| 摘要: | 台灣金融業在2007年至2012年間，歷經金融海嘯後產生的希臘債信危機與歐元區的結構性問題，使得國際金融情勢疲軟，造成股權、證券化相關的資本市場(Capital Market)急凍萎縮，使得金融機構在企業金融(Corporate Finance)及消費金融(Consumer Finance)的行銷獲利能力大幅下滑，進而影響到金融營運管理的整體運作。金融專家對於未來經濟前景普遍信心不足，在面臨金融國際化與自由化的挑戰，金融業者必需重新審思金融營運管理與行銷決策以因應國際潮流改變。本研究對於金融行銷相關文獻評析，運用網路層級分析法進行專家問卷調查，並分析影響金融機構關鍵成功要素與行銷決策的權重值，目的在探討商業銀行建立金融機構關鍵成功要素與行銷決策，有助於瞭解金融產業對於金融機構的建立及行銷決策的運用，以作為金融營運管理者行銷決策時的參考依據。
研究結果顯示，影響金融機構成敗的關鍵在於「公司治理」構面，由於高階決策者與中高階管理階層的立場不同，對於金融機構關鍵成功要素評估因子之重要性會有顯著的差異性。本研究認為中高階管理者較重視金融機構的「財務面」，且較偏重於「經營績效」評估；而高階決策者則較重視金融機構的「股東面」，並且會以「董事會」作為主要評估指標。另外，針對金融行銷決策面作進一步分析，本研究認為影響「企業金融」的關鍵要素為「董事會」；而影響「消費金融」則以「顧客忠誠度」為主要考量。
Taiwan's financial industry in 2007-2012, after the financial tsunami resulting from the Greece debt crisis and structural problems in the euro zone, has been area given a weak financial situation, resulting in equity, related to the securitization of capital markets frozen atrophy, making financial institutions in corporate finance and consumer marketing of sharp drop in profitability, Thus affect the overall operation of financial management. Financial experts, concerning the widespread lack of confidence in the Economic Outlook of the future, in the face of financial challenges of internationaliza-tion and liberalization, financiers must re-thoughts about financial business manage-ment and marketing decisions in the light of international trends change. This study re-views the literature on financial industries, makes use of analytic network process for expert questionnaires, and analyzes key factors for the successful financial institutions as weight values. A reference to financial institutions, it aims at exploring key factors of successful commercial banks to establish financial corporations and marketing decisions, hopefully contributive to the understanding of the financial industry in marketing deci-sions and strategies.
Research results show that impact financial institutions is the key to the success or failure of "corporate governance" structure, because of the higher order decision makers with high level management positions, key success factors for financial institutions as-sess the importance of factors will have a significant difference. This study indicated that the top management of greater importance to financial institutions "Finance struc-ture", and are more inclined to "performance" evaluations, while high level decision makers attach greater importance to financial institutions "shareholder structure", and are more inclined to "Board". In addition, for financial marketing decisions for further analysis, this study impacts are considered "corporate finance" critical elements for "Board of Directors", and influence "consumer finance" to "customer loyalty" as the main consideration. |
