The Discussion of Decision Making and Performance Analysis on New Branch Bank of Financial Industry - Case Study of Bank A

• Main Authors: Shu-Hsiang Liu, 留書香
• Other Authors: Chui-Yu Chiu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/g7c85s

碩士 === 國立臺北科技大學 === 工業工程與管理研究所 === 97 === The subprime mortgage crisis in the U.S. has evolved into a global financial crisis; even though the banks in Taiwan did not bankrupt like the investment banks in the western countries, but the financial investment lost probably will continue to grow in the year 2009. One nation’s financial structure of serve two purposes to its economic growth: first is to allocate investment and depositors fund, which enhance the distribution of the capital; secondly, it provides efficient contribution to maintain one nation’s economic growth and development. Our domestic financial structure usually expand by establishing branches, therefore the establishment of the branches is one of the important strategy for our financial structure to operate. This research uses documents from both domestic and foreign resources to examine the current banking industry in Taiwan and the performance of the established branches. Moreover, this research is based on case study analysis from individual branch, and use “service started from customer perspective, and value depended upon customer satisfactory” as well as individual branch’s own standard as the foundation to formulate marketing strategy. In order to satisfy the demand of the market, not only the growth in quantity reflects society’s need, but also emphasize on “quality” demand to achieve a balance between quantity and quality, which serve as purpose to avoid substitute good and services compete through its price, and limited the profitability of the bank. Branch Operation needs to role-play as a good manager, not only have diversity of finance product to satisfy the customer demand, but also have a conscientious attitude to insure their rights as the customer. The bank should also diverse its goods and services that are based on the need of each and every branches to earn maximum profit. Based on this research analysis to figure out the key to successfully establish new branch, not only use the location, urbanization, and scale size as key elements, but also have entrepreneurship as the model to operate with innovation. The branch should provide satisfactory customer service, can also help the branch survive and continue operate under the current financial crisis.