頁籤選單縮合
題名 | 銀行之形象與定位的比較一以臺灣的銀行業為例= |
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作者 | 許肇華; |
期刊 | 明志工專學報 |
出版日期 | 19920500 |
卷期 | 24 1992.05[民81.05] |
頁次 | 頁79-96 |
分類號 | 494.542 |
語文 | chi |
關鍵詞 | 形象; 定位; 臺灣; 銀行; 銀行業; |
中文摘要 | 本研究結合「定位策略」與「企業形象」兩種行銷概念,從事定位策略與企業形象的比較,亦卽做策略有效性的比較,以便得知二者是否一致。若定位策略與企業形象不一致,卽使企業有良好的定位策略,也將減損其競爭優勢;故本研究選定深具前瞻性的銀行業,從實證的觀點,進行定位策略與企業形象的比較,並提供以形象為基礎的定位策略(Image-based positioning strategy)之研究架構。實證的結果發現所取樣的七家銀行中策略有效性比較的結果較為一致者為:交通銀行、花旗銀行;較為不一致者為:彰化銀行、華南銀行、第一銀行、臺北市銀和世華銀行。因此策略有效性的比較是比要的,若比較的結果一致,則銀行可據以強化其定位策略;若比較的結果不一致,則銀行可據以修改其定位策略,以期在競爭激烈的環境中獲取優勢。 |
英文摘要 | In a complex and competitive environment, a corporation needs distinctive positioning strategies to effectively create advantages. To achieve this goal, the corporation has to present its own image to the public through different communication channels. However, the process of conveying an image is complex. Many factors, such as technological innovations, politics, sconomics, social changes and cultures, will influence consumer's recognition of the corporation. As a result, the image established in the public always differs more or less from the expected image. In this study, we with the effectivenesses of the positioning strategies in Taiwan's banking industry. The banks investigated were Chang Hwa Commercial Bank, Hua, Nan Commerical Bank, First Commerical Bank, Bank of Communications, city Bank Taipei Branch, United World Chinese Commerical Bank, and Taipei Bank. We find, by using elaborately designed questionnaires, that City Bank and Bank of Communications are two of the most effective ones in carrying out their positioning strategies. With the aid of computer analysis, we also gave possible explanations. The result of the study is very helpful to the investigated banks in adjusting their strategies so as to win in such a competitive market. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。