Title page for etd-0701117-103324


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URN etd-0701117-103324
Author Chih-Hsuan Chang
Author's Email Address No Public.
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Department EMBA
Year 2016
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Key Success Factors of Marketing Strategy of Private Banking Business in Taiwan
Date of Defense 2017-06-26
Page Count 84
Keyword
  • Marketing Strategy
  • Key Factors Affecting
  • Private Banking
  • Abstract This study collects the marketing strategy about private banks that were mentioned in the literature, using the modified Delphi method (Modified Delphi Method, MDM) and based network analytic hierarchy process analysis of decision making (DEMATEL-based Analytic Network Process laboratory, DANP) to find out the key factors and the correlation between factors.As for the importance of these factors, "goods and services" is the most vital , because these are the basic elements of a bank strategy, and the factor of bank strategy and management ways will let customers willing to choose. Then, the "business environment" and "human accomplishment" are followed. From the overall criteria, the "image" is the most important criterion ,and then the "good service", "understanding customer needs", "product platform" and "the ability to maintain good customer relations" are in order. Overall, in order to pursuit the growth in stability, aside from a good management system, more proactive way is according to the changing trend of the environment, combined with the company's business objectives, engaged in education and training work, in order to maintain the company's competitive ability. Product diversification and flexibility and the understanding of the bank's business will both bring different benefits for the company. Good service, long term business strategy and analyzation of the company's management strategy are also very important, Understand the strengths and weaknesses of the internal and external of the company, and then strengthen and improve it. Finally, maintain a good relationship with customers ,understand customers’ needs and serve customers can ultimately create corporate profits.
    Advisory Committee
  • Ming-Chu Yu - chair
  • BIH-SHIAW JAW, - co-chair
  • Yu-Ping Wang - advisor
  • Files
  • etd-0701117-103324.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2017-08-25

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