| Summary: | 碩士 === 銘傳大學 === 管理科學研究所碩士在職專班 === 91 === A Study of Environmental Analysis and Marketing Strategy for Banking －A Case Study of Kinmen Branch, Bank of Taiwan
Student：Chin-Yue Chang Advisor：Dr. Tser-Yieth Chen
Graduate Institute of Management Science
Ming Chuan University
ABSTRACT
The financial development moved on quite slowly in Kinmen due to its special/unique historic background and geographic limitations. Since the ban on military policy was lifted, inhabitants in Kinmen have changed their attitude in selecting banks for transaction because of having in touch with the high quality service banks in Taiwan. In 2001, the government’s open-door policy, three mini links, was put to the test in Kinmen and directly sprouted up the interactions between its financial institutions and those of Fukien, Mainland China.
This research aims to analyze the management and market competition in the Bank of Taiwan, Kinmen branch, and to understand the threats and the potentialities that the environmental changes could bring to the bank, so that managers can make a success by properly using its competitiveness in the local market. On the basis of the SWOT analysis, Five Forces Model Analysis, interviews with the focus group, and gathering of secondary information, we can finally portray the opportunities, threats, strength and weakness of this bank from the view of the external and internal environment and by way of matrix. With the analysis of leverage effect, crises and favorable competitive resources that seek the opportunity of successful management, an efficient bank marketing then can be proposed according to the marketing mix.
This research shows that the project bank should take advantages of the organization and low costs, along with government’s favorable policy for offshore island of Taiwan, an easier source of capital, low beneficial result in this market scale, a handful of financial institutions, and weak bargaining ability between the buyer and the provider to well utilize the bank’s original customers and market share. Bank of Taiwan, Kinmen branch should adapt itself to the social changes and employ technology and the Internet before the advent of large-scale marketing of potential invaders and substitutes. By putting various investment tool portfolios into practice and grasping the changes of three-mini-links policy, can Bank of Taiwan, Kinmen Branch transform into a bank that owns the characteristics of financial services across the strait.
Keywords：SWOT, Five Forces Model Analysis, Focus Group, Marketing Mix, Bank Marketing
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