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市場調查報告書
Ubank的個案研究：直銷及待客
Ubank Case study: a direct offering with the personal touch
| 出版商 |
Datamonitor |
| 出版日期 |
2009年07月 |
商品編碼 |
96197 |
| 內容資訊 |
英文 15 pages |
| 價格 |
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Ubank的個案研究：直銷及待客 是由出版商Datamonitor在2009年07月所出版的。
這份英文市場調查報告書包含15 pages 價格從美金4495起跳。
本報告書內容包括：UBank的個案研究及溝通策略的主要成功因素分析、品牌發展至今地位的方法、吸引消費者的理由等。內容綱要摘記如下：
DATAMONITOR的觀點
分析
- 介紹
- 持續服務顧客的同時，利用直接的方法壓低成本
- 不只是單純的溝通，重點發展相互關係是UBank的服務重點
- UBank是銀行市場的新進入企業
- UBank以主要消費者中的主流為目標市場
- UBank因為其他銀行瞭解了Web2.0的發展可能性而面臨失去USP的威脅
- 對挑戰UBank的競爭企業而言仍有利用類似技術的機會
- 勝利的挑戰企業必須做到提供方便性及有效的相乘效果
附錄
表
圖
Abstract
Introduction
This case study on Ubank forms part of Datamonitor' s new series highlighting
best practice in specific areas of financial services.
Scope of this research
- This case study analyses the key successful elements in Ubanks' s marketing
and communication strategy
- The case study examines how the brand has developed to its current status
and why it appeals to consumers so strongly
- Datamonitor' s Financial Services Megatrend Framework is used to analyse
the effectiveness of customer targeting strategies
Research and analysis highlights
UBank is offering a direct banking service that maintains a personal touch. It
taps into the potential of Web 2.0, while avoiding the pitfalls that many
direct offerings fall foul of. It leverages its knowledge of customer
relationships in order to provide a service which is both simple and
convenient.
Key reasons to purchase this research
- Gain insight into the methods used by important industry players to give
them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new
niche or market
Table of Contents
DATAMONITOR VIEW
ANALYSIS
- Introduction
- Maintaining the personal touch whilst using the direct approach and
keeping costs low
- A focus on interaction rather than just communication is core to UBank' s
offering
- UBank is a new player in the banking world
- Simplicity is central to UBank' s product offering
- UBank targets key consumer mega-trends
- (Untitled sub-section)
- UBank targets internet savvy consumers
- UBank faces the threat of losing its USP as other banks understand the
potential of Web 2.0
- Opportunities exist for competitors to challenge UBank in this market
through adopting similar techniques
- A winning challenger must achieve convenience and efficient interaction
APPENDIX
- Definitions
- The Datamonitor Financial Services consumer insight mega-trend framework
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Hong Kong is forecast to grow most in the retail deposits domain
over the next three years
- Table: Number of internet users
- Table: How popular are Facebook and Twitter sites with the other Asia
Pacific countries that NAB operate in? (Number denotes the most popular site
e.g. 3 = third most visited site in the country)
FIGURES
- Figure: Simple, clean lines and a subtitle which adds credibility
- Figure: The full UBank provision holds great appeal to technologically
savvy customers
- Figure: UBank is dedicated to educating its clients
- Figure: Gerd Schenkel sends out a message of trust and simplicity
- Figure: Skype allows customers to call the bank for free, anytime of the
day or night
- Figure: Twitter allows over 1,500 individuals to ask the bank questions in
an easy and convenient way
- Figure: Hong Kong is forecast to grow most in the retail deposits domain
over the next three years
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