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• Main Authors: LIU,KUANG-WEI, 劉光瑋
• Other Authors: Shau-Mei Li
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/y5egdp

碩士 === 國立中央大學 === 高階主管企管碩士班 === 103 === Facing the high competition in banking industry, commercial banks in Taiwan have realized that an efficient business strategy is important. Banks need to attract new customers and keep existing customer satisfied and loyal. Small and Medium-sized Enterprises (SMEs) in Taiwan are famous for their activeness and flexibility for finding new business opportunities. SMEs therefore are considered as the main contributors to Taiwan's economic growth. Developing a quality business strategy is therefore important for the banks to meet the various needs of SMEs. In this study we use the case study method to analyze the banks that provide services to SMEs. We observe that in general Taiwan's banks have provided high quality services to their SME customers. Banks maintain a customer relationship management in order to meet their customers’ needs in a timely and efficient manner. With such effort, banks are able to retain their important customers and create a win-win situation for both their customers and themselves. Two cases are selected for an in-depth investigation. We found that the banks considered in these cases adopt appropriate marketing strategies in order to understand the demands of their target customers. By focusing on customer relationship management, the case of banks is able to achieve satisfactory performance. The conclusions of this study can be summarized as follows: In the banks, current trends and developments can be divided into two categories, Business process and information technology. In the corporate finance, it is important that actively adjust the loan structure quality, to strengthen cash management, and the ongoing integration of the service platform and upgrade. A number of advices also are in order for the banks who wish to serve SMEs in Taiwan. The advices of this study can be summarized as follows: In the banks, enhancing the function of financial trading platform, development of domestic and cross-border collection to third-party payment service, and extended credit card business. In the corporate finance, increasing the proportion of SME customers, strengthen transactional finance business expansion, and increase in fee income sources in the future.