Research onniche marketing and business strategies of commercial bank reorganized from credit cooperatives:a case study of Rui Xing Bank
| Autor: | Tsung-Ming Wu, 吳聰明 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Since the Ministry of Finance announced the Credit Cooperative Restructuring Regulations in 1995, large credit cooperatives had one by one completed their restructuring. Then, due to the rapid changes in the financial market and the pressure from competitors in the same business, now only 5 restructured commercial banks are left, which are Sunny Bank, Bank of Panhsin, Hwatai Bank, COTA Commercial Bank, and Bank of Taipei. This study aims to explore how, in the face of the difficult financial environment, they can use their advantageous management strategies to become a commercial bank with unique features. From 4 aspects, the history and current development of credit cooperatives, the development of the case bank - Bank of Taipei, niche marketing, and management strategies, through domestic and foreign literature review, secondary data collection, and in-depth interviews, this study analyzes the overall competing strategies for the case bank. The method adopted by this study is a qualitative description method, the case study method. The main analysis structure contains Porter five forces analysis, competitor analysis, and SWOT analysis. In the aspect of research structure, this study begins with the external analyses to learn more about the environment where case bank is and the corresponding opportunities and threats. Then internal analyses for the case bank are performed to summarize the case bank''s advantages and disadvantages. Then, the results from both external and internal analyses are integrated to find out the management problems the case bank is facing and its management strategies. The research method begins with the industrial aspect by analyzing the management environment of commercial banks restructured from credit cooperatives in Taiwan and exploring the future development of domestic small banks. Based on the studies regarding the theories of strategies, this study applies the case study method with expert interviews to investigate the niche marketing and competing strategies of the case bank and provides references and suggestions to the case bank as an advantageous basis. As a result, this study offers the case bank several suggestions, as follows: (1) to increase capital in order to improve its capital structure and to merge other basic-level financial institutions or small banks; (2) to provide friendly local services for the purpose of market segmentation; (3) to enhance financial innovation; and (4) to develop e-businesses in order to develop its core capability, maintain its competitive advantages, and achieve the goal of sustainable management. Key words: management strategies, five forces analysis, SWOT analysis, niche marketing strategy, competing strategy |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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