasing companies. Due to rising interest rates in recent years, banks have increased lending rates in response to higher funding costs. Chailease Co., Ltd., established in 1977 as China Leasing Co., Ltd., was renamed in 1995 following a merger and was publicly listed in December 2011 (5871-Chailease KY). The company offers diverse financial products, including leasing, installment payments, domestic accounts receivable assignments, and loan-based financing. Leveraging over 40 years of SME credit data, Chailease has developed patented credit risk assessment models. Despite the financial challenges brought on by the COVID-19 pandemic in 2019, the company continued to support SMEs by providing financing solutions. This study focuses on micro-enterprise financing at Chailease, aiming to develop corporate marketing strategies using the 4C framework. This framework identifies target customer groups and employs key resources to enhance the competitiveness of micro-enterprise financing products. The 4C framework includes: explicit unit efficiency cost (C1), information search cost (C2), moral hazard cost (C3), and exclusive entrapment cost (C4). Micro-enterprises play a critical role in economic development, yet their growth has long been constrained by limited access to funding. To effectively support their financing needs, the 4C framework offers a new perspective, providing an innovative business model through systematic analysis of C1, C2, C3, and C4. The research demonstrates that the application of the 4C strategy offers the following tangible benefits for micro-enterprise financing services: Enhanced Product Benefits and Appeal (C1): Providing reasonable interest rates and flexible repayment plans, simplifying product structures, and streamlining the application and disbursement processes help micro-enterprises resolve cash flow issues efficiently, reducing financial pressure. Reduced Information Barriers (C2): Transparency, case sharing, professional consulting services, and hosting corporate networking events significantly decrease the difficulties micro-enterprises face in searching for and understanding financing products, thereby boosting collaboration willingness. Mitigation of Moral Hazards and Risks (C3): Establishing comprehensive safeguards and contract terms, along with offering flexible cash flow solutions and post-loan support, helps borrowing enterprises maintain stability during operational challenges, reducing financial institutions' risk exposure. Increased Customer Retention and Loyalty (C4): Creating dedicated communities, offering value-added services, and cultivating a professional brand image transform micro-enterprises into stable financing customers, fostering long-term partnerships and mutual benefits. The study concludes that adopting the 4C marketing strategy can effectively optimize micro-enterprise financing models, lower financing barriers, and enhance service efficiency. Simultaneously, financial institutions can improve customer satisfaction and trust, strengthening their market competitiveness and brand value. Looking ahead, with advancements in digital technology and precision marketing, the 4C strategy holds even greater potential for driving sustainable economic development in the micro-enterprise financing sector.
參考文獻 書籍 1.巫立宇、邱志聖(2018)，銷售與顧客關係管理修訂版，台北市：新陸書局。 2.邱志聖(2014)，策略行銷分析:架構與實務第四版，台北市 :智勝文化。 3. 2023年中小企業白皮書 網際網路 1.中租迪和股份有限公司 https://www.chailease.com.tw/ 2.信義房屋https://www.sinyinews.com.tw/ 3.經濟部商業發展https://serv.gcis.nat.gov.tw/StatisticQry/cmpy/index.jsp 4.Google Search：http://www.google.com.tw。 5.台北市租賃商業同業公會：http://www.tpeleasing.com。 6.行政院經濟部中小企業處：http://www.moeasmea.gov.tw。 7.行政院經濟部商業司：http://www.moea.gov.tw。
