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研究生： 黎氏紅映
Thi - Hong Anh Le
論文名稱： 西聯匯款公司策略之個案研究
A Case Study of Business Strategy on Western Union Money Remittance Business to Vietnam
指導教授： 劉代洋
Day-yang Liu
口試委員: 謝劍平
Jian-ping Xie
陳守維
Chen-shou Wei
學位類別： 碩士
Master
系所名稱： 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年： 2013
畢業學年度： 101
語文別： 英文
論文頁數： 65
中文關鍵詞： 越南匯款 、金融流通服務 、差異化策略 、顧客區隔 、台灣西聯匯款
外文關鍵詞： Remittance to Vietnam, money transfer service, differentiation strategy, customer segmentation, Western Union in Taiwan
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    • 對於越南的經濟成長而言，海外越僑的貢獻佔了相當重要的一部份，沒有他們的話，國家的發展勢必相形見拙。據估計，2012年海外越僑匯款總額高達100億美元，為全球匯款接收國排名第九。匯款激增的情況同時也帶動了越南匯款業務的增長，尤其是存在著大型越南社群的國家，如美國，法國，俄羅斯，加拿大和台灣等。由於匯款服務前景看好，許多銀行及非銀行業者也加入了與越南的金融流通服務，在上述等國家皆擁有可觀的事業。有162年歷史的美國公司「西聯匯款」，便是其中之一。
    本研究將探討西聯匯款於台灣的個案，瞭解其如何在台灣迅速擴展據點網路，以服務在地的越南社區。並透過實施以客戶為中心的差異化策略，一步步獲得越南客戶的忠誠度，一舉成為市場的龍頭。本研究同時舉出使該公司立足於產業的關鍵因素，藉由這些發現，我們提出了一些可以持續改善服務素質之方法，以維持公司其他競爭者之間的競爭優勢。

    The overseas Vietnamese do indeed play both a positive as well as a substantial role in Vietnamese economic growth that the national economy would fall short without their presence. In 2012, it was estimated that overseas Vietnamese population remitted $10 billion to Vietnam, thus ranks the country ninth among the world's top ten remittance-receiving countries. The surge in remittances also led to the growth of money transfer businesses to Vietnam, especially in countries where there is a large Vietnamese community like The United State, France, Russia, Canada and Taiwan. Because of the promising remittance growth, several banks and non-bank players are already engaged in money transfer services to Vietnam, making it a big business in these countries. Western Union, a 162-year-old, US-based money transfer company, is one among them.
    The research will look into the case of Western Union in Taiwan, rapidly expanding its network of agent location in Taiwan to provide the money transfer service for Vietnamese community in this island. By implementing the differentiation strategy with customer-centric focus, Western Union step by step gain the Vietnamese customer loyalty and being the market leader in this market. The study also captures key features that help the company succeeded in this industry and from those findings, some suggestions are made to improve the service quality and sustain the company competitive edge among other competitors.

    CONTENTS ABSTRACT i ACKNOWLEDGEMENT ii CONTENTS iii LIST OF TABLES v LIST OF FIGURES vi CHAPTER 1: INTRODUCTION 1 1.1 Motivation 1 1.1 Research Objectives 2 1.2 Scope of research 3 1.3 Research Contents and Flow Chart 3 CHAPTER 2: LITTERATURE REVIEW 5 2.1 Background of business strategy 5 2.2 Market segmentation 6 2.2.1 Base of Market Segmentation 7 2.2.2 Framework of market segmentation 8 2.3 Types of Business Strategy 9 2.3.1 Cost leadership Strategy 10 2.3.2 Differentiation Strategy 11 2.3.3 Focus Strategy 12 2.3.4 Integrate Cost Leadership/Differentiation Strategy 13 CHAPTER 3: RESEARCH METHODYLOGY 14 3.1 Case study as research approach 14 3.2 Data collection method 14 3.2.1 Primary data 15 3.2.2 Secondary data 16 3.3 Data Analysis 17 CHAPTER 4: INDUSTRY ANALYSIS 18 4.1 Remittance market 18 4.1.1 An overview of global remittance market 18 4.1.2 An overview of remittance market in Taiwan 22 4.1.3 Remittance market from Taiwan to Vietnam Five Force Analyses 24 4.2 Company analysis 28 4.2.1 Western Union: An Overview 28 4.2.2 Western Union in Taiwan SWOT analysis 31 CHAPTER 5: CASE ANALYSIS 34 5.1 Background of case 34 5.1.1 Vietnam: Key remittance market 34 5.1.2 Explore company’s resource and capability 37 5.1.3 Vision and Mission – Key manage decision 39 5.2 Market segmentation 40 5.2.1 Demographic Segmentation 41 5.2.2 Geographic segmentation 42 5.3 Different strategy 44 5.3.1 Innovation differentiation 44 5.3.2 Market differentiation 50 5.4 Strategic outcome 54 5.4.1 Strategy effectiveness in term of Five Force Model 54 5.4.2 Strong root in Taiwan market 56 5.4.3 Contribute to the growth of Western Union Worldwide 57 CHAPTER 6: CONCLUSION 58 6.1 Successful Keys 58 6.2 Recommendations 60 6.3 Limitation and further research 61 REFERENCE 62

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