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題 名 | 網路銀行策略與行銷效益之研究=An Exploration of Internet Banking Strategies and Marketing Effects |
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作 者 | 陳惠芳; | 書刊名 | 東吳經濟商學學報 |
卷 期 | 45 2004.06[民93.06] |
頁 次 | 頁83-110 |
分類號 | 562.3 |
關鍵詞 | 網路銀行策略; 行銷效益; 網路行銷; 產業競爭; Internet banking strategies; Internet marketing; Marketing effect; Industry competition; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究從產業競爭觀點,透過網路銀行個案研究與金融主管之間卷調查,來探討國內網路銀行之競爭策略,以及網路銀行所能產生之行銷效益,同時也討論網路銀行目前在國內發展過程中,所遭遇到的難題。研究結果顯示,國內網路銀行之競爭策略可劃分為四個類型,即整合策略、差異策略、利基策略、及低成本策略,而網路銀行所帶來之行銷效益分為五種,即產品效益、價格效益、推廣效益、通路效益、及客服形象效益等。網路銀行目前所遭遇之難題大致可分為三個類型,即技術人才難題、管理難題、及安全難題。在競爭策略與行銷效益的關係上,研究發現整合策略對產品效益、價格效益、推廣效益、及客服形象效益等均有顯著影響;差異策略對通路效益及客服形象效益有顯著影響;而利基策略則對推廣效益有顯著影響;至於低成本策略,則對價格效益有顯著影響。網路銀行之三大難題,則在競爭策略對行銷效益之關係上產生干擾效果,最後本文針對研究結果提出討論與未來研究建議。 |
英文摘要 | From the perspective of an industry competition, this research was designed to explore the competitive strategies, marketing effects, and problems on the operations of Taiwan's Internet banking sector. Through case study and mailing survey of banking professionals in Taiwan, the results showed that Taiwan's Internet banking strategies can be divided into four type, they are integrated strategy, differentiation strategy, niche strategy, and low cost strategy. The marketing effects of Internet banking have five types, which include product effect, price effect, promotion effect, channel effect, and customer service and image effect. The major problems occurred during the process of development are composed of three types, they are technique and human resource problem, management problem, and security problem. It is discovered that different Internet banking strategies will have a variety of influences on the assorted marketing effects. It is evidenced that integrated strategy has significant relationship with all types of marketing effects except channel effect. Differentiation strategy has influence on channel effect and customer service and image effect. Niche strategy only has significant influence on promotion effect. As to low cost strategy, it has significant influence on price effect. Three major problems that Internet banking encountered play a role as a moderator on the relationship between Internet banking strategies and marketing effects. Lastly, discussions about the empirical results and suggestions concerning future researches are provided. |
本系統中英文摘要資訊取自各篇刊載內容。