The Application of Integrate Marketing Communication on the Personal Loan Product─A Case Study of the Story Cash Card

• Main Authors: Wen Ling Huang, 黃文伶
• Other Authors: Kuo-Liang Tai
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/6a4s62

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 93 === IMC (Integrated Marketing Communications) is a strong wind in which many industries must experience nowadays and much more in the future. Currently, IMC has been widely utilized by numerous industries and created a trend in the international society. As the Taiwanese financial corporate suffer from financial troubles constantly, adding on top of that is the low interest rate of corporate loans; the banking industry at the present day is benefiting more from consumer financing over corporate financing. As part of consumer financing, cash card has started it’s hot war two years ago, bringing munificent profit to banks. At the same time, more competitors have entered the war. It’s most important to build the corporate core advantage and market uniqueness in such a competitive market situation with similar product similarities. The purpose of this research is to accomplish the following: 1.Have a thorough and organized research on current theories related to IMC and discuss the many aspects 2.Choosing Taishin International Bank’s “Story” cash card as an example and to prove through this case that Taishin International Bank has indeed carried out the many IMC strategies in the case (including integrating marketing communication tools, resources and database) 3.To bring up suggestions for related managing/marketing practices which could possibly be helpful to the industry when IMC is to be put to use.