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The Study of the Development of Bank’s Brand Image- A Case Study of Far Eastern Int’l Bank Targeting on Wealth Management
Abstract In order to strive for the wealth management market, all banks are striving to highlight the difference in value. In addition to the wealth management, businesses need to move from product culture to more comprehensive customer advisory services, providing customer-oriented services with consultative asset allocation and asset management. In addition to high-level professional responsibilities, many of the financial controls use the business group's resources to integrate marketing and establish a platform environment for purchasing. In addition to financial management, it emphasizes service value and provides quality financial services. The bank's marketing methods were originally business-oriented, and then it turned into customer orientation. It gradually separated the ultra-high-risk customer segment from the rest, officially opening a new service-oriented era. Therefore, in order to gain customer favor, the bank should not only be customer demand-oriented, continue to innovate financial services, meet customer demand for financial products and achieve comprehensive customer satisfaction, but also strengthen internal service standard process (SOP), strengthen service quality to gain a competitive advantage. By so doing, the bank can stand out in a highly competitive financial environment. In addition, under the unprecedented competition and difficult operating environment, the bank has to establish its own competitive advantages. In addition to expanding its market share through mergers, establishing and maintaining good relationships with customers has become a focus of attention. For a bank, how to maintain excellent service quality and establish a unique brand image so that customers are only loyal to the bank will be very important. In order to comply with the trend and improve competitiveness, the banking industry is committed to the development of brand image. Brand image is a clue to provide customers with a variety of choices of banks. Once the customers are loyal to the bank, marketing becomes easier. When all banks provide the same products and services, establishing the-brand image and identity will become the necessary direction for the bank. The difference between the bank names represents different brand effects. The better the bank's brand image will enhance consumers' trust in the bank and greatly enhances the competitiveness of the bank. The ultimate goal of brand positioning is to build a monopoly market for the brand. By a monopoly market, it does not mean that there is only a brand in the market, but a specific segment of target customers in a seemingly fullly competitive market. This segment of target customers is only loyal to the brand,and therefore an uncontested market is created.This thesis work, a case study on the bank the researcher works for , is aimed at developing the focal bank’s unique brand image by comprehensive internal and extenal data analysis and interviews. The best branding model is proposed to construct a monopoly market for the focal bank. Keywords: brand image, brand positioning, wealth management, unique value, service quality, customer loyalty
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