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
111932132
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111932132
資料類型 thesis
dc.contributor.advisor 巫立宇zh_TW
dc.contributor.advisor Wu, Li-Yuen_US
dc.contributor.author (Authors) 薛學成zh_TW
dc.contributor.author (Authors) Hsueh, Hsueh-Chenen_US
dc.creator (作者) 薛學成zh_TW
dc.creator (作者) Hsueh, Hsueh-Chenen_US
dc.date (日期) 2025en_US
dc.date.accessioned 3-Mar-2025 13:35:58 (UTC+8)-
dc.date.available 3-Mar-2025 13:35:58 (UTC+8)-
dc.date.issued (上傳時間) 3-Mar-2025 13:35:58 (UTC+8)-
dc.identifier (Other Identifiers) G0111932132en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/155888-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 111932132zh_TW
dc.description.abstract (摘要) 金融業近期吹起一股小額放貸風氣，除個人消費分期貸款、車輛貸款，針對企業貸款主力已漸漸由中小型企業慢慢移轉至微型企業貸款，微型企業貸款也漸漸在各大銀行及租賃公司發展成為獲利金雞母，在近年因為升息影響下，各家銀行因資金成本上升紛紛拉高放貸利率。 中租迪和股份有限公司，成立於1977年，當時為中國租賃股份有限公司，於1995年合併更名為中租迪和股份有限公司，並於2011年12月掛牌上市(5871-中租KY)，公司主要提供多元性的金融商品，包括租賃、分期付款、國內應收帳款受讓、貸款型融資，並成功利用其40年以上的中小企業信用資料，發展信用評估風險模組並申請專利，2019年隨著COVID-19疫情持續延燒，中小企業主面臨資金周轉問題，中租公司仍持續支援中小企業，協助取得融資周轉。 本論文主要研究中租公司微型企業融資，在擬定企業行銷策略，運用策略行銷4C架構，掌握目標客群及運用關鍵資源提升微型企業融資在產品面上的競爭力。策略行銷4C架構包含：外顯單位效益成本(C1)、資訊搜尋成本(C2)、道德危機成本(C3)、專屬陷入成本(C4)。微型企業在經濟發展中扮演著至關重要的角色，但其資金獲取的限制卻長期成為成長的主要瓶頸。為了有效支持微型企業的融資需求，行銷策略中的 4C 架構提供了新的視角與方法，通過外顯單位效益成本（C1）、買者資訊搜尋成本（C2）、買者道德危機成本（C3）及買者專屬陷入成本（C4）的系統分析，建立了微型企業融資的創新商業模式。 研究表明，通過 4C 策略，微型企業融資服務可以獲得以下具體好處：1. 提升產品效益與吸引力（C1）：提供合理的利率與彈性還款方案，簡化產品結構，並加速申請與放款流程，幫助微型企業更高效地解決資金周轉問題，減少財務壓力。2. 降低資訊障礙（C2）：通過資訊透明化、案例分享、專業顧問服務及舉辦企業交流活動，顯著減少微型企業在搜尋與理解融資產品時的困難，增強合作意願。3. 減少道德危機與風險（C3）：建立完善的保障機制與契約條款，並提供靈活的資金周轉解決方案和售後支持，幫助借款企業在面臨經營挑戰時保持穩定，降低金融機構的風險暴露。4. 增強客戶黏性與忠誠度（C4）：通過建立專屬社群、提供增值服務及塑造專業品牌形象，微型企業不僅成為穩定的融資客戶，還能建立長期合作關係，實現雙贏局面。 研究結論指出，採用 4C 行銷策略能夠有效優化微型企業融資模式，降低其融資門檻並提高服務效率。同時，金融機構也能通過更高的客戶滿意度與信任度，強化市場競爭力與品牌價值。未來，隨著數位化技術與精準行銷的進一步發展，4C 策略在微型企業融資領域的應用將展現出更大的潛力，推動經濟的可持續發展。zh_TW
dc.description.abstract (摘要) The financial industry has recently seen a trend toward small-scale lending, including personal installment loans and vehicle loans. In the realm of corporate lending, the focus has gradually shifted from small and medium-sized enterprises (SMEs) to micro-enterprises. Micro-enterprise loans are increasingly becoming a profitable "golden goose" for major banks and leasing companies. Due to rising interest rates in recent years, banks have increased lending rates in response to higher funding costs. Chailease Co., Ltd., established in 1977 as China Leasing Co., Ltd., was renamed in 1995 following a merger and was publicly listed in December 2011 (5871-Chailease KY). The company offers diverse financial products, including leasing, installment payments, domestic accounts receivable assignments, and loan-based financing. Leveraging over 40 years of SME credit data, Chailease has developed patented credit risk assessment models. Despite the financial challenges brought on by the COVID-19 pandemic in 2019, the company continued to support SMEs by providing financing solutions. This study focuses on micro-enterprise financing at Chailease, aiming to develop corporate marketing strategies using the 4C framework. This framework identifies target customer groups and employs key resources to enhance the competitiveness of micro-enterprise financing products. The 4C framework includes: explicit unit efficiency cost (C1), information search cost (C2), moral hazard cost (C3), and exclusive entrapment cost (C4). Micro-enterprises play a critical role in economic development, yet their growth has long been constrained by limited access to funding. To effectively support their financing needs, the 4C framework offers a new perspective, providing an innovative business model through systematic analysis of C1, C2, C3, and C4. The research demonstrates