Summary
With the implement of 'The Law of Financial Holding Company(FHC) ¡§, 14 FHCs which have advantages such as huge fund and extensive marketing channel were established successively at the end of the year 2001. In spite of the legality of managing across industries, the FHC still cannot make consumers understand what the Financial Holding means. According to the chaos of the recognition about the FHC brand, this research intends to examine the internal FHC in order to study how the parent company manages the subsidiary¡¦s brand. At the same time, basis on the concept of internal marketing from service industry, this research also studies the way of subsidiary¡¦s internal marketing.
This research adopts the qualitative method and quantitative method. In the qualitative interview, we collect the management concepts about the parent company operating the brand identity. In the quantitative statistics, we examine the employee¡¦s identity degree about the brand and internal marketing in the subsidiary to conclude the outcome of internal marketing system. The following are the discoveries of this research:
First¡BBrand Identity System of FHC
1. The FHC adopts the way ¡§top down¡¨ to plan the group's brand, and the subsidiary does not participate in actual decision .
2. Whether the subject organization of FHC exists or not determines that structure of group's brand identity.
3. The comprehensive of Brand Identity is the synergistic outcome while the FHCs merge.
Second¡BBrand communication of FHC
1.Changing the name of financial industry or group itself will accelerate the process of brand outside.
2.The advertising benefit determines the outside advertising subject of brands.
3. Inside brand information is transmitted through the application system and entry website of FHC.
Third¡BManage the relation between organization culture and brand.
1. The combine of brands didn¡¦t affect organization culture of every subsidiary which operate independently .
2. Organization culture will influence the benefit of group¡¦s brand in the future.
Fourth¡BManage the relation between market condition and brand
The parent company pays attention to the subsidiary original profession under group's brand .
Fifth¡BInternal marketing system and brand identification
1.It is having dependence and influence that inside internal marketing and brand identification.
2.Individual variables are not obviously correlated with the consciousness degree of internal marketing and brand identification
3.The average of Internal marketing and brand identification of Cathay United Bank and Chiao Tung Bank is lower than another subsidiary of FHC in this study.
In a word, the parent company have to establish management style to enlarge the power of brand elements; and subsidiary must strengthen internal marketing system to make higher brand identification of all employees.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0721104-224632 |
| Date | 21 July 2004 |
| Creators | Wu, Min-huei |
| Contributors | I-Heng Chen, Chin-Kang Jen, Jen-Jsung Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0721104-224632 |
| Rights | unrestricted, Copyright information available at source archive |
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