Abstract
In Taiwan¡¦s production structure, after joining the WTO in 2002, it has to face the global competition. Both the government and the professionals realized the urgency in facing the change of the financial structure.
Deployments were made to enhance the competitiveness of banks such as passing a law of amalgamation of banks (2000), six regulations were launched out related to financial matter¡]2001¡^, permission is given to establish financial holding companies and so on.
Whether the establishment of financial holding mechanism can respond efficiently to the overall challenges? Can it exercise the effect of synergy and achieve the so called 3 C effects e.g. Cross selling¡B Cost saving and Capital deployment ? It is a question worth our wide to investigate.
In the 3 C effects, crossing selling relates to the short term, middle- term and long term business of financial holding. It directly affects the customers¡¦ willingness of saving and contribution. This is a key factor for financial holding to consider.
This thesis mainly aims to investigate the cross selling strategy, it policy making process and effectiveness. In analyzing companies Cathay Holdings¡B Taishin Holdings and Mega Holdings have been chosen as our case studies. It is because they have good records in profit making. Also they represent 3 different types of financial holdings when the main companies and their subsidiaries have their own characteristics.
Based on three selected companies,we selected the senior managers which are in charge of the decision making for cross selling,to have the broad interview.By collected the primary data,then go to do the comparison & analysis with the second data.
In our studies we try to employ ¡§customers which financial holding can be mobilize¡¨ and ¡§human resource in the service¡¦ as the two variables to analyze the phenomena of the cross selling in the model of ¡§Cross Selling Cross Section analysis¡¨.
Also in the context of ¡§distant customers¡¨ and ¡§distant products¡¨ , we find out six crossing selling patterns. By doing this we further investigate the cross selling and offer our suggestions.
In our analysis we discover the targeted companies has differences and similarities in cross selling strategies. Their senior managements all agree that cross selling is an important strategy in financial holding, and they actively involve into that enterprise. In term of policy making in cross selling, there is lack of long term policy but emphasize on individual cases. There is absence of structural mechanism and cultural in cross selling, and the customers have not established their confidence in financial holdings. The review in risk management is lacking. The consumers¡¦ habits on cross selling haven¡¦t established yet. The financial holding companies haven¡¦t developed a strategy to integrate the know-how which subsidiary companies execute cross selling.
In this research findings there are some suggestions in seven areas offered to the concerned parties for their considerations.
Key words:
Cross Selling, Financial holding company, FHC Marketing Strategy.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0203106-104307 |
| Date | 03 February 2006 |
| Creators | Tsai, Tsung-han |
| Contributors | Huei-Mei Liang, Lo,Henry Y., Chin-Tarn Lee, Jun-Ying 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-0203106-104307 |
| Rights | restricted, Copyright information available at source archive |
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