| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 103 === In 1992, as the government opening up the establishment of the new bank, thus the result is accelerated competition and development of Taiwan's financial markets. Subsequently the government again performed the financial holding company Act, well as those the financial holding companies have been set up and started pushing the second financial reform for the development of Taiwan's banking industry which is a significant progress in the course.
The past two decades, the business development of bank is more diversified, regarding the business development, their business is no longer just the traditional business model, but has a more diverse resources and integrated marketing model, so also lead the financial holding (the bank) to accelerate their profitability and bank clerks changes in their own career development. The study with the case analysis of credit granting of E.Sun Financial Holding and the integration marketing of the successful key factors of business strategy and process, and using the case of credit granting of the financial holding and integrated marketing, with the issues such as human resources, corporate culture, organization scope and overseas development to explore the challenges and opportunities facing the future. The conclusions of this study are summarized as follows, the case of financial holding with credit granting and the business strategy of integrated marketing:
(一) “The heart as the clear jade, the loyalty as the heavy mountain”
regarding as the corporate culture.
(二) Strong execution and amoeba-like organizational alignment.
(三) Solid education and training of human resources.
(四) A powerful force generated by integrate marketing, regardless of you and I.
(五) Vanguard marketing, credit departments execution and integration of power
show.
(六) Attention to social responsibility and good corporate image, access to
government and the public affirmation.
Keywords: Financial Holding Company，The Credit Strategy，Integrated
Marketing Strategy
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