台灣金融業為因應全球金融自由化及國際化的趨勢，近年來，陸續成立了十四家金融控股公司，藉由原有之金融三大領域；銀行、保險與證券之資源統籌與資本集中，建立多角化的經營版圖，同時開發創新的組合式金融商品，以共同行銷之方式，提供顧客一次購足的服務並降低營運成本。
本研究基於探索共同行銷電腦化整合的動機，並以下列二點為研究目的：
1. 探討金融控股公司如何運用集團資訊資源，減少各子公司之重覆投資，達到資源共享目的。
2. 探討金融集團共同行銷之資訊應用系統整合架構。
本研究以Zachman Framework資訊架構為分析工具，進行以國內某金融集團為例之個案研究，此一個案之核心係銀行與保險公司之保單借款，並於其中加入證券公司資源以利探討金融集團應用資訊之整合，分析企業應用整合(EAI)平台進行即時之借款、還款與財富理財等服務之建置工作。
研究結果發現，資訊科技的整合在共同行銷上應用之成效主要有四個層面：
1. 整合集團客戶資料，建立客戶關係管理。
2. 發展組合式金融商品，滿足客戶需求。
3. 通路整合，銷售流程自動化。
4. 建立集團單一入口網站，有效降低資訊成本。 / In recent years, fourteen financial holding companies have been consecutively founded in Taiwan’s financial sector in response to the liberalization and globalization trends of the world finance. Stemming from three major finance realms, such as the pooling of resources and capital for banking, insurance, and securities, multi-faceted business territories have been established. By providing the customers with bundling of financial products and services towards a on-stop-shopping manner, the financial industry has begun to reducing operation costs by using cross-selling methodologies.
This research explores thus the framework and IT requirement behind cross-selling services, with the following research goals:
1. to investigate the methodology needed by financial holding companies to employ corporate information resources to reduce redundant investments of subsidiary companies and to achieve the mutual resource usage goal.
2. to investigate the information resources integration framework for cross-selling financial corporations.
Based on analytic method originated from Zachman Framework, this research conducted thus a case study on a domestic financial group. The core of this case study is to identify policy loan related cross-selling activities among the banking and insurance companies of the financial group. Therefore, the author has dissected and restructured the legacy financial application of information technology to establish an overview of the architect of EAI (Enterprise Applications Integration) platform with extension of real-time lending, repayment, and wealth management services, etc.
A last, this research concludes the affected efficacy with respect to four aspects on information technology integration of cross-selling:
1. Organization of information resources and establishment of customer relations management.
2. Development of composite financial products to satisfy customer needs.
3. Channels integration and sales force automation system.
4. Establishment of enterprise portal with at least single-sign-on functionality to reduce cost efficiently.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0091932616 |
| Creators | 黃惠卿, Huang, Hui Ching |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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