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|Title: ||我國銀行信用卡行銷策略之研究 : 以F銀行為例|
|Other Titles: ||The studies of credit card marketing strategy in Taiwanese banks industry : a case of F bank|
|Authors: ||梁宗慈;Liang, Tzu-Tsung|
|Keywords: ||信用卡行銷;數位行銷;銀行業信用卡狀況;信用卡產品;credit card marketing;Digital Marketing;banking credit card status;credit card products|
|Issue Date: ||2016-01-22 14:49:39 (UTC+8)|
In recent years, with the rapid development of e-commerce, customers are quite dependent on the digital products, so the banking industry is alert to digital information. Although credit card users have replies on traditional marketing methods for the long time, it have gradually not convenient for banking industry and far from modern digital marketing, which can let credit card users get the message quickly and make communication easily. Therefore, through the literature review, participation and observation, interview and case study, the study has explored the following topics: 1. The development and prospect of credit card in Taiwan; 2 exploring digital marketing for credit card; 3.traditional marketing and marketing strategies of digital marketing of the credit card; 4. case study of F Bank‘s marketing strategy of credit card’s digital marketing as reference for other banks in Taiwan.
According to findings of the study, the credit card market of traditional marketing is shrinking, and the operation of banking business is altering from traditional marketing way to the electronic media to attract more attention to credit card users. In the viewpoints of F Bank, highlights of the internet market not only become a powerful marketing media but also make banking industry start to pay attention to the important business opportunities, such as LINE stickers and Facebook. Finally, from the case study of the bank, its marketing method can bring inspirations to other bank business includes: 1. To provide more convenient service; 2. combination of credit card and modern electronic products; 3.comprehansice exposure of marketing activity campaign.
|Appears in Collections:||[國際企業學系暨研究所] 學位論文|
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