Study on Taiwanese Banks’ Marketing Mix Strategies toward the Financial Market of Mainland China

• Main Authors: Min-Sheng Chuang, 莊敏聖
• Other Authors: Chi-yun Chiang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/vp5vsy

碩士 === 銘傳大學 === 管理研究所碩士在職專班 === 95 === Study on Taiwanese Banks’ Marketing Mix Strategies toward the Financial Market of Mainland China Student: Chuang, Min-sheng Instructor: Dr. Chiang, Chi-yun Graduate School of Management Ming Chuan University ABSTRACT After China entered WTO in December 2001, its banking system has moved to a new milestone. To follow the standards of WTO and General Agreement on Trade Services (GATS), China needs to cancel various limits in five years, open the financial market to foreign countries, implement financial reform, improve the operation efficiency of banks, strengthen the operation quality, and enhance the competitiveness so as to face the impacts and challenges after entering WTO. This study explores and analyzes the bank system’s current financial conditions and major problems on two sides of the Strait, and will provide some suggestions for Taiwanese banks about the marketing mix strategies toward China. Base on 4P of marketing mix (product, price, place and promotion), the researcher reviewed some related literature, designed adequate questionares and interviewd some experts of the bank system, and then found some findings and proposed some conclusions. The conclusions are: 1) product strategy: in the initial stage, Taiwanese banks shall focus on Mainland China’s enterprise financial credit merchandise; 2) price strategy: due to entrying the Mainland China’s market lately and lacking sufficient channels, Taiwanese banks shall adopt market penetration strategy so as to quickly enter the target market. However, to maintain the medium and long-term customer relationships, Taiwanese Banks should offer quality service; 3) place strategy: restrained by the laws and regulations and financial supervision memorandum between the two sides of the Strait, in the initial stage, Taiwanese banks shall participate in Chinese investments and try to forgn alliances with foreign investments and 4) promotion strategy: because Taiwanese banks have flexible marketing strategies and are familiar with the Taiwanese enterprises than Chinese banks, Taiwanese banks have more advantages in promotion strategies. However, Taiwanese banks should pay attention not to obey the politically sensitive topics (such as One China One Taiwan, One Nation Two Systems, and Taiwan Independence) when implementing the promotion strategies. In the initial stage, Taiwanese banks could offer lower interest rates and reduction of service charges for thie customers. At the end, this research provides some managerial suggestions for government and Taiwanese banks. Keywords：marketing mix, 4P, product strategy, price strategy, place strategy, promotion strategy.