The Study on Factors of Successful Financial Institutions and Marketing Strategies

• Main Authors: Hsin-Jung Li, 李欣蓉
• Other Authors: Tai-Ning Yang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/34660054013958103730

碩士 === 中國文化大學 === 國際企業管理學系碩士在職專班 === 101 === Taiwan's financial industry in 2007-2012, after the financial tsunami resulting from the Greece debt crisis and structural problems in the euro zone, has been area given a weak financial situation, resulting in equity, related to the securitization of capital markets frozen atrophy, making financial institutions in corporate finance and consumer marketing of sharp drop in profitability, Thus affect the overall operation of financial management. Financial experts, concerning the widespread lack of confidence in the Economic Outlook of the future, in the face of financial challenges of internationaliza-tion and liberalization, financiers must re-thoughts about financial business manage-ment and marketing decisions in the light of international trends change. This study re-views the literature on financial industries, makes use of analytic network process for expert questionnaires, and analyzes key factors for the successful financial institutions as weight values. A reference to financial institutions, it aims at exploring key factors of successful commercial banks to establish financial corporations and marketing decisions, hopefully contributive to the understanding of the financial industry in marketing deci-sions and strategies. Research results show that impact financial institutions is the key to the success or failure of "corporate governance" structure, because of the higher order decision makers with high level management positions, key success factors for financial institutions as-sess the importance of factors will have a significant difference. This study indicated that the top management of greater importance to financial institutions "Finance struc-ture", and are more inclined to "performance" evaluations, while high level decision makers attach greater importance to financial institutions "shareholder structure", and are more inclined to "Board". In addition, for financial marketing decisions for further analysis, this study impacts are considered "corporate finance" critical elements for "Board of Directors", and influence "consumer finance" to "customer loyalty" as the main consideration.