| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 103 === With the changing times, the global financial industry continued to transform. In order to cope with the impact of internationalization and liberalization,and solvethe problem about the number of financial institutions, the ROCgovernment successively implemented financial reformand encouraged financial institutions to merge of the financial industry.Taiwan began to foundfinancial holding companies.Taiwan’s financial market is smaller than other countries, and financial institutions are in a state of excessive competition. How financial holding companies to develop appropriate brand strategy, enhance the trust of customers and establish brand performance are important issue.Therefore, this study will observe the phenomenon as the research background and motivation. Through the integration of the past scholars and related research, this research has developed a brand strategy, brand awareness,brand trust and brand performance of the theoretical framework.
The result indicates that: brand strategy has significant positive effect on brand awareness, brand strategy has significant positive effect on brand trust, brand awarenesshas significant positive effect on brand performance, brand trust has significant positive effect on brand performance, brand awareness has significant positive effect on brand trust and brand strategy has no significant effect on brand performance. In this study, an empirical investigation of the financial industry to explore the relationship between the variables, and to develop marketing strategy for the industry as a reference, hoping to contribute to the development of its strategy.
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