銀行業電子通路之經營策略分析－以網路銀行代銷共同基金為例
Date Issued
2005
Date
2005
Author(s)
魏明德
DOI
zh-TW
Abstract
Internet bank has become the master issue in the banks of developed countries. With globalization coming, internet trading is common today. Limitless time and space of internet bank satisfies immediate needs of customers. In order to attract every kind of customers and acquire the market, banks must develop a lot of marketing channels. Also, internet bank can cut much human cost. It is necessary for banks to develop this channel, and banks may go down if they don’t maintain the channel good. This thesis confers banks’ electronic channel in the case of mutual funds sold in internet bank, and gives recommendation in manage strategy.
With case research, this thesis analyzes the cases’ products, brand image, price, promotion, and profession, safety, interaction, operation of internet bank. This thesis gives recommendation to internet bank and concludes as follows:
1.Real channels can improve competence of internet bank.
2.Good information systems can improve competence of internet bank.
3.Good brand image and large customer base can improve competence of internet bank.
4.Differentiation strategy can improve competence of internet bank.
5.Establishing online interacting can improve attractiveness of internet bank.
6.Profession and operation of internet bank impact customers’ interest to use it.
7.More safe of internet bank, more development of internet bank .
8.Internet bank can cut cost of banks, but severe competition in price also cuts banks’ profit.
This thesis gives recommendation to the industry as follows:
1.Banks should continue developing mutual funds’ selling in internet bank, and spread the experience to other products, ex. insurance sold in internet bank.
2.Internet bank should provide more services to attract customers, and enhance service quality to improve brand image.
3.Banks should develop not only wire but also wireless internet to obtain the market in advance.
4.Banks can use “Peer to Peer” strategy to enlarge base of internet bank customers.
5.Banks can cross sell other products in internet bank, so that customers buy more products and become more faithful.
Subjects
電子商務
網路銀行
共同基金
網路理財
Electronic Commerce
Internet Bank
Mutual Fund
Internet Finance
Type
thesis
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