A Study on Marketing Strategies in Bank Branches

• Main Authors: CHEN JIUN SHIUNG, 陳俊雄
• Other Authors: HSIEH LUNG FA
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/05068646434024345597

碩士 === 大葉大學 === 管理學院碩士在職專班 === 104 === After Taiwan joined WTO, the domestic banks confronted more challenges because they had to compete with foreign banks operating in Taiwan. Together with the advancement of technology and innovative technology, and the change of consumer behavior, domestic banks are seemed to lose the controlling authority among marketing channels. If they are unable to catch up, they would fade away soon. This research intends to analyze projects in terms of less competitiveness in the business of the bank branches by applying marketing theory 7Ps, with the aims to further enhance operating performance and profits, which are critical to banks. Besides, this research also focuses on how newly joined managers could familiarize themselves with the business within a short period of time to maintain the competitiveness of bank branches among their rivalry, and further adjust their marketing strategies, so as to maximize operation benefits.