The Study of Integrated Marketing Communication Strategy of Financial Holding Companies – Using Wholesale Banking Business as an Example

• Main Authors: Tsai, Hsuan-Ju, 蔡璇如
• Other Authors: Chen, An-Pin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/n4762e

碩士 === 國立交通大學 === 管理學院高階主管管理碩士學程 === 102 === The overbanking in Taiwan has been an issue ever since the government decided to liberate the establishing of new banks in early 1990s.The Legislative Yuan Republic of China passed the Financial Holding Company Law in June of 2001 with the intention to enhance the synergy within financial holding companies, strengthen the supervision of cross-selling of financial industry,improve the development of financial markets, and increase the overall quality of service provided.Nevertheless, the number of financial institutions in Taiwan did not decrease. Furthermore, with more and more international financial groups entering Taiwan, the impact on Taiwanese financial industry grow deeper and the competition in Taiwan becomes more fierce. Under the regulations of government, financial institutions offer extremely similar financial products. In the meantime, due to the small size of market and large numbers of banks, the financial industry now enters a stage of price-cutting ‘war zone’.The main purpose of this paper is to study how to use Integrated Marketing Communication to establish brand recognition, attract customers, cultivate cline-base, and create a‘strategy of blue sea’ for the financial industry. Through in-depth interviewing of specialists from the backgrounds of corporations’ financial managers who focus on corporate banking business andfinancial institutions’ officers who focus on corporate banking business, this study tries to find out what is the key to the success of Integrated Marketing Communication and the strength of Integrated Marketing Communication.The study also tries to explore how to use Integrated Marketing Communication to establish brand recognition, attract customers, and grow with clients in order to achieve a long lasting relationship of corporation. The study also tries to contribute to the financial industry which faces tough completion.