| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 102 === In recent years, the bank industry in Taiwan is under the influences of financial liberalization and internationalization, which lead to intense competitive between same traders. One of the method is to enhense the brand image of the bank. Bank implement the brand strategy is to improve customer identity, to expand brand loyalty, and is formed to increase the competitiveness of the bank. With the corporate culture and social responsibility, the bank is able to enhance the brand image effectively. A well brand image can also attracts more talent people for the bank, in order to make better development on the bank constitution.
In 2005, domestic eruptted the credit and cash card debt crisis, banks that are predominantly based on consumer financing has lose miserably heavy. Banks thus turned the direction to corporate financial that was a sustainable business, therefore focusing on corporate finance as their banking activities afterward. In past studies, the bank account officer (AO) focuses its personality analysis, sales skills training. But the bank’s brand image impact on the business expansion is rarely described. Therefore, this article is intends to research on the impact of bank’s brand image towards corporate financial business and adopting Taipei Fubon Bank as the case study. Research through in-depth interview on Taipei Fubon Bank’s corporate finance customers and the bank’s marketing department supervisor as the interviewer. But also to understand the bank’s enterprise culture, so the informations of this research are more diversify with valuable reference.
The research outcome through in-depth interviews has discovered:
Firstly, factor that may considered by the owners of enterprises in choosing as their correspondent bank include the brand image of the bank that will reduce customer sensitivity to financial commodity prices and enhance their willingness to accept AO. In final, customers will choose the most stable, secure and sustainable development bank.
Secondly, the brand image has a positive impact in promoting the corporate financial business and will bring loyalty customers and more stable income for the bank.
Thirdly, the brand image can reduce operating costs &; the uncertainty strategies and will enhance the competitiveness of the bank effectively.
Fourth, the corporate culture and social responsibility may enhance positive image of the brand. Therefore, through the research we found the bank’s brand image is indeed has a substantial support in promoting the corporate financial business.
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