| Summary: | 碩士 === 義守大學 === 管理科學研究所 === 92 === Recent changes in the international financial markets, local
Financial institutions are facing the pressure inherent with Taiwan''s admission to the WTO. Both the strong capital of financial holding corporations and the global financial market revolution encourage, nay, compel further deregulation and globalization. Therefore, continued revolution, standardization, and conformity will occur as the financial industry continues to globalize and the number of proprietary holding companies increases.
Local governmental regulation of financial holding companies diminishes as statutes give way and are modified to allow increased blurring of the lines between banks, insurance, securities, futures, and related fields. All of this encourages businesses to proactively enlarge, adapt, and create multidimensional and multiphase goods and services with the implied understanding that they will be better able to compete with
foreign companies. Due to robust growth in the local derivative market,
transactions have been more frequent; and in a period of low interest
rates, investment is more critical. Widespread use of cross-selling
strategies has led to new combinations of products, thus, resulting in a stronger, sounder, and even more agile financial industry.
This research analyzes the corporate strategies of financial holding
corporations, concentrating mainly on opportunities with derivatives
and related products. In the case study we have Taishin Holding Company,
Ltd; Fubon Financial Holding Company, Ltd; and Polaris Financial Group.
Marketing strategies and marketing mixes are discussed in detail for
each of the respective companies. Analysis of the case study leads us to the following conclusions:
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