that the application of the 4C strategy offers the following tangible benefits for micro-enterprise financing services: Enhanced Product Benefits and Appeal (C1): Providing reasonable interest rates and flexible repayment plans, simplifying product structures, and streamlining the application and disbursement processes help micro-enterprises resolve cash flow issues efficiently, reducing financial pressure. Reduced Information Barriers (C2): Transparency, case sharing, professional consulting services, and hosting corporate networking events significantly decrease the difficulties micro-enterprises face in searching for and understanding financing products, thereby boosting collaboration willingness. Mitigation of Moral Hazards and Risks (C3): Establishing comprehensive safeguards and contract terms, along with offering flexible cash flow solutions and post-loan support, helps borrowing enterprises maintain stability during operational challenges, reducing financial institutions' risk exposure. Increased Customer Retention and Loyalty (C4): Creating dedicated communities, offering value-added services, and cultivating a professional brand image transform micro-enterprises into stable financing customers, fostering long-term partnerships and mutual benefits. The study concludes that adopting the 4C marketing strategy can effectively optimize micro-enterprise financing models, lower financing barriers, and enhance service efficiency. Simultaneously, financial institutions can improve customer satisfaction and trust, strengthening their market competitiveness and brand value. Looking ahead, with advancements in digital technology and precision marketing, the 4C strategy holds even greater potential for driving sustainable economic development in the micro-enterprise financing sector.en_US
dc.description.tableofcontents 第一章、緒論…………………………………………………………………9 第一節 研究背景與動機 …………………………………………9 第二節 研究目的…………………………………………………………11 第三節 研究流程…………………………………………………………11 第二章、文獻探討 ……………………………………………………12 第一節 4C架構 …………………………………………………………12 第二節 四個成本的定義與說明…………………………12 第三章、中租迪和公司微型企業融資介紹 ………………………15 第一節 中租迪和公司微型企業融資發展……………………………15 第二節 中租迪和公司微型企業融資經營模式…………………17 第三節 中租迪和公司微型企業融資策略發展…………………18 第四節 中租迪和公司微型企業融資之策略合作方向………………19 第四章、個案分析 ………………………………………………………………22 第一節 外顯單位效益成本…………………………………………………24 第二節 資訊搜尋成本…………………………………………………………26 第三節 道德危機成本…………………………………………………………29 第四節 專屬陷入成本………………………………………………………32 第五章、結論與建議 ………………………………………………………37 第一節 研究結論…………………………………………………………………37 第二節 研究限制與後續研究建議………………………………43 第三節 未來挑戰及展望…………………………………………………45 參考文獻 ……………………………………………………………………………48zh_TW
dc.format.extent 1236052 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111932132en_US
dc.subject (關鍵詞) 微型企業zh_TW
dc.subject (關鍵詞) 融資zh_TW
dc.subject (關鍵詞) 4C架構zh_TW
dc.subject (關鍵詞) 行銷策略zh_TW
dc.subject (關鍵詞) 客戶忠誠度zh_TW
dc.subject (關鍵詞) 金融創新zh_TW
dc.subject (關鍵詞) Micro-Enterpriseen_US
dc.subject (關鍵詞) Financingen_US
dc.subject (關鍵詞) 4C Frameworken_US
dc.subject (關鍵詞) Marketing Strategyen_US
dc.subject (關鍵詞) Customer Loyaltyen_US
dc.subject (關鍵詞) Financial Innovationen_US
dc.title (題名) 微型企業融資探討策略行銷4C架構之應用與未來發展：以中租迪和股份有限公司為例zh_TW
dc.title (題名) Micro enterprise financing discusses the application and future development of strategic marketing 4C framework：A case study of C leasing companyen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 書籍 1.巫立宇、邱志聖(2018)，銷售與顧客關係管理修訂版，台北市：新陸書局。 2.邱志聖(2014)，策略行銷分析:架構與實務第四版，台北市 :智勝文化。 3. 2023年中小企業白皮書 網際網路 1.中租迪和股份有限公司 https://www.chailease.com.tw/ 2.信義房屋https://www.sinyinews.com.tw/ 3.經濟部商業發展https://serv.gcis.nat.gov.tw/StatisticQry/cmpy/index.jsp 4.Google Search：http://www.google.com.tw。 5.台北市租賃商業同業公會：http://www.tpeleasing.com。 6.行政院經濟部中小企業處：http://www.moeasmea.gov.tw。 7.行政院經濟部商業司：http://www.moea.gov.tw。zh_TW