The Research of Retail Banking’s Segment-oriented Organization andmanagement by objectives: A case from a Taiwan bank

• Main Authors: I-Ya Chen, 陳怡雅
• Other Authors: 陳家祥
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/45189785100142962206

碩士 === 元智大學 === 管理研究所 === 96 === The financial industry in Taiwan has been rapidly growing for the past 20 years. However, recently, the industry has been facing some financial crises in order to run perpetual business. For example, under the government’s open economy policy, the local banks have to keep opening new branches to compete with the expansion of foreign banks. Furthermore, the profit of traditional finance products has gradually reduced; the customer’s loyalty is getting down due to more selections from bank’s services. Therefore, the bank’s strategy is important for lasting the business. The strategy was product push previously and now the Customer Relationship Management (CRM) strategy has widely addressed and adopted in the industry and further to organization designed, strategy controlled system which would bring more benefit to whole business. It is lack of academic researches and literatures that the design of bank’s organization is derived from the viewpoint of customers’ segmentation. Traditionally, banks designed their organization by operational function or geographical area. The thesis aims to focus on the Satisfy Customer Need Strategy and to formulate the structure of client service and product design. In order to monitor the business segments to follow the head office’s strategy, the thesis adapts Balanced ScoreCard application as strategy controlled system. As the conclusion from this research, in order to survive in competitive environment bank has to keep on leadership in financial market, to adopt the differential strategy in the market; to realize the different customer behavior, and then to provide different service’s package based on customer disparate needs and profit contribution. The differential service strategy let bank operate more efficient under the limitation of bank’s resources. To rely on the strategy controlled system, the strategy would be completely applied to the whole bank.