The Comparative Competitiveness Analysis of Global Private Banking Industry in Taiwan – Based on 4C Model

• Main Authors: 黃皪月, Huang, Lih-Yueh
• Language: 英文
• Published: 國立政治大學
• Subjects: 4C; global private banking; hold-up
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0090932105%22.

Officially and unofficially, Taiwan’s Global Private Banking business has established its significant market share in the region for around 20 years. It is no doubt that Taiwan is a very important market for international private banking industry. The rapid changing economical and political environments have spawned the demands of Taiwan rooted high net worth individuals for global financial solutions. The study focused on comparing the core marketing competencies of three European players ranging from big market dominator, emerging competitive player and a new entrant. The analysis framework is based on 4C model which is a core avenue to explore clients’ fears, needs, explicit and hidden expectations. 4C model sensitively unveils the tangible and intangible elements that hinder the efficiency of marketing success and provides direct and effective solutions to bankers to differentiate themselves in the fierce contention. The study raised the importance of priority for banks to the development of core competencies in increasing clients’ overt utility and abilities to hold-up clients. These are contemporary and trendy driving forces to PB bankers’ success. The study concluded with recommending the main differentiators from three perspectives – quality of marketers, innovative financial architectures and dynamic business models. The integration of well-established mechanisms from respective dimension will equip PB bankers’ distinguished competitiveness in managing ever-changing challenges and seizing the opportunities from this promising market.