| 摘要: | 整併已成為國內金融業的一項趨勢。根據2003商業週刊登載的「金控品牌調查」民調顯示，56%的民眾不了解金控本身的意涵，23%自稱知道金控的民眾有高達 67%不瞭解金控所提供的服務範圍。對此，金控品牌經營與整體形象的傳達仍有許多發展空間。同時員工則是影響消費者滿意度與金控品牌認知的重要來源，故金控與其子公司的品牌形象應是息息相關的。
本研究之研究目的為：(1).了解消費者對金控的認知途徑、對金控之企業形象、品牌知名度及品牌個性。(2).比較金控及各子公司之品牌資產內容，以了解各家金控的競爭優劣勢，以及在消費者心目中的定位及差異。(3).藉由了解金控的整體服務品質、產品特色、企業形象及客戶品牌忠誠來建構並發展金控品牌之核心價值。
研究發現金融大環境現況，消費者對金控概念與金融集團形象認知有限，最直接聯想通常從銀行來。消費者與大部份金融集團的認知來源主要來自實體在通路與人員產品服務的互動、電視報紙消息與家人朋友。普遍來說，商品與服務相關的特性被消費者視為理所當然的要素，然而真正讓品牌形象與資產表現差異化的在於前瞻性與公益參與的表現。金控與金融集團中以中國信託金控的知名度及品牌資產皆最高，大量廣告的溝通與強大銀行體系的支援應是主要原因。由於金控公司本身概念模糊，金控公司的品牌資產與銀行之外的子事業品牌資產相關性低。因此銀行應是未來金控概念溝通的重要平台，同時也會是金控公司競逐的主要戰場。
對個案金控公司品牌資產的提升的建議應採雙向建構的方式，即向下強化產品定位與價值，增加顧客接觸的廣度與深度，尋找能吸引與留住顧客的產品服務及品牌價值。向上創造品牌認同，提升知名度及能見度，尋找質量效益高的媒體曝光、活動與佈局通路。經營策略方向為發展明確品牌定位，朝著公益親切及前瞻創新邁進。在公益親切上的具體做法為提升顧客導向的產品與服務、用心關圜的親切服務、增加所屬之四大基金會的運作與聲量及公益活動與議題的參與。在前瞻創新上的具體做法為利用顧客滿意度評比、財報經營體質的追蹤來建議穩健專業的形象、新商品的概念、服務方式的創新、採國際標竿、海外公司營運、海外投資組合等、公司治理、人才培養、專業性強化等。
Financial consolidation has become one of the most important trends in the domestic financial industry. According to the result of the “Financial Holding Company Brand Survey” conducted by “Business Week” in 2003, 56% of the respondents did not understand the meaning of financial holding company and among the 23% respondents who claimed to know it, there was 67% of them did not understand the scope of service a financial company provides. In consequences, for the financial holding companies, there are rooms for improving the entire brand images as well as enhancing the brand management. Meanwhile, employees in the financial holding company is one of the factors that affect the overall customer satisfaction so that the brand image of the financial holding company is strongly related to those business units under the financial holding structure.
The objectives of this research are as follows:
1. To understand consumers’ attitude towards financial holding company through their channel of recognition and their evaluation of brand images, awareness and personalities.
2. To compare the contents of the brand equities of different financial holding companies and their business units to further understand their competitive advantages/disadvantages, brand positioning and the differences.
3. To establish and develop the core brand value of a financial holding company through understanding its overall service quality, product feature, corporate image and customer brand loyalty.
The result of this research reveals that consumers have limited knowledge regarding the concept of financial holding companies or financial groups while the awareness linkage usually comes from the banking service. The consumers’ knowledge sources of financial groups are mainly from the persons providing product services at distribution channels, information from the television and newspapers and friends and family. General speaking, when it comes to the equity of a brand, consumers assume there’s great relativity between the brand and its product and service but what makes the brand image and equity stand out are the performance of forward-thinking and corporate citizenship of a brand. Among financial holding companies and groups this research covers, Chinatrust Financial Holding Company is identified highest in terms of brand awareness and equity mainly due to the considerable exposure of advertisements and the strong support from the banking arm. The concept of financial holding itself is rather vague for the consumers so that the brand equity relativity between financial holding company and the business units other than banks can be quite low. Therefore, competition between banks will be much more fierce and a bank should play the role of mass communication platform in a financial holding company.
For each individual financial holding company, it should adopt a two-way approach to enhance the brand equity, which means to increase the depth and breadth of customer contacts for customer acquisition and retention through improving the product positioning and value. On the other hand, a company should improve its brand awareness and visibility to create brand identification through effective media exposure, event and channel allocation. The brand management strategy is developing a clear brand positioning through forging ahead towards charity & friendliness and forward thinking & innovation. On the aspect of charity & friendliness, the practices should focus on developing more customer-oriented products and services, providing tentative and caring services, increasing the events and exposure of charity funds and participating in charity events and issues. On the aspect of forward thinking & innovation, the practices should focus on customer satisfaction study, financial report tracking, new product concept, service innovation, international standard benchmark, overseas expansion and investment portfolio, corporate governance, talent nurturing and professionalism. |
