| Author | Wu, Kang-chin |
| Call Number | AIT RSPR no.SM-97-40 |
| Subject(s) | Bank marketing--Taiwan
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| Note | A research report submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-97-40 |
| Abstract | Few industries have undergone the changes . that have dramatically impacted the banking services in Taiwan over the past decade. These changes in competition, product development, pricing and delivering have made banking service in Taiwan a more marketdriven industry, regardless of whether that market comprises individual consumers or multinational corporations. For a banker, facing the ever-changing environment has caused the basic changes in strategic thinking. It brought"° exciting opportunities along with increased competition and new risks. The research is a comparative case study of marketing strategies in Taiwan's banking industry. The objects of the study consist of a local bank - Bank of Taiwan (BOT)- and some foreign banks' branches in Taiwan, namely, Citibank, The Chase Manhattan Corporation, and Banque Indosuez. Citibank and The Chase Manhattan are American-based banks. Banque Indosuez is a European-based bank. Analyzing and comparing these banks' marketing strategies and their desired market positions in the near future are the main purposes of the study. The research first introduces Taiwan's financial-services industry and its recent developments. It then refers to the external, internal and competitive analyses for each bank involved in the study. Furthermore, the study discus.ses the overall corporate strategies and marketing strategies of the respective bank. Finally, it makes a comparison of marketing strategies between and among BOT and the foreign banks as well as makes some suggestions for BOT. Managing a bank in the coming years in Taiwan promises to be a challenging task. A difficult economic environment, a changing regulatory environment, a rapid rate of technological development, an increasingly intense level of competition, and some worrisome trends in the banking industry have combined to create a demand for marketing and positioning banking services in meaningful ways. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-97-40 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Khang, Do Ba;Bechter, Clemens; |
| Scholarship Donor(s) | Government of Republic of China.; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1997